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Rick Gómez from Target: The Future Lies in Adopting an Integrated and Holistic Marketing Approach
Manuela Walfenzao| 6 de enero de 2017
Gómez: La fórmula de los estereotipos no funciona
AHAA recommended a new Star Tribune article that reveals the strategies implemented by Target to reach Hispanics. During the Christmas holidays, the company launched a campaign that emphasizes efforts aimed at Hispanic consumers.“Our guest is becoming more multicultural” stated Rick Gómez, Marketing SVP at Target. “We see that as an opportunity.” The company has an important number of Spanish-language ads, which have appeared increasingly on Telemundo and Univision. Their investment in Spanish-language ads was boosted by 67% for the holidays. Their marketing efforts have an ethnic touch and models of all shapes, shades and hairstyles.The star of their Christmas campaign is Kylie Cantrall, a bilingual Venezuelan-American 11-year-old actress, who was in both commercials. “Holiday is a good example of what I think the future is — which is not creating siloed marketing plans but having an integrated, holistic approach” Added Gómez. “We’ve moved away from separate marketing plans and separate efforts focused on the Hispanic guest from the general market.”For the Executive, this approach must not be mistaken with stereotyping the Hispanic consumer and using the same size fits all strategy.
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