Page 42 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
To that end, we are proud to have been able to establish ourselves in that light through our work with our Hispanic agency, d expósito & Partners, doing just that, in a relatively short time frame over the last five years.
How important is the Hispanic Market for your industry and for your company?
The Hispanic consumer is extremely important for Amica’s growth strategy and for the industry as a whole. If you are a marketer and want to do holistic and inclusive plans, you have to do a complete assessment of the Latino opportunity; you simply have to generate the biggest possible return of your total marketing efforts. Therefore, to be completely accountable, it has to definitely include an assessment of the Hispanic opportunity.
As a marketer, you can’t leave behind a community that represents one of your biggest growth opportunities, not only due to population and age trends shifting in favor of the insurance industry but also given the market’s predisposition to consider your offering.
In addition, understanding the importance of this population becomes even more critical if you are a marketer that is honing activity on certain regions of the country where the Hispanic
Market virtually is the General Market (think places in the West and the Southwest). If you are not engaging Hispanics there, you are not reaching the majority of the total audience and missing out on new potential leads.
Are there any particular marketing trends you envision in the next three to five years as it relates to connecting and engaging Hispanic consumers?
The marketing ecosystem is moving so fast and evolving by the minute that it is challenging to predict trends with exactitude two or three years from now. Nonetheless, we are capitalizing on current trends that help us foster our relationship with our Hispanic consumers today.
We currently have a test in place to introduce our Life Insurance Program to the Hispanic audience. We are also getting ready to launch a campaign in 2020 that is about empowering Latinos through “Extraordinary Experiences.” In one TV spot we are showcasing a woman in her late 40s achieving her life-long dream of a Doctorate degree. Our third initiative is to expand relationships with Hispanic influencers. For the last three years, we’ve been using Alejandro Berry, a well-known sportscaster on Univision, to produce vignettes and on his social media channels aligning with our sponsorship of Univision’s Liga MX. We’ve also partnered with Andres Cantor for unique radio content.
And, of course, as we know, AI or machine learnings are driving almost everything we do. Given that Hispanics are at the forefront of technology and are always connected, we ensure to be on top of those trends so that we can connect with them in the right environment.