Target Marketing spoke with Hernan Tagliani, President and CEO of The Group Advertising (TGA), an award-winning Hispanic advertising agency and PR firm headquartered in Orlando, Fla.
What makes you famous?
As one of the fastest-growing national and independent full-service Hispanic advertising and PR firms, we help our clients tap into new revenue streams by making their brands culturally relevant.
What are the most important trends you see in interactive advertising today?
The Internet is the No. 1 source for people to find information about your company and the services you provide. Your website is your business’ front window. Clients will judge you and have an idea of what you are all about by finding you on the Internet and seeing what people think about your brand.
What’s been your biggest hit of the past year?
Don Mealey’s Sport Mazda and CFE partnered to create a car sale event to benefit the Hispanic community with financing at a lower rate and a huge new and used inventory. The challenge was Sport Mazda did not have a strong brand awareness in the Hispanic community within Central Florida. It was the first time for them to create an event specifically targeting Hispanics. They also had strong competition.
We created a compelling campaign promoting a car sale event. TGA introduced this dealer to the local Hispanic market through a geo-targeted direct mail campaign, billboards, email blast, digital and radio advertising. The campaign was a tremendous success and generated a great buzz in the Hispanic community. The campaign generated close to $1 million in sales during this three-day event.
What’s your most important takeaway for marketers?
The USA is going through a significant demographic shift. ... By 2020, 80 percent of the U.S. population growth will come from minorities. ... So, if you are a business owner or a company executive, it is important to start thinking: How do you see your brand and business in the next five, 10 and 20 years?