Robyn Parks, VP, Local and Segment Marketing at Verizon
Verizon is positioning itself as a company that understands and values cultural diversity, especially within the Latino community. The company has adopted a customer-centric approach, seeking to connect with Hispanic consumers on a deeper and more personal level, according to Robyn Parks, VP, Local and Segment Marketing at Verizon.
The talent selected for the newly launched Verizon Access Concert Series is another great example of how the brand is integrating Latin music and culture into high-profile programs. Verizon Access is all about connecting customers to their passions – through events, pre-sales, giveaways, tickets to exclusive concerts, popular music festivals and more. Kicking off the series with live performances from international multi-platinum singer, songwriter, and activist Becky G and chart-breaking música Mexicana artist Xavi; demonstrating a commitment to both amplifying Latin culture for all Verizon customers and connecting to their passions.
And it is not just with big names like Becky G. Earlier this year, Verizon also partnered with Bobo Productions to bring niche nostalgia to Latin music enthusiasts at a local level with The 90s Pop Tour, which featured live performances in cities across the nation.
6. What trends do you see in Hispanic marketing that will influence your strategies in the coming years?
We are continuing to see the young Latino audience influence the older generation’s purchase decisions. With that in mind, we’ll continue to cater to the multigenerational families and homes to ensure that our products and services help everyone stay connected, whether that is in English, Spanish or Spanglish.
7. How do you plan to adapt to changes in Hispanic consumer behavior?
It’s critical for us to continue to evolve with the diverse Latino community at the speed of culture and technology. We plan to continue to meet them where they are, delivering in-language services through social and messaging platforms as well as in the local communities through our grassroots efforts. One of our top priorities will be ensuring our local marketing efforts are authentically speaking to and connecting with the Latino segment no matter where they are or which language they speak.
