Latin-based businesses are rapidly revolutionizing our growing society, as our various tastes, trends, and perspectives evolve. However, that wasn’t always true. So, how have they changed and how has marketing benefitted them? Here are a couple of Latin businesses and brands that will shed light on these changes.
Latin Businesses Bring New Opportunities
Based in Mexico City, Apli is Latin America’s first on-demand jobs marketplace that allows certified workers for jobs and projects, even as short as one day. Its initial purpose was to connect workers with in-demand restaurant jobs but has quickly grown to reach a broader audience, by helping connect workers with a wide variety of jobs.
Their mission is to provide flexible employment opportunities that would allow students, unemployed individuals, family providers, etc. to have peace of mind and less hassle in employment. One of their key focuses in accomplishing this is by connecting companies that are struggling in keeping up with high-turn over of employees or experiencing high demand peaks with workers, who are willing to and/or seeking those tasks and jobs. Proudly founded by Vera Makarov and Jose Maria Pertusa in April 2016, their idea for the implementation of the technology would aid in streamlining and improving the unreliable process of finding willing workers.
Later launched in October 2016, Apli launched the world’s first “on-demand jobs chatbot” for Facebook Messenger, winning them the Seedstars award for “Best Mexican Startup”. Having their being the first Latin American business to innovate has helped in their success, but their marketing strategies have also strengthened their rise to prominence.
Find a Problem and Solve it
Before starting Apli, Jose led marketing and partnerships at Linio, which is the largest online retailer based in Latin America. He was also the growth manager for Facebook in Spanish-speaking Latam. This experience and skill-set, have allowed them to smartly focus on the automation of recruitment between workers and companies. This leads to them further identifying Apli’s specifics that would benefit users, by mentioning their key traits in their advertisements and commercials like “automated screening with AI”, “guarantee effective onboarding”, and “built-in skills assessments and video interviewing”. As commercials and advertisements are now as short as 5 seconds to fit the attention span of viewers, this direct approach allows viewers and consumers to quickly understand what Apli is about and is selling.
Help in Everything You Can!
Insurance is not a concept that everyone can afford, nor was it easier before Molina HealthCare came along. Founded by C. David Molina, who was an emergency physician in Long Beach, California, Molina’s goal was to treat as many people as possible.
During his profession as a physician, Molina experienced and witnessed many patients who were forced to turn away, as they could either not-pay or not have their current Medi-Cal insurance accepted. Heartbroken witnessing this, David Molina decided to pursue creating a healthcare plan that would accept as many patients as possible, regardless of their financial standings. Molina Healthcare eventually was awarded among the best 100 corporate citizens by the Business Ethics magazine.
This has allowed Molina to prosper more easily with ethical pursuits. He set the tone for how they wanted their audience to interact with them through their ethical pursuits, allowing for an easier focus on marketing. With a crystal clear goal and mission statement set, Molina Healthcare was able to quickly disrupt this part of the health industry, by accessing their resources like spreading the word (word of mouth: WOM) to various health centers, sharing the alternative with patients who’s insurance was rejected or couldn’t afford to pay the medical bills. This also led to partnering with other medical institutions to further advertise their advantage over other insurance companies.
