By Lisa Sussman, Creative Marketing Consultant and Graphic Designer
We spoke with Dr. Beniflah about this event, his recent study with Magna Global and what marketers might be surprised to learn on Thursday.
JB: I think that there’s a lot of oversimplification that takes place. The biggest mistake that I see right now is marketers trying to find a universal truth, something that works across all segments strategically. That’s an efficiency model, but I think when you develop strategy it has to be effectiveness first and efficiency second. What’s going to drive your sales is purchase and efficiency doesn’t drive that necessarily. I think there’s an opportunity to develop something more effective.
Q: Tell us about the Magna study that you’re working on.
JB: The study that we just finished with Magna Global has the potential to change the way we measure Hispanic TV audiences across the board. We looked at TV viewership at a very granular level, and we saw big differences in what Hispanics watched between those that were foreign-born, US- born second generation and US-born third generation. Of the top 5 networks that the first generation foreign-born Hispanics watched, Univision and Telemundo were 1st and 2nd. By the time that they were second generation, the top 4 were all English language, Univision being 5th. By the time we saw third generation Hispanic, there were no Spanish networks being watched among the top 5 networks. If the media usage is different by generational level, why can’t we then target them by that metric?
Q: Why is it important for marketing professionals to attend Thursday’s event?
JB: Hispanics represent segments of growth for organizations. So companies are targeting them because they need them to grow their business. Therefore almost every general market agency and client will have to understand this very diverse and digitally connected consumer. My hope for this event is that we put everything on the table, no holds barred. There’s a lot to discuss.
TICKETS ARE STILL AVAILABLE!!
Click here for details.
When: THURSDAY, JUNE 18, 2015 6 P.M. TO 9 P.M.
Where: Omni San Francisco Hotel
500 California Street – San Francisco, CA 94104