Kristin Santiago
According to the Dr Pepper Snapple Group, events like the1st Culture Marketing Council (CMC) Conference allow a deeper look into the multicultural market in order to get a better understanding of how to reach those consumers more effectively. “In any case, whether it’s about a brand that is specifically targeting a multicultural market or not, we must all be aware of what is going on there and who those consumers are, so we can better pinpoint our messages and strategies to grab their attention,” said the soft drink company’s Innovation Manager Kristin Santiago. Santiago said that one of the difficulties she faces is to get the entire organization focused on this, especially in marketing. “We are all aware of how we can participate in this market, and it’s our responsibility to spread that knowledge throughout the organization to make sure everyone stands behind it.” “I don’t think the total market approach should ignore the cultural hues and the importance of language, but must reach this consumer in a relevant way,” Santiago said. “This has to be cooked up from a recipe of informed insights and creative concepts.”
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