by Claudia Ahaviah Goffan TL: Can you give us examples of company mishaps when it comes to the Spanish language, which ones come to mind? Sandra: Hewlett Packard caused some controversy in Argentina when they introduced their products in that market. Their logo bears only the initials “HP”, and to an Argentine, it translates into […]
by Claudia Havi Goffan A close look at how Cultural Differences impact Customer Acquisition and Retention Strategies. When I arrived to the U.S., 18 years ago, I opened a checking Account with Bank of America. It was obvious. The name, Bank of America, carried in it a familiarity that no other bank did. I, too, was […]
by Claudia Havi Goffan Hispanic Advertising is about connecting with the U.S. Hispanic Consumer and their real-life experiences and, sometimes, it is simpler than imagined. Learn how Oreo reached the Hispanic Consumer with this outstanding campaign. In my everyday life, I pay attention to advertisements—I simply love them. No matter where they are—TV, magazines, newspapers and […]
By Havi Claudia Goffan TL: Tell us about your professional life before launching Bodas USA Magazine. Lilian: I was working as a senior reporter for La Opinion, the Spanish-language daily from Los Angeles, writing mostly for the front page. Most of the stories I covered were the political and immigration beat as well as human […]
Let’s talk segmentation – Part I by Claudia Goffan CEO of Target Latino Graphics by Jim Perez Hispanic Market Segmentation: The reasons behind the use of acculturation levels in Hispanic Marketing. Hispanic Market segments and projected size by Claudia Goffan, CEO of Target Latino. Why levels of acculturation? In the 1900’s European immigrants would force […]