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Rodrigo Vallejo (photo first from right), managing director of TruMedia, had interesting things to say at yesterday’s Foro Portada Mexico celebrated in Mexico City’s Hotel Presidente Intercontinental. A panel during the Forum examined the opportunities the U.S. Hispanic market presents to Mexican companies.

Vallejo, who leads TruMedia a media planning and buying agency targeting the U.S. Hispanic market in Dallas, TX, noted that there are three key factors that determine the success of Mexican companies in the U.S. Hispanic market:
 
  • To leverage the brand equity of Mexican companies’ products among U.S. Hispanics of Mexican origin
  • Understand distribution systems in the U.S. market
  • A strong commitment to develop a marketing plan. (“You can’t copy and paste the Mexican marketing model or even the U.S. general market model to the U.S. Hispanic market. Mexicans living in the U.S. are in a totally different environment.”)
 
Clients:

TruMedia clients include Metro PCS, which tends to do national Hispanic campaigns. Tortillas Guererro, owned by Mexico’s Gruma, is another client. Tortillas Guerrero has an umbrella Hispanic strategy for all of its products. Some product lines however are marketed on a state-regional level (e.g. Texas), Vallejo noted.

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