What’s on the agenda on October 22? Is it attending Marketing Edge? This one-day mega dose of inspiration and insight, also known as one of AMA Houston’s major yearly conferences, will feature top marketers from across the country. You’ll be able to indulge in three keynote sessions, four breakout sessions, and panels with more than 20 speakers. With all of these possibilities, you can tailor your experience to your specific interests.

Recently, we had the opportunity to interview Hernan Tagliani, one of our keynote speakers at Marketing Edge. After you hear his story, we guarantee that you’ll come away excited to attend.

Name, role, and current company? 

My name is Hernan Tagliani, President/CEO of The Group Advertising. We are one of the fastest-growing independent multicultural advertising and digital agencies. We deliver award-winning marketing and creative services across the U.S.We are based in Orlando, Florida; and we also have offices in Miami and New York.

Over the past 13 years, we have helped national and regional corporations develop additional sales and revenue by showing them how to engage and activate the U.S. Hispanic market. We have a deep understanding of the Hispanic market and its culture. That insight helps us create stronger, culturally relevant strategies that are far more effective.

I am a leading Hispanic communications expert, business speaker, and author of the book “The Hispanic Market for Corporate America. How to Make your Brand Culturally Relevant.” I am also a national and international contributor to The Business Journals (43 publications with more than 12 million online monthly viewers), as well as the Houston Chronicle, Entrepreneur Magazine, and Forbes Magazine (the Dominican Republic and Central America editions).

How did your earlier career choices lead you to where you are now?  

Ever since I was a little kid, I was always intrigued by the commercials on TV. After finishing high school, I knew that I wanted to be a part of this amazing industry so I decided to enroll in Palermo University in Buenos Aires, Argentina. Before earning my MBA in advertising and communications, I started working at age 17 as the marketing and PR coordinator of a book publishing division at an international media company.  

Since then, I worked for many international brands through well-known ad agencies such asJames Walter Thompsonin Buenos Aires. While in Argentina, I partnered with two friends and opened a successful ad agency in 1998. Then, in 2001, I sold my agency to my partners and moved to the U.S., where I worked for several national ad agencies, helping them begin a new era of Hispanic marketing.

In 2006, I decided to open my agency, The Group Advertising. Since then, my firm has grown at a fast pace. We have offices in Orlando, Miami, and New York. I love what I do. I am passionate about doing it right, treating people right, and delivering true value.

What did you do at work yesterday?

Besides running the operations of my agency, I started brainstorming some ideas on my second book, as I am negotiating a contract with a well-known publisher in the UK.

What will you be speaking about at Marketing Edge? 

There are 133,211,770 multicultural Americans in the U.S. and they account for 37.5% of the U.S. population as of 2019. In addition, Hispanics account for the largest multicultural segment at 19.5%, and are the second fastest-growing ethnic group since 2000, with 83% growth. 

As the market changes and evolves, it forces corporations and non-profit organizations to reevaluate their marketing strategies to assure a steadfast growth for the years to come.

Technology and diversity are challenging companies and their brands to redefine themselves, discover new market opportunities, and develop compelling customer experiences. 

I will dive into why culturally relevant strategies and having a diverse and inclusive workforce are key to gaining the competitive edge that organizations need in today’s hypercompetitive market.

What are ways you or your company have addressed accessibility? 

When speaking about accessibility in relation to disabilities, it refers to how something is designed to be used, reviewed, read, or otherwise accessed by someone who is living with a disability or impairment of some kind. As part of the D&I initiative of a corporation, this has been overlooked many times and it should be an essential part of this Initiative. We have been helping businesses through the development of web pages that are accessible to disabled consumers.

What are ways you or your company have integrated automation into your marketing strategy? 

 In the technology era we are living in right now, automation plays an important role in the day-to-day operation of the agency, executing campaigns and tasks for our clients. We use different software platforms and technologies designed for our client’s marketing departments and organizations to more effectively market on multiple channels online and automate repetitive tasks. From digital, market research, CRM, sales lead generation, and agency performance, these automation systems help you run a tight ship.

What are ways you or your company have been innovative in your marketing strategy?

In this market, you must create an experience if you want to generate a sale. We believe that the market is shifting from a transaction-focused to a brand-experiential standpoint. With today’s diverse, tech-savvy, and more demanding audience, you have to create an experience from the moment a consumer first interacts with your brand. That experience must keep them engaged throughout the purchase process and keep them connected afterwards.

The old-fashioned, inefficient way of thinking that we still encounter with some corporate executives is: “You come to us if you need our product or service.” You simply cannot have that mindset in this marketplace if you want to survive.

Today, you need to reach out and connect with consumers within their lifestyle. You must create a memorable experience and messaging that will resonate with them where they live, work, and play. Maintain the momentum all the way from introduction to well past the purchase. Keep them engaged and you will have a loyal customer. This is crucial if you want to increase revenue, market share, visitors, and to set yourself apart from your competitors.

Sociologists believe that technology contributes to the demand of authentic cultural connectivity. Consumers do not buy products or services anymore. They buy brand experiences. It starts from the first time they visit your website, walk inside your business, or even interact with your customer service team. You have to be able to fulfill your customers’ needs, wants, and desires. You must have a genuine understanding of their culture so you can build loyalty, increase retention, and turn them into your brand ambassadors.

Over the past 13 years, we have helped national and regional corporations develop additional sales and revenue by showing them how to engage and activate the U.S. Hispanic market. We have a deep understanding of Hispanic consumers and their culture. That insight helps us create stronger, more culturally relevant strategies that are far more effective. Our clients enjoy partnering with us because our approach activates a greater number of consumers. It also saves them time, marketing dollars, and helps them tap into a growing new revenue flow from Hispanic consumers on top of what we are already producing from their mainstream market.

How have you seen technology transform marketing? 

As the market changes and evolves, it forces corporations and non-profit organizations to reevaluate their marketing strategies to assure a steady growth for years to come. Technology and diversity are challenging companies and their brands to redefine themselves, discover new market opportunities, and develop compelling customer experiences. We have become an instant gratification society where the use of the Internet and digital technologies make it possible with the simple touch of a screen to get instant access to just about anything. Customers are more demanding, product savvy, and they also have higher expectations. This has become a make or break situation for many corporations including non-profit organizations.

Every industry has been affected by this cultural and demographic shift even though some brands are still not embracing the whole concept. The one-size-fits-all approach is now outdated, and the more progressive companies are realizing that it is no longer cost-effective. Corporations have to be more strategic in their approach and develop a deeper understanding of the customer base they serve. At the end of the day, is not about language anymore. It is about culture and how well you understand it to assure a sustainable growth of your brand and business moving forward.

What technology is on your 2020 bucket list?  

I am intrigued about the evolution of AI (artificial intelligence) and how that will impact the world we live in.

Feeling inspired? Hear Hernan tell his story next week at Marketing Edge! Join us at the Norris Conference Center from 8:30 a.m.5:00 p.m. We hope to see you there!

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