KEY TO MARKETING,
EMPLOYEE GROUPS
LESSON 7
LESSON V
LESSON 6
SALES, RECRUITING
Employee-resource groups, also known as
affinity groups and employee networks, “get”
your customers and the diverse talent you
want to attract. Make these groups part of
the strategic business plan and rely on them
to connect with their communities.
LESSON 5
LESSON 4
different groups, you’d better
understand that group
really well because you
can wind up offending
instead. And that insight
started a whole rationale behind
making sure that we created a
whole campaign from the Hispanic
viewpoint. And they constantly
look at different advertising.
We translate every document that
we have into Spanish, into other
languages based on the area, and
I don’t know if you realize this,
but pieces of fish for Red
Lobster are said differently in almost every
country. For example,
red snapper in Mexico is
wachinango. No other country calls it wachinango. So if you’re
doing recipe cards, or you’re doing
VALIDATE MARKET-ING/SALES PLANS
LANDMAN-GONZALEZ: Menu decisions—we do testing with those
affinity groups. They view
our advertising for the
first time and they give
us incredible insights.
When we started originally looking
at Olive Garden commercials in
Spanish, we took it to the Hispanic
resource group and they looked at
it and it didn’t feel right to them.
And what we had done is what’s
done all the time—we just took
our whole branding piece and just
translated it on many levels, and it
didn’t work. And they were one of
the first to say, “I don’t feel good.
When I look at that commercial,
I don’t feel proud to be Hispanic,
and I’m not even thinking about
Olive Garden.”
If it’s not speaking to you
or it’s not resonating with you,
and you’re going to advertise to
LESSON 3
LESSON 2
LESSON 1
