Grupo Balmaseda

Branding / Creative / Transcreation / Consulting / Outreach

Branding

Grupo Balmaseda’s unique marketing consulting practice is driven by our knowledge of the Hispanic / Latino market in the United States. As the largest minority ethnic group experiencing unprecedented booming growth, knowledge and breadth of experience is required. It is our objective to address the needs of more than twenty distinct countries, which trace their roots to Spain. The glue that holds these countries together is their cultural values, religious belief and use of Spanish. Albeit many words have varying meanings in different countries.

The consulting we provide is based on your individual and evolving needs. Whether you need a liaison between marketing and general market agency of record or a complete strategic plan to determine the viability of entering this market, we can help. Within the broad spectrum of Hispanic / Latino consulting services there are several areas in which we specialize. They include but are not limited to:

Corporate Identity / Branding

The art of communicating to the diverse U. S. Latino population is complex. There are twenty-two Spanish speaking countries and by far the overwhelming majority is from Mexico or Mexican-American. What was once a fairly easy to reach target audience concentrated heavily in five geographic areas is no longer the case. Latinos are spreading into many areas of the U. S. in rapid numbers. They have differing levels of education, income, acculturation and assimilation.

Providing advice to adapt your Identity/Brand may involve segmentation of voice to meet the needs of this rapidly growing market. There is an increasing number of brands and service offerings being developed specifically for this audience - - Hispanic / Latino consumers are extremely brand loyal. This is also the case if your organization is a university or government depending on votes. Latinos respond when their touch points are specifically addressed.

Creative Services

This offering represents a broad spectrum of communications well beyond broadcast, print, radio, internet, etc. this audience responds above average to grass roots marketing and in particular Latino events. Grupo’s virtual team of creative consultants has the depth and breadth to either work with you directly or to act as consultants working with your general market agency of record to reach the Hispanic market.

Transcreation of Advertising

Transcreation is working with existing concepts and campaigns to culturally and linguistically adapt them so they make sense and resonate well to the Latino emotional soul. It has over and over again been proven that simply translating general market creative work does not yield effective results. Our experience is based on working with clients directly, as well as agencies, to adapt or create unique creative products based on budget parameters and objectives. It is possible to achieve above average results with modest budgets by working with seasoned agency professionals on a consulting basis.

U. S. Hispanic / Latino Marketing Consulting

Our consulting practice is broad based and includes all types of projects. We also excel within university and government to increase diversity at all levels of an organization. The practice incorporates a vast array of simple to complex assignments ranging from a communications audit to a complete strategic plan including a marketing plan that addresses the development of tactical plans, market segmentation, and regional analysis to determine market share and growth potential for a product, service or organization. We can assist with repositioning a brand to launching one targeting the Latino market. Speaking to such a diverse audience may require publicity and public relations either on a project basis or on-going retainer basis over a sustained period of time. We have an associate in our Miami office whose expertise is PR for the Latino market.

Diversity / Multi-Cultural Outreach

Whether it’s the development of a human resources recruitment program, supplier diversity strategy / campaign, internal and/or external campaign to communicate the successes or results your organization has made is often a good idea and can garner goodwill and increased loyalty among employees, suppliers, and stockholders.

There are consumers who pay attention to diversity and a growing number of loyal employees who are attracted to and are retained by an organization with measurable diversity objectives. It’s about the bottom line and shareholder value. The touch points for the Hispanic / Latino segment need to be aligned to meet the evolving needs of the rapidly changing market.