Marketing

Matador Agency Launches to Fill Strategic Void for Latino Marketers

  2008 NOV 24 - (VerticalNews.com) -- Luis Caballero, partner and president of Matador Marketing Group, a Latino communications firm based in Fort Worth, Texas, announced that the firm has opened its doors to provide "killer" new strategies for marketers currently targeting - or those seeking to tap - the buying power of the fast-growing U.S. Hispanic population.

  "There is a gaping void in the strategies used to effectively engage Latino consumers. Typically, many brand marketers and their multicultural agencies mirror the traditional advertising campaigns and strategies. Matador employs a sharply focused philosophy that is media agnostic, culturally relevant and engaging in a personal way that a mass advertising approach, alone, cannot duplicate," said Caballero.

  The philosophy - branding at the point of contact - and Matador's Brand Roots(TM) process offers clients a new, more efficient tool for gaining traction and fostering brand loyalty among U.S. Latinos. "A tree grows from the roots up, not from the branches down. Brand Roots engages on a socially and culturally relevant level, the point of contact, then goes 'in for the kill' to secure the brand relationship," Caballero said.

  Caballero honed his insights during his 18-year career devising and implementing multicultural and field marketing campaigns for Fortune 500 companies such as Yum! Brands, Subway, Church's Chicken and others, and directed Hispanic agencies such as Cartel Creativo and Dieste. He also worked on Hispanic accounts for Burger King and Coca-Cola while at Sosa & Associates (now Bromley Communications) in San Antonio.

  "Like un-sexy, but highly effective, disciplines such as direct marketing and public relations, field marketing has long been considered an ugly step sister to the more glamorous 30-second television spot or spread print ad. We believe that the marriage of field marketing-based strategies and keen cultural insights will yield better results for marketers. In my experience, many of the initiatives that became national campaigns were created and incubated in the field. By the time mass advertising was used to support the initiative, we already had momentum and traction to ensure success. Many brands will find this approach intriguing, especially as they seek new ways to build sales and share in these soft economic times," said Caballero.

  According to the Census Bureau, Hispanic purchasing power is expected to reach more than $1 trillion by 2011, and Caballero wants to make sure that businesses targeting these disposable dollars understand the significant challenge they face.

  U.S. Hispanics represent 20 Spanish-speaking nationalities, which means that marketers can no longer rely on direct translations of advertisements from English to Spanish. Marketers have made mistakes in the past by translating messages accurately, but not in a culturally appropriate way. This has created an emphasis on marketing with a bilingual or bicultural staff.

  Differences in age, country of origin, language use, income and education have led to the formation of a variety of Hispanic market sub segments that must be addressed in unique ways. Each Hispanic group has its own set of values and traditions. Brand awareness and usage levels often differ dramatically from general market patterns, and Hispanic consumers value different product attributes.

  "Another major factor is the role that Hispanic youths play in the market. They are extremely tech-savvy, and have established strong ties with both American culture and their family roots," said Caballero.

  As this complex and diverse group of U.S. Hispanics continues to evolve, Matador Marketing Group will help companies put their brand in relevant terms for the Hispanic community.

  For more information about Matador Marketing Group and Luis Caballero, visit www.thebullfight.com or call 817-546-8372.

  Keywords: Matador Marketing Group.

  This article was prepared by VerticalNews Marketing editors from staff and other reports. Copyright 2008, VerticalNews Marketing via VerticalNews.com.