As marketers and brand specialists strive for maximum affinity, few organizations recognize the value of origins. All companies regardless of industry start out with a unique story and then make every effort to share that story with the world.
A story is made up of unique characters who all work together to bring about a memorable collection of individual tales, singular characteristics, and dynamic experiences. Some stories transcend the boundaries of time.
Reaching a point of maximum brand affinity and audience engagement in the Latinosphere is accomplished through careful research, strategic planning, and authentic insights. However, there is another plateau that only a few are able to reach. A level which exists where customers become raving fans and active advocates.
Advocates are more valuable than repeat customers.
Why? Because they are active constantly sharing your story helping your brand achieve tremendous return on investment.
How do you reach this point of advocacy? It's not easy but is made simpler when we remember our humble beginnings and stay true to our roots.
Take Pitbull for example.
He recently took home a 2011 Premio Lo Nuestro award for Artista Del Año in the Urbano category. While on stage, he made a special effort to thank those from the Miami 305 area code. Why? Because he knows where he came from and stays true to his origins. Some individuals attain a certain level of success and forget where they came from often falling short in the categories of retention and loyalty.
Sometimes...a little recognition is all it takes!
And remember...it's more expensive to capture new customers than it is to retain your existing ones.