Page 58 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
In future marketing and communications, we will see a separation of brands who are authentic and those who are not. Consumers have a lot of choices and look to do business with brands who make them feel welcome, appreciated and valued. It won’t be about bashing competition or being controversial. Marketing is about being customer-centric and telling true stories using real people in real-life and relatable moments. Furthermore, brands cannot reach Hispanics through general market advertising. Therefore, we will begin to see more and more content that is tailored to them.
We also will see more in terms of value propositions and programs that aim to create relationships and build trust. We are currently doing this through new offerings like our Mix and Match plans, which offer perks like Mexico and International Business and roaming included. Connection and engagement are important aspects of how we approach marketing at Verizon and we will continue to pave the way for more relatable storytelling, tailored and personalized content, and strong value propositions for the Hispanic consumer.
What role does culture play in your overall and Multicultural communications plans?
Culture and heritage have always been deeply important to Verizon and we take pride in how we include it in our approach to the market through our product and services, plans, promotions, marketing and advertising. In addition, from a service perspective, 50% of our customer care employees are bilingual and we have more and more stores with bilingual support to better serve our diverse base.
Is there a recent campaign or messaging from your company that you are particularly proud of?
Verizon was the first brand in Oscars history to run an advertisement in Spanish on mainstream media without English subtitles. The ad was part of a new campaign called "Real Good Reasons" and was representative of a diverse mix of Verizon's customer base, and focused on how the network has helped them during moments in their lives.
The ad had such an impact that the ABC Television Network changed their standards and guidelines to allow advertisers to begin running advertisements without subtitles.
Is there a brand outside of your industry that you believe is making a strong connection with Hispanic consumers?
As a Hispanic consumer, I enjoy products from many brands and consume both English and Spanish media equally. Disney is a brand that has done a great job of understanding Hispanic cultural nuances. In 2017, Disney released the movie Coco, Pixar’s first feature film with a minority lead character. This movie was both representative and respectful.