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Eric Reynolds from Clorox: Building a relationship with the Hispanic market has given us a consistent ROI
19 de abril de 2016
Making a comparison between a love relationship and the approach the brand has aimed to build during 20 years with the Hispanic market, Eric Reynolds, CMO at Clorox, explained the tactics the brand has used to build and maintain the relationship, which have generated a consistent ROI for the brand. “Clorox is used by 62% of Hispanics in the U.S.” he assured.”We focused on the Hispanic market because the business opportunity is truly consistent. All our brands are consumed by Hispanics, who are truly willing to pay more for a higher quality brand, like ours.” The values that Hispanics share are much more aligned with those shared by the brand, such as: family, people and that cleanliness counts” explained Reynolds, amidst the 2016 annual AHAA conference. The challenge that the company is undertaking to continue cultivating this close relationship with the Hispanic market is a broad diversity of the target: “We will have to trust the use of technology and effective tools to talk with our Hispanic audience in real time, in an increasingly closer, friendlier and intimate way.”To achieve this goal, they will continue to focus on the digital platform: “It is the ideal tool to maintain that relationship with Hispanics, because they have different cultures and the digital platform allows us to find that audience we want to address and talk to them in a truly authentic way for the message to be accepted.”
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