Philip Polk, VP de Estrategia Multicultural de Hallmark Cards
Philip Polk, VP for Multicultural Strategy at Hallmark Cards, spoke with PRODU about the thriving U.S. Hispanic market during the 17th edition of the ANA Multicultural & Diversity Conference held at Miami Beach.According to the executive, no segment today is more important than the U.S. Hispanic market. “The Hispanic segment is key for us because we realize it’s the only one growing right now, and since that’s a fact, we’re making a big effort to develop products specifically aimed at Latinos” he said. With regard to the Total Market approach, Polk said: “If Total Market means that all our efforts must be relevant to each and every consumer we serve, then I do support that concept.” He added that specific efforts must be made for each market. “If we want to grow in each segment, we cannot achieve this with a general approach only. We must address each segment individually to let them know we care, that we value them as customers, and that can only be achieved with campaigns that go beyond Total Market” he added. The company is currently focused on boosting its Hispanic product line Vida, with which it aims to conquer all that market’s subsegments. “The U.S. Hispanic market is not made up exclusively of one layer, so our goal is to reach both acculturated Hispanics and those who are not. We understand that Dominicans do not celebrate Christmas the same way Mexicans do, for example, so there’s still a lot of work ahead of us” he said.
