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SBD/October 6, 2011/Events and Attractions
IMG Sports Marketing Symposium: Panelists Take A Look At The U.S. Hispanic Marketplace
Published October 6, 2011
CUTTING CORNERS: The executives spoke about cutting corners in a marketing campaign. Vitarelli: “You can’t just take a commercial from XYZ country and adapt it. You’re cutting a corner and you’re not connecting with this multicultural Hispanic American person, which is very different from somebody from a Spanish-speaking country outside of the United States.” Findlay: “If the message isn’t right, then … you’ve lost your money and you’ve certainly lost an opportunity. And even worse than that, you have given an impression as to how you view your product vis-á-vis that consumer and so you’ve just communicated a lot, which is, ‘I don’t understand you and you don’t matter.’ No faster way to tank your brand than to do something like that.”
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