MERCADEO Versión en español
Jesus Ostos of el Jimador: Well continue reaching out to Latino consumers
15 de enero de 2013
Ostos: Seguiremos impulsando la conexión emocional con los latinos
Jesus Ostos, brand manager of el Jimador tequila, gave PRODU his take on the Hispanic market, what the company expects from this consumer niche, and the brands projects for 2013.The Latino consumer is more and more important. More brands have gotten the memo about Latinos purchasing power. As a result, they adapt their strategies to include media that reach biculturals and to give their ads a Latino touch, Ostos said.El Jimador has developed bicultural advertising strategies with its sponsorship of Major League Soccer (MLS) mens and womens national teams, as well as the Mexican National Teams tour of the United States.Weve done considerable research to target el Jimador consumers and to determine what kind of campaign strategy works best to reach them. As a consequence, we have redefined our communications strategy to effectively raise awareness among our target audience and bond with them in a way that has a positive effect on sales. El Jimador plans to employ new ways of connecting with consumers in 2013, Ostos said.This year the brand will continue extending its reach within the Latino community, as well as promoting the brand among bicultural consumers to establish an early association with that fast-growing group.Well keep strengthening the emotional bond with Latinos through the things they like, things like soccer, food and tequila, Ostos said.
