Alvaro Luque, president and CEO of Avocados from Mexico, recently told students in Kansas State University’s College of Business Adminstration that having the right viewpoint on advertising is the key to success.
Luque discussed his company’s Super Bowl ad strategy as part of the college’s Business of Sports and Entertainment Speaker series.
Avocados from Mexico is an organization that coordinates marketing for the Mexican Hass Avocados Importers Association and the Association of Growers and Pakcers of Avocados From Mexico.
According to Luque, the responsibility you have as an advertiser is to create value and growth. He said looking at and understanding your audience is important, and you need to have content that can cater to your whole audience.
Luque spoke to the class about the process it took for his company to reach the growth they have when it comes to advertising. Avocados from Mexico has produced commercials trying to give its audience unique experiences over the last few years. During that time, the company has spent around $7 million for a total combined air time of two minutes and 30 seconds.
A big point of emphasis from Luque was talking about how companies look at their investments.
If the main focus of having an advertisement during the Super Bowl is the amount of money a company will make off it, then it’s probably not worth it.
But he said if you view it as a campaign instead, using the opportunity is the most underrated media investment you could make.
“The creativity that was demonstrated by Luque and his team in their Super Bowl ad campaigns was really inspirational for the class,” said Doug Walker, associate professor of marketing and leader of the speaker series.