Center for Hispanic Leadership Comes Full Circle Launches Full-Service Marketing Lab

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Hispanic Marketing Strategies Infused with a Cultural Edge Promises to Enhance the Competitive Advantage of U.S. Corporations

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We help brands learn how to make Hispanic consumers a more integral part of their company’s innovation efforts in order to more authentically serve this segment’s unique needs.

In response to the high demand for the Center for Hispanic Leadership (CHL) to offer a wide-range of strategic marketing and communications services, the Center has launched the CHL Marketing Lab, a business development and strategy consultancy division focused specifically on the Hispanic market.

Based on years of CHL research and experience working with Fortune 500 companies regarding how Hispanics think and buy, CHL Marketing Lab will help brands earn loyalty and trust from a rapidly growing consumer segment that puts a premium on its cultural values that shape the Hispanic mindset. “We believe that the Hispanic market is a long-term journey that requires a real commitment,” explains Glenn Llopis, CHL Marketing Lab President and frequent writer for Forbes, Harvard Business Review and Huffington Post. “It demands the understanding of critical cultural insights that shapes the way Hispanic consumers think, buy and build relationships with brands.”

With insights into what triggers Hispanic behavioral cues and how to engage viral reach for brands, CHL Marketing Lab strives to help build profitable Hispanic business models. Carefully guiding companies to most effectively see and seize the unique Hispanic opportunity across multiple revenue streams, CHL Marketing Lab assists brands to dominate the Hispanic market in their respective industries. From designing corporate strategy to product and service innovations directly with clients and/or with their advertising agencies, CHL Marketing Lab ensures that a company’s Hispanic sales, consumer outreach efforts, and marketing campaigns are in alignment with its Hispanic business model and overarching strategy.

“We recognize that a successful Hispanic strategy is a change management exercise,” adds Llopis, who recently appeared on MSNBC offering perspective on Hispanic marketing strategies such as the ones employed by the $40-million-dollar Pizza Patrón fast-food franchise. “It requires pushing the boundaries of the business model in ways to which one is not accustomed. It also requires the same levels of rigor one would require of any large, exciting growth opportunity, but is very different due to language and cultural cues, and perhaps distribution channel and route-to-market considerations.”

With an approach based on critical opportunity management steps inspired by the bestselling book, Earning Serendipity, authored by Llopis, CHL Marketing Lab will guide companies to see, sow, grow, and share opportunity – which is key in capitalizing and sustaining the Hispanic opportunity in the long term. “CHL Marketing Lab’s focus is unique, as we are not about just launching Hispanic campaigns,” explain Marisa Salcines, CHL Marketing Lab Director of Business Development and Media Relations. “It’s about guiding companies in making a commitment to foster a long-term relationship with a consumer group who wants brands to respect their opinions. We help brands learn how to make Hispanic consumers a more integral part of their company’s innovation efforts in order to more authentically serve this segment’s unique needs. ”

In order to change the current context and conversation about U.S. Hispanics from misrepresented stereotypes to catalysts for growth, the business world needs to think of Hispanics and their immigrant perspective as a powerful source to help America that will strengthen global competitiveness, prepare organizations for global market expansions, and create new products and services. Always growing opportunity, CHL Marketing Lab is the next incarnation of CHL’s expertise and consultancy services allowing for a much wider range of offerings for corporations, small businesses, and advertising agencies than ever before.

For those companies that are serious about earning loyalty, trust, and empowering their targeted Hispanic audiences to help grow their businesses, CHL Marketing Lab will help them create value, invest wisely, and engage authentically with the Hispanic market. The Hispanic opportunity is here, and CHL Marketing Lab will help organizations build a road map towards profitability – in world where culture is the new currency for growth.

About CHL Marketing Lab
CHL Marketing Lab is a business development and strategy consultancy focused specifically on the Hispanic market. We believe that the Hispanic market is a long-term journey that requires a real commitment. It demands the understanding of critical cultural insights that shapes the way Hispanic consumers think, buy and build relationships with brands.

CHL Marketing Lab’s goal is to help you build a profitable Hispanic business model. We carefully guide your company to most effectively see and efficiently seize the unique Hispanic opportunity across multiple revenue streams that will allow your brands to dominate the Hispanic market in your industry. We work with companies that are serious about earning loyalty, trust and empowering their targeted Hispanic audiences to help grow their business.

We offer the following services directly to our clients as well as in conjunction with their agencies:

  •     Corporate Strategy
  •     Brand Development
  •     Online Content/Communication Platforms
  •     Product & Service Innovations
  •     Thought Leadership
  •     Cultural Competence
  •     Hispanic Spokesperson
  •     Sales & Marketing
  •     Social Media
  •     Public Relations

To learn more about CHL Marketing Lab, please visit us at http://www.CHLMarketingLab.com.

About CHL Corporate

We build brands from the outside in.
Instead of selling to Hispanic consumers, let them help build your brand and enable them to influence its growth.

We develop Hispanic leaders from the inside out.
By embracing their unique immigrant perspective instead of assimilating so quickly, Hispanic employees are enabled to innovate and lead your business with cultural authenticity.

As the only Hispanic human capital, business development, and marketing consulting firm of its kind, CHL’s unique approach is centered on building leaders and building brands by clearly demonstrating how these two facets are interconnected and dependent on each other. To learn more about CHL Corporate, visit us at: http://www.centerforhispanicleadership.com

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Annette Prieto-Llopis
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