Listen to ondaCRO’s monthly Podcasts to learn more about the Hispanic Market in the U.S.! Havi Goffan shares her expertise as a Hispanic Marketing expert on OndaCro’s online radio show “Atrapados en Latam” anchored by César Concepción.
Listen to ondaCRO’s monthly Podcasts to learn more about the Hispanic Market in the U.S.!
OndaCRO is an online and on demand Spanish-speaking radio focused on social media, marketing, entrepreneurship, technology, ecommerce, communication and more. OndaCRO belongs to Grupo Prnoticias, a large media group, and it’s built from a digital and multimedia base and core.
OndaCRO strongly believes in the benefits of podcasting, so they do not broadcast live. OndaCRO centers its efforts in digging into the latest, original, great and specific content explained by top field experts.
Speak Spanish? Take a Listen!!
Havi Goffan podcasts monthly as a Hispanic Marketing expert in OndaCro, for the show “Atrapados en Latam” anchored by César Concepción.
How can you conquer the U.S. Hispanic market? With such a sizable market, what are the opportunities for companies from Spain? Havi Goffan, expert in multicultural marketing shares with us, from Atlanta, GA, her experience with Hispanic Inbound Marketing and other strategies that can help Spaniard companies target and conquer the most important Hispanic market in the Americas.
Every 30 seconds, a Hispanic turns 18 years old.
In less than 3 decades, non-Hispanic whites shall be a minority in the USA.The U.S. Hispanic purchasing power is the equivalent to Spain’s gross domestic product.
Havi Goffan is Abasto Media Pinterest Expert or Pintexpert. She is a regular contributor with Pinterest for Business articles in Spanish to this award-winning national Latino publication.
And you can read the English version of 17 Pinterest Statistics For Business You Need To Know here.
What do Tony the Tiger and Toucan Sam know about Pinterest? November/December 2014 issue.
Read the analysis of the Kellogg's Pinterest Marketing Strategy - English version.
What do Tony the Tiger and Toucan Sam know about Pinterest?
Your business is feeling the crunch this year – and your marketing budget is dwindling as a result. We’ve asked some of the most experienced public relations professionals to share their secrets on how to market a company on a small budget. Here are some of the best ways to use social media and word-of-mouth marketing to gain a competitive advantage in this tough economy.
Form relationships with other businesses that cater to your customers. Ask them to offer a discount to their customers if they mention coming from their store when they purchase from you. Feel free to reciprocate.
CNN en Español “Encuentros” conducted by Claudia Palacios interviews Claudia Havi Goffan, President & CEO of Target Latino on the Benetton Unhate Campaign. Target Latino’s main area of expertise is the generation of cross-cultural word of mouth via inbound marketing strategies.
Claudia Palacios (CP): To discuss the subject further, wee have Claudia Havi Goffan. She is President of Target Latino. Welcome, Claudia.
Claudia Havi Goffan (HG): Hello Claudia, Thank you so much for having me on your show.
CP: As a marketer, what is your opinion on this Benetton campaign?
HG: As a marketer and especially because Target Latino’s main area of expertise is the generation of “word-of-mouth”, I think this campaign is absolutely brilliant, It is all over the traditional media and the internet and everybody is commenting on Benetton’s campaign. Even if it lasts for a very short time and they have to offer their apologies to the Vatican and their apologies to Sarkozy – I don’t really believe they’ll have to offer their apologies to Sarkozy – or apologize to the White House and have to take it down, what they achieved was that they talked about them.
CP: Of course the campaign is successful because nobody is indifferent and everybody has an opinion on it but what impact would it have on a company’s interests, that in the end sells clothes? What happened when they launched the campaign with the priest and the nun kissing? Does that increase Benetton’s sales or not? Is there success in terms of revenues?
HG: It is a strategy… of shock. And what was not happening was people talking about Benetton and people buying Benetton. The majority of Benetton’s sales come from Europe. In the 90’s, Benetton was “the” brand worldwide, Latin America, United States, etc. Little by little, people stopped talking about Benetton, of the United Colors of Benetton, and their sales dropped tremendously. A campaign like this, places Benetton all over the media without the cost associated to a more traditional advertising campaign.
CP: Then it is like Benetton is condemned to executing controversial campaigns otherwise it doesn’t sell. We see other companies within product lines similar to Benetton that do not have to resort to shock campaigns and sell more than Benetton.
HG: Who choose not to use such campaigns. Benetton has a history of doing this kind of shock campaigns. In the 90’s it has a campaign with a newborn still dirty from the delivery in a photograph and these images were highly shocking to some, but no one can remain indifferent to these types of things. It is either I like it or I love it or I hate it. Part of the Benetton Unhate campaign that they have right now allows you to upload a photo of yourself in the act of kissing someone and the website’s software will match you with another person in a kiss. You also have to mention what you want to stop hating. And people are posting politics, corruption, etc. There are many people who hate this campaigns, but they are still talking about it and there are many people who believe this is a very positive campaign and like the fact that it endorses forgetting hatred and a push to re-encounter with ourselves and let’s do something controversial.
CP: Claudia, is there a debate within the advertising community about the limits these types of campaigns should or should not have> Everybody talks about them and it’s successful there’s no doubt about that. But there is criticism stating that they went too far. Do advertising professionals question this? Or have they ever questioned it before?
HG: Yes, it has been questioned through history many times. But really, the goal is that people talk about the brand and that goal was achieved. The second goal will see to the loss Benetton had on its last quarter in Europe, if it’s recovered or not.
CP: But is there an ethical conflict if Benetton wanted to sell its clothing line to Catholics and a group of them gets offended because Benetton portrays the Pope kissing and Iman? Could this, instead of increasing sales, decrease them within this group?
HG: Exactly, but not 100% of the market will purchase your clothes.
CP: Sure, but let’s say, that it does not matter, as long as it’s successful. What do you do? If it sells what we want, is that the advertising slogan?
HG: No, it’s not at all like that. I I aim to my target audience and I know this is a person that wants to change the world, it becomes about who is in alignment with my brand and with my brand’s philosophy. And Benetton has that type of positioning. It looks for someone that revolutionizes, that evolves, that these images move him or her but in a positive way and not a negative one. Evidently, because this is such a contentious and controversial campaign, a large group of people stand up and say no, this doesn’t seem right to us. How do they dare show the Pope’s image and there’s others who say no, we think it’s perfect that they show the Pope because we had enough of the hypocrisy and the hatred.
CP: Claudia, there is another element here – sorry to interrupt but we have very little time left – and it is the way in which the campaign was executed. The image of the Pope kissing the Iman was placed really close to the Pope’s chambers and it was done in a way called Guerrilla Marketing. That is, they hired some people and they post the ads and they leave. And that is a bit incoherent to take down the image now and apologize when they knew in advance it wasn’t going to be approved of by the manner in which things were done? Should we believe in Benetton’s apologies?
HG: No. But in reality these types of campaigns are executed because one knows a reaction will be the result of it. It is a strategy.
CP: Do you think any of the other leaders will react or just the Pope and nobody else?
HG: Of course, there will be more reactions. Didn’t the White House already state that Obama’s image should not be used? Hugo Chavez, I don’t know if he will opine on this but they will have to do the same if he does. It doesn’t matter. The truth is that the goal was the generation of word-of-mouth. People now will be on the lookout to see what Benetton’s new line of clothing looks like that is generating so much controversy because people are very curious.
CP: Successful, yes. We agree on that. And I open the floor to our audience to let us know if they consider the campaign ethical or not and if it is justified or if they could have had a similar effect with another type of campaign. Claudia Havi Goffan, President of Target Latino, thank you so much for joining us.
To read about the History behind the Benetton Campaign visit our blog.
CNN anchor and special correspondent Soledad O’Brien moderated a panel at the Atlanta screening of Latino in America held at the Woodruff Arts Center on Oct. 19th. The evening focused on the Latino community, issues of Education, Latino identity and overall empowerment.
This October, CNN will extend its acclaimed “In America” series of documentaries with a two-night, four-hour event, Latino in America. Reported by anchor and special correspondent Soledad O’Brien, the ambitious documentary initiative examines the growing diversity of America, revealing insight into a changing nation on the eve of the U.S. census that is expected to officially confirm that Latino Americans are the largest minority group within the country. Latino in America will premiere on Wednesday, Oct. 21, and Thursday, Oct. 22, 2009 at 9pm ET/PT.
CNN is hosting a private advance screening of an abbreviated version of the documentary on Monday, October 19 at 7 PM at Woodruff Arts Center’s Rich Theatre, located at 1280 Peachstree St., NE in Atlanta, GA 30309.
We would be honored to have you participate in a panel discussion following the screening.
Soledad O’Brien (CNN) will moderate the panel discussion, posing the initial questions to the panelists and then inviting questions from the audience at this private screening event. There will be 3-4 panelists on stage together, all community leaders like you, who represent different walks of life (for example, academic institutions, community organizations, elected officials).
Meanwhile, we will contact you within the next few days to find out if you are able to serve as a panelist. Thank you!
The “Inside Hispanic America” article provides an insiders view of many areas of Hispanic life.
What is life like in America for Hispanic Americans? What are their thoughts and concerns about family, employment, education, religion, opportunities, and healthcare? We asked Claudia Goffan, founder of Target Latino, an Atlanta based marketing and consulting firm specializing in the Hispanic market, to provide “The College World Reporter” readers with her own views from inside Hispanic America.
You can read the article in our blog.
Mariel Clark interviews our CEO, Havi Goffan on Latinas in Soccer for a NYC24 article. Check it out!