What is More Important: To Connect or To Sell?

January 28, 2016

The way advertising is executed, has been a result of how people communicate. And we all do it differently from one decade to another. One can be drawn with interest to how advertising took form during the 60s and 70s. Full of clichés and popular beliefs held by the creative minds at Madison Avenue. Just log on to your Netflix account and browse through a few episodes of the acclaimed AMC series, Mad Men. You will have a better idea what we’re talking about here.

In an era where data is king, social media rules your horizon and web interaction crashes on to your electronic devices like the waves at Kauai’s north shore, still, one thing keeps constant from the days of Don Draper’s pitch presentations (yes, a Mad Men reference) to his clients: in advertising, we need to connect products with consumers.

The consumer in the U.S. has evolved since the introduction of color TV, and one of its most dynamic and important segments is the Latino consumer. The growth and purchase power that this target presents is nothing to be dismissed: $1.4 trillion in 2014, according to Nielsen data. Yet, only a handful of companies are taking legitimate steps to connect with this audience and not just try to sell.

The Cocktail Party Effect

Imagine you are at a cocktail party. Most of your friends are in attendance and you are mingling with four of them, talking about work, life, and your dog, Napoleon. Then, Richie introduces himself and joins in the conversation. He tells you and your friends how much he loves dogs and how he knows about a dog food that your pet would love. He smiles at you, says goodnight and leaves you with his card. All of your friends look at each other and laugh. None of you know Richie from before.

What do you think your advertising strategy for the evolving Hispanic market should be?

I don’t think Don can help you here.

But we can.

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