The Bixal Approach
Bixal's approach abandons the traditional marketing paradigm of one-way communication, which leaves the recipient unable to respond or react to what is being said. Instead, we focus on creating a productive conversation around your products or services that engages the members of the Latino community you need to reach.
Bixal promotes a new communication model that emphasizes a constant exchange of information and feedback to establish a meaningful dialogue. Bixal also holds the firm belief that the development of an effective communications strategy should be based on the following steps:
- Develop an in-depth understanding of key organizational goals as well as an appreciation for the unique internal structure and business reality each organization operates in.
- Identify the specific groups the organization wants to engage and take steps to truly understand who they are, using the most appropriate methods and resources. Important factors to consider include demographics, nationalities, levels of acculturation, and language use.
- Align organizational goals with user needs to build dynamic, technologically innovative and culturally relevant communities and solutions.
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Identify key metrics based on goals and objectives to track, measure and manage communications initiatives.
Leveraging culture, language, and technology to promote real communication
The often-used approach of taking an organization's general market materials and simply translating them into Spanish leads to the creation of content devoid of meaning and cultural context. Instead, Bixal leverages its knowledge of how the U.S. Hispanic and Latin American markets receive, use, and understand the online information they consume to build culturally-appropriate, integrated communication plans.
In today's increasingly complex media landscape, new communication technologies are being used in new and interesting ways every day. Bixal helps its clients choose the right technology for their specific objectives, which may include a website or blog, an online community, the use of a social media platform, or the development of a mobile application. Once all these pieces are in the right place, the free-flow of information between organizations and users has the power to transform your organization into an influential thought leader in this important and growing community.