“How to target, segment, and execute a marketing strategy in the evolving multicultural marketplace” was the timely topic of the Aventura Marketing Council’s June breakfast meeting hosted by FirstService Residential, the leader in property management services, in cooperation with Indigo Events - a full production “marketing through events” company.
AMC Chair Cliff Schulman of Weiss, Serota, Helfman joined by FirstService Regional President Tim O’Keefe and Gladys Mezrahi, President of Indigo Events, helped welcome hundreds of business and community leaders gathered at Turnberry Isle Miami. The meeting’s special guests included internationally-acclaimed marketing experts: Roberto Oliva, CEO of O Americas Group; Yael Dornbusch, Zumba Fitness Global Marketing Director; Salomon Levy, Channel Director for Discovery Networks Latin America/U.S. Hispanic; and Karen Udler, Strategic Insights for Alma DDB/McDonald’s Hispanic Outreach.
Sharing innovative strategies for expanding markets and increasing sales, Oliva emphasized, “Do your homework regarding your target market.” He provided examples such as being aware that a message in one language may have a totally different interpretation in another; and how understanding family demographics and psychographics can help create more effective international advertising and marketing campaigns that “fit the culture.”
Dornbusch highlighted global connectivity initiatives. “Utilizing social media forums, surveys and ethnic market research can provide insights into cultural values so you can maximize product positioning and message relevance.” Levy and Udler reiterated the importance of knowing what motivates multi-cultural consumers and which media they’re actively tuning into. “Targeted, relevant and unique business building communication ideas can “bond consumers with brands.”
Close to home in Aventura, O’Keefe explained, FirstService Residential manages 35 properties, maintains pristine municipal landscaping and routinely sponsors city events including Founders Day and Arbor Day. The largest manager of residential communities in North America, FirstService Residential oversees more than 6,000 properties and more than 1.5 million residential units across 19 U.S. states and three provinces in Canada. Their success strategies are based on innovative technology, specialized product expertise and industry-leading training. These ensure the highest quality service, help associations operate more efficiently and protect property values while enhancing the lifestyles of residents living in the communities FirstService Residential serves.
AMC members taking advantage of great multicultural business building opportunities at the breakfast meeting especially appreciated Gladys Mezrahi’s concept to expand the scope of networking services offered by Indigo Events. Beyond creating flawlessly executed social, corporate and fundraising functions, Indigo’s “Business Connections” is an exclusive international networking series for business owners, decision-makers, and professionals across Latin America.
For more information, visit Fsresidential.com; Indigoevents.net; Almaad.com; Corporate.discovery.com; Zumba.com; Oamericasgroup.com
Written by Bari Auerbach
Photography by Andrew Goldstein