Following is the second part of the three-part interview with Kimberly Bow Sundy, manager of PR and multicultural marketing for General Mills.
TeleNoticias: How does the continued growth of the Hispanic market impact your PR programs?
Kim Sundy: One thing changing across the boards is that it’s less about Hispanic marketing and more about digital, how certain consumers respond to certain kinds of marketing and mediums. I think that’s true whether you’re talking about the general market or the Hispanic market.
I think grass roots marketing continues to be incredibly effective with the Hispanic market, and I would say digital marketing will continue to play a huge role. Many of our news releases now are distributed digitally. So much of our activity with our consumers and our PR campaigns are based around interfacing with people in a digital way, because we know Hispanic consumers are high- consumption digital media, high-consumption cell phones, high-consumption grass roots and engagement marketing.
The programs that I do are different from those of my peers in the general market, because of the likes and dislikes of my audience, the media they consume and the way they consume it. We will continue to do more things in the digital space based on Hispanic consumers and their likes and dislikes. I think we’ll continue to do more cell phone marketing, more cell phone engagement, more grass roots things that actually engage the audience, based on its preferences.