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The Hispanic consumer can no longer be ignored. Too many opportunities are lost from lack of attention and conversation around reaching this audience. As a Latina, I feel it is an important issue to address. At the root of this problem is a lack of understanding. Why are Hispanics important? What makes us any different? How do we even reach this audience? Let's go one at a time. 

Before getting into the material, let me clarify a few terms. The term Hispanic refers to people who originate from Spanish-speaking countries, while Latino/a indicates Latin-American origins, including countries speaking Portuguese, French and many others. For the sake of simplicity, I will be focusing on Hispanic Americans but some of the material, especially related to culture, can be applied to other Latin American communities.

 

Why are Hispanics important?

According to US census data, by the year 2044 the US population will be majority multicultural. This includes Hispanic Americans, Asian American, African American and more. At the moment 43% of the population is multicultural, that's 143 million people, 65 million of which are Hispanic.

Beyond population, how about the money they bring to the table? Hispanics in the US have a higher buying power than Italy’s GDP. Pretty impressive, right? Additionally, they are dominating in a number of markets such as food, clothes and phone services

On a human level, representation, while not a new conversation, is currently standing at centerstage. People want to see themselves in the media they consume. Seeing one’s self represented creates a bigger emotional impact and attracts attention. Misrepresentation and stereotypical representation is a reality for most minority groups. For Hispanics in particular, we are too often represented as criminals, drug dealers, prostitutes or the loud dramatic best friend but almost never the strong independent main character, or the doctor, engineer, entrepreneur. Slowly things are changing. Salma Hayek recently appeared in Marvel’s, the Eternals, as a guide, leader, and main character. A Netflix show called One Day at a Time follows the story of a Hispanic American family, touching on subjects like mental health, sexuality, and race. Change doesn’t happen overnight and it requires dedication and understanding. Lets play a part in furthering this change. 

What makes Hispanics any different?

There are two factors that differentiate Hispanics from the American consumer: language and culture. These differences are at the root of most difficulties and confusion experienced when trying to reach this audience. Not understanding these differences can lead to mistranslations and misrepresentations which have a negative impact on how people in this community view certain brands.

Language

It is important to recognize that though we as Hispanics share a language, it is not a monoculture. This can be seen through variations in the language itself, food, music, and traditions. As Spanish speakers we have different accents, dialects, and slang depending on our country of origin and even the region within each country. This makes sense if you compare this differentiation to the different British, Australian, and American accents you hear while traveling or watching movies and TV. Even within the US we have slightly different words for things like fizzy drinks; soda, pop, coke, etc.. The Hispanics living in the US come from all 21 Spanish-speaking countries so we have to be careful to use copy that doesn’t have a negative or completely different meaning to a certain country. This is going to require a few minutes of extra research from you team, but it’s worth it to avoid mistakes other brands have made in the past: 

  • To demonstrate their advancements in comforts, American Airlines launched their “Fly in leather” campaign in Latin and Central America. The translation used was “Vuela encuero”, unfortunately in some countries that is translated to “Fly naked” 
  • Similarly, Coors translated their “Turn it loose” campaign to something meaning “suffer from diarrhea” 

It should be noted that for the two examples above, the translations were technically correct word for word, but the teams involved in this did not take into account colloquial meanings and slang not typically recorded in google translate or translation dictionaries. To avoid any miscommunications it is safest to do a little research before finalizing your copy. 

Culture

Culture is the reason why we think and act differently. It dictates what we value and what we look for in our surroundings. A famous social psychologist, Geert Hofstede, developed 6 cultural dimensions, one of which - “individualism” - is particularly important within the context of advertising. The Individualism scale helps define culture by identifying what is valued within the community. Countries with higher scores are categorized as individualistic, meaning they value individual success, personal reward, and personal benefit. While countries on the lower end of the scale are collectivistic, valuing family, group success, and group goals. 

The US is one of the highest scoring countries in the world at 91, signaling individualistic values. Spanish speaking countries, while varying in score, are almost all collectivistic. Research has linked this cultural dimension to how consumers react to different themes within advertisements. 

  • Consumers from individualistic countries react best to themes of autonomy, achievement, personal benefit, and expression of uniqueness.
  • Consumers from collectivistic countries react best to themes of avoiding negative outcomes, maintaining harmony, social connectedness, and fulfilling social roles.

For the Hispanics in the US it is not so simple. Hispanic Americans are on both sides of this scale at the same time. Because of different levels of exposure to both cultures, not all Hispanic American consumers have the same cultural identity. So, how this framework is applied depends on individual experiences. There are three named variations of cultural identity within this area of study; Acculturated, Bicultural, and Unacculturated.

Acculturated

Acculturated Hispanic Americans identify more with American values. For this reason they should respond more to individualistic themes, and the English language. Differing from Americans, however, they would respond well to Hispanic cultural references. This can be something like casting, music, and more. This is especially true today where a lot of people are making a conscious effort to connect to their heritage. In fact, today 66% of Hispanic Americans say “the Spanish language is more important to me today than it was five years ago.”

Bicultural

Bicultural Hispanic Americans have equal levels of the two cultures within them and their identity differs depending on how they negotiate the two cultures in their heads. The more common of the two, integrated biculturals, combine the two cultures and thus will react best to a combination of values, and language. Compartmentalized Biculturals, on the other hand, separate the two cultural identities and thus react best to either American values or Hispanic values.

Unacculturated

Unacculturated Hispanic Americans identify more with Hispanic values meaning they respond best to collectivistic themes, and the Spanish language. This group is very rarely a part of the target for brands, but a portion of this segment can however be reached using the efforts for the two other previously mentioned groups as (comprehension stat). 

It seems that the sweet spot within all the groups is a combination of values, language and culture. Most importantly it highlights the fact that in order to reach Hispanic Americans the material does not necessarily have to be in Spanish. 

Key takeaways 

How do we reach this audience?

1. Knowing your audience: This can help when choosing the best approach. Who are they?

  • Acculturated? Include small nods to the Hispanic culture.
  • Bicultural? Include stronger Hispanic themes like family, and togetherness.
  • Unacculturated? Consider a unique creative concept to execute in Spanish.

If you don’t know, your best bet is to incorporate Hispanic culture or values in some way throughout your content. Remember, at the end of the day, you probably know your target the best so trust your gut. Make sure your Hispanic American audience is a part of the conversation.

2. No direct translation: From all the differences in culture and values, having the same approach for everyone seems to fall short. This is one of the reasons why you should try to avoid direct translation. From the outside this might be seen as lazy or inauthentic and have a negative impact on brand perception. Beyond that, it simply might not have the same emotional impact that the material had in English. This is not a hard and fast rule, direct translation could work in some situations, but what is important is to take time to discuss this deeper rather than make a split second decision. Most consumers are smart, they’ll catch on to your intentions.

Alternative ways to approach this could be tweaking the concept to be more relevant to the Hispanic American audience, then develop it solely in Spanish. Another option is to include a Hispanic perspective in the English material. Think about the statistics about the US population, make content truly representative of that diversity.

3. Double check your Spanish: If you are using Spanish, double check everything. Watch out for colloquial meaning from different countries and common translation mistakes. Some ways that you can do this are consulting native speakers if they are willing, and checking the internet. When consulting the internet be aware that Google Translate will not help the majority of the time, instead try using Urban Dictionary. For example, when looking up the phrase “que lo que,” Google Translate says “what what.” While technically directly translated the words mean “what the what,” this phrase is used in the Dominican Republic as “what’s up?” Urban Dictionary does however pick up the meaning and provides examples of its usage in day to day life. 

The most common translation mistakes come from false cognates. These are words in two languages, in our case English and Spanish, that sound the same but mean something completely different. For example, the words embarrassed and embarazada, while they look the same, the Spanish word translates to pregnant. Not knowing this could lead to some very confused consumers. 

4. A sprinkling of Hispanic culture: Sometimes all that is needed are some small changes to creative. Including elements of Hispanic culture can go a long way, even without any language changes. Making the community feel represented can sometimes be enough to reach the Hispanic audience. If using this approach, watch out for overused stereotypes, and take into account the country by country differences. You might not be able to find a food that every Hispanic would immediately identify with but many would relate with a three generation household or going to a kids birthday party with more adults than kids. There are many small details that can be added beyond casting that will add to the authenticity of the material.  

5. Spanglish: Spanglish is something that most Hispanic Americans can say they use regularly. It is a mix of the language used to optimize how we get something across. Sometimes there just isn’t a word in English for a certain feeling or object and vice versa. Adding this element to advertising material is admittedly tricky to navigate and execute but if done right and in a natural and logical way it could attract the attention of Hispanic Americans engaging with the content. 

6. Be Intentional: All of these approaches have one thing in common: all of them will fail if they are not backed by the right intention. If you try to reach this audience just to reach them it will most likely translate into the work. In order to improve this gap in knowledge we need to make a conscious effort to have conversations, think about decisions, and develop useful practices.

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The 6 components of a scalable style guide that you need for communicating your brand’s unique identity and business goals.   A style guide is often seen as little more than a reference tool designers or design teams use when creating assets. As a document, or set of documents, the guidelines and standards of visual design elements, such as typography, color, iconography, buttons, forms, and grid systems provide countless design efficiencies. That being said, people often overlook the key elements of a style guide that ensure scalability.  Over the years, we have found that our clients typically take one of two approaches to their style guides – the “document-as-you-go” method, and the “built-it-before-it-comes” method. Needless to say, one of those methods creates more problems than they solve. Here at Amp Agency, our approach is the latter of the two. This is because the challenge with creating style guidelines only when you are in need of elements is that it often overlooks other existing visual elements. This leaves designers and consumers of your brand unsure of the essence and consistency of your visual language. By taking the time to develop these guides, you decouple design decisions from real-time/urgent needs and obligations that often result in “good enough for now” solutions that cannot scale.  Another reason we feel that a well developed style guide is an invaluable tool to have in your marketing toolkit is that it provides a foundation for business growth. Modern rapid business growth strategy is completed through acquisitions, mergers, and partner affiliations. When integrating with other established entities, it is important to know the details of your organization's brand and brand values, in order to clearly identify the similarities and differences with your new partners. This provides the integrating groups common guidelines to communicate around and through, and they allow consumers to feel grounded when interacting with you afterwards.  The 6 Components of a Scalable Style Guide Typography: The typography section of a style guide should include font families, font weights, and font sizes. It should also provide guidance on when and how to use each font family and weight. For example, a style guide might specify that headings should use a bold sans-serif font while body text should use a lighter serif font. The typography section should also include information on line height, letter spacing, and other typographic details. Color: The color section of a style guide should include a color palette and guidance on when and how to use each color. It should also provide guidance on color combinations and contrast. The color palette should be selected to reflect the client's brand identity and should be consistent across all design elements. Iconography: The iconography section of a style guide should include guidelines on when and how to use icons. It should also provide guidance on the visual style of the icons, such as their size, shape, and color. The icons should be consistent with the client's brand identity and should be used sparingly to avoid visual clutter. Buttons: The buttons section of a style guide should include guidance on the visual style of buttons, such as their size, shape, and color. It should also provide guidance on when and how to use buttons in the design. For example, a style guide might specify that buttons should be used for primary calls to action, while links should be used for secondary calls to action. Forms: The forms section of a style guide should include guidance on the visual style of forms, such as their size, shape, and color. It should also provide guidance on how to style form elements, such as input fields, checkboxes, and radio buttons. The forms should be consistent with the client's brand identity and should be designed to be easy to use and understand. Grid Systems: The grid systems section of a style guide should include guidance on how to create layouts using a grid system. It should provide guidance on the number of columns, the width of each column, and the spacing between columns. The grid system should be designed to be flexible enough to accommodate a range of design elements while still maintaining consistency across all layouts. Here at Amp Agency, we know your brand identity is unique and deserves a custom style guide that reflects your individuality. Comprehensive style guides provide your designers and design teams clear guidelines and standards for each design element to ensure consistency, and they preserve your brand's equity as you grow your business.  To learn more about Amp Agency’s UX Consulting & Design services, and optimize your brand’s equity, please reach out to us via our Contact Us form. Additionally, you can read about our entire suite of Experience Design and Website Development capabilities on our Services page.

  • 5 min read
  • May 25, 2023

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for April 2023. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. It Must Be The Showers As the season of Spring to its full bloom in the US, the search volume across the whole month appeared…down. We weren’t sure if Google Trends had revised the way it reported the number of queries per day or what, but the month seems lackluster in the topics that were queried and in the volume of searches. Through it all, we captured the top 3 phrases every day and have them here to review. From cable news anchors losing their jobs to boxing matches that dominated an entire day to NBA playoff action, we have the keywords that make sense of what was happening last month. Here is our take on what was reported by Google Trends. April 27th Was The Day To Search There were no phrases that were queried over ten million times last month. The most popular phrases only made the five million query count and they both were reported on the 27th. Jerry Springer - 4/27/2023 - 5,000,000+ queries NFL Draft - 4/27/2023 - 5,000,000+ queries Jerry Springer passed away on that day and news spread, driving search activity.  Unrelated, the NFL held the first night of its annual draft and it piqued the interest of fans wanting to learn more about the event. Were We Not Entertained? Here’s a list of phrases that are related to the world of Entertainment. CMT Awards 2023 - 4/2/2023 - 200,000+ queries Star Wars - 4/7/2023 - 100,000+ queries Taylor Swift - 4/8/2023 - 1,000,000+ queries Millie Bobby Brown Jake Bongiovi - 4/11/2023 - 100,000+ queries Love is Blind live reunion - 4/16/2023 - 1,000,000+ queries In terms of shows, the CMT Awards found its way into the daily top 3 as it typically does every year. More popular than the Country Music Awards was the topic of the Love Is Blind Reunion show. We’re not sure if people wanted to know more about the show or why it didn’t air during its planned time. Technical difficulties do lead to increased search volume. The other three items show that people are still interested in Star Wars as news was announced at the Star Wars Celebration Europe 2023 convention. Relationship news rounds out the other phrases as Taylor Swift split from Joe Alwyn and Millie Bobby Brown and Jake Bongiovi got engaged. The Holiday Query The one big holiday in April didn’t garner that much query volume for Google Search. Happy Easter - 4/9/2023 - 500,000+ queries Looking at the Doodles page, there was no Easter Google Doodle for 2023 which is a big factor in the lack of holiday phrases since many Doodles are connected to queries.  Not so much for last month. Earth Day got a Doodle but it didn’t impact search queries.  The Met Gala At the end of the month, the annual fundraising gala held for the benefit of the Metropolitan Museum of Art's Costume Institute in New York City was held and the theme this year was a tribute to the late designer Karl Lagerfeld, who passed away on February 19, 2019 Karl Lagerfeld - 4/30/2023 - 1,000,000+ queries Met Gala 2023 - 4/30/2023 - 500,000+ queries This event has made our report before so we pulled the chart for the past 5 years on this topic: The chart shows the highest popularity in 2019.  Looking at the trend, the interest in the Met Gala this year was down as compared to the 2021 and 2022 event. Cable News Anchors Not that the networks coordinated with each other, but two well-known cable news anchors parted ways from their employer. Tucker Carlson - 4/24/2023 - 2,000,000+ queries Don Lemon - 4/24/2023 - 1,000,000+ queries In terms of search volume, Mr. Carlson’s name was the winner and his departure shakes up the prime time schedule for Fox News. Political Queries One could argue that our last section could have been included here but we’re separating it.  Here are the phrases that were searched most that were tied to US politics Donald Trump - 4/3/2023 - 1,000,000+ queries Trump - 4/3/2023 - 1,000,000+ queries Wisconsin Supreme Court election - 4/4/2023 - 500,000+ queries Chicago mayoral election - 4/4/2023 - 200,000+ queries Tennessee - 4/6/2023 - 200,000+ queries Although the volumes do not compare to what we saw in November 2020, it does show that elections and current/past elected officials drive people to search for information. Business Items Moving on, we saw two queries that are connected to two different companies with two different trajectories. SpaceX - 4/20/2023 - 1,000,000+ queries Bed Bath and Beyond - 4/23/2023 - 500,000+ queries SpaceX launched its Starship rocket on the 20th for a test flight but it exploded before stage separation. Bed Bath and Beyond announced that it is closing stores after filing for bankruptcy on the 23rd.  NCAA Tournament March Madness finishes up in April, naturally. Here are the phrases related to the final games of the Men’s and Women’s college basketball tournament. UConn vs Miami - 4/1/2023 - 100,000+ queries LSU women's basketball - 4/2/2023 - 1,000,000+ queries Angel Reese Caitlin Clark - 4/2/2023 - 500,000+ queries March Madness - 4/3/2023 - 500,000+ queries It’s a bit odd that we didn’t see more queries for UConn as they won the Men’s tournament. We think Donald Trump’s indictment may have overshadowed that championship’s winner. Masters The Masters Tournament held in Augusta, Georgia drove searches over a few days in the first week of April. Masters - 4/6/2023 - 1,000,000+ queries Viktor Hovland - 4/6/2023 - 200,000+ queries Jon Rahm - 4/9/2023 - 500,000+ queries For the big golf tournaments, we tend to see keywords related to the leaderboard or names of the golfers who win. Jon Rahm gets that honor this year. Boxing From time to time, Boxing matches get top billing in Google’s Daily Trends report.  Here’s one from last month that took over the top three spots on the 21st and the top spot on the 22nd. Ryan Garcia vs Tank - 4/21/2023 - 1,000,000+ queries Tank vs Garcia fight - 4/21/2023 - 500,000+ queries Tank vs Garcia - 4/21/2023 - 500,000+ queries Ryan Garcia - 4/22/2023 - 1,000,000+ queries This fight got a lot of attention because it was a bout of two undefeated fighters, billed as It Doesn't Get Any Better Than This.  Even though Gervonta “Tank” Davis won the fight by KO, it was Ryan Garcia’s name that got the most queries.  The AMP team sees this phenomenon where the team or individual that gets defeated is searched for more. The queries could be motivated by the need to understand why the loss occurred. Oh, and because we predicted that UFC would show up in the April 2023 report in the March 2023 report, here’s the proof that it happened. UFC - 4/8/2023 - 500,000+ queries The NBA Has Our Full Attention With the regular season coming to a close and the playoffs starting last month, NBA-related keyword phrases made up a large portion of the data we collected for this report.  Check out the timeline from April 2023: Lakers - 4/4/2023 - 200,000+ queries Dallas Mavericks - 4/7/2023 - 100,000+ queries Rudy Gobert - 4/8/2023 - 200,000+ queries Lakers - 4/11/2023 - 500,000+ queries Miami Heat - 4/11/2023 - 100,000+ queries Bulls - 4/12/2023 - 200,000+ queries Bulls - 4/14/2023 - 200,000+ queries Timberwolves - 4/14/2023 - 100,000+ queries Warriors - 4/15/2023 - 500,000+ queries Celtics - 4/15/2023 - 200,000+ queries Lakers - 4/16/2023 - 1,000,000+ queries Warriors - 4/17/2023 - 500,000+ queries Draymond Green - 4/17/2023 - 200,000+ queries Suns - 4/18/2023 - 200,000+ queries Lakers - 4/19/2023 - 500,000+ queries Warriors - 4/20/2023 - 500,000+ queries 76ers - 4/20/2023 - 200,000+ queries Lakers - 4/22/2023 - 1,000,000+ queries Bucks - 4/22/2023 - 200,000+ queries Warriors - 4/23/2023 - 500,000+ queries Celtics - 4/23/2023 - 200,000+ queries Lakers - 4/25/2023 - 500,000+ queries Lakers vs Grizzlies - 4/25/2023 - 200,000+ queries Warriors - 4/26/2023 - 1,000,000+ queries Miami Heat - 4/26/2023 - 500,000+ queries Lakers - 4/28/2023 - 2,000,000+ queries LeBron James - 4/28/2023 - 200,000+ queries Suns - 4/29/2023 - 500,000+ queries Warriors vs Kings - 4/29/2023 - 200,000+ queries You can see the list is mostly composed of team names.  Did your team make the list? The Most Popular Sport Even though the NBA had its time in April, the NFL is the most searched for American Professional Sports league.  Besides the top query of the draft on the 27th, here are the other NFL related keywords. Aaron Rodgers - 4/24/2023 - 1,000,000+ queries Will Levis - 4/27/2023 - 1,000,000+ queries Will Levis Draft - 4/28/2023 - 200,000+ queries Aaron Rodgers joining the New York Jets and the curious case of Will Levis’ draft day(s) made the most searched terms on April 27-28th. Boston Marathon Looking back at the last 4 years of collecting daily trending keywords, the Boston Marathon has never made our list. This year is different. Boston Marathon 2023 - 4/15/2023 - 200,000+ queries Boston Marathon 2023 - 4/17/2023 - 500,000+ queries The 15th marked the 10 year anniversary of the Boston Marathon Bombing and on the 17th, the race was run in all its glory. See who the winners were. NHL Last but not least, the NHL started their playoffs in April 2023 and there were two team names that made our list. Kraken - 4/29/2023 - 100,000+ queries Bruins - 4/30/2023 - 500,000+ queries Sorry, Boston fans. The team came up short yet again. Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services.

Haven't we all been in this situation - you're trying to have a conversation with someone, but they keep talking about themselves? Somewhat masterfully, this person always steers the conversation back in their direction. Someone might even come to mind as you're reading this! This lack of connection can remind us how these conversations miss depth and meaning and can leave us feeling disconnected. Healthy relationships are based on mutual engagement, where both parties are empathetic and continually learn from one another. In short, the relationship is a two-way street. While this behavior might be easy to notice in our personal lives, it's common for it to go unnoticed in professional settings. It's often masked in the form of a disconnected Zoom meeting solely focused on services, capabilities, or products that are just missing the mark on the real benefits to the client. To truly connect with customers, we must get to the heart of the matter, uncover what motivates them personally, and focus on the benefits of our offerings. This is the crux of the features versus benefits conversation. Confusing your services and products as benefits is a well-intentioned habit we can all fall into. However, a potential consequence of this habit is that you miss meaningful connections by concentrating solely on the services or capabilities of your product offering. When we remember clients are interested in how your service can help them specifically, we can uncover the benefit behind the offer and understand what motivates them personally. The WIIFM ("What's In It For Me?") formula has always been a powerful tool to help unlock critical insights from value-adding and benefit-centered conversations.  Having an empathetic, benefit-focused approach allows us to understand the needs and priorities of our clients and tailor our conversations accordingly. Reframing the client's needs within the context of benefits is essential to create a stronger connection to cultivate both trust and loyalty. You can demonstrate how your services will meet their needs by emphasizing this. For example, if you're marketing an innovative software solution, you could highlight its ease of use, ability to save time, and how it ultimately increases your team's productivity. By course-correcting your conversations in this way, you're prioritizing the value-adding benefits over the alternative: a tunnel vision conversation focused solely on the characteristics and facets of the software.  When examining your product offering, it may feel like a Catch-22 - and that your capabilities are the features. However, by looking closer, you can bring the benefits your organization offers to the forefront in crucial ways. For example, creating a user experience that maps how your customers shop for your product can be an invaluable benefit-adding tool.  The recent partnership between iRobot and AMP's Tech team is an excellent example. iRobot and AMP partnered to develop a marketing intelligence platform that uncovered significant, noteworthy advantages and benefits for iRobot's valued customers. AMP provided iRobot customers with an understanding of the capabilities and differences between their variousmodels so they could make better purchasing decisions. The platform features three main components: an in-store application, a consumer quiz, and a comparison chart that allow users to interact with the product and receive tailored recommendations in a matter of minutes.  A vital feature of the platform is an interactive product showcase that leads customers through a quiz about how they'd like a vacuum to operate, shows them how the technology works, and makes specific product recommendations based on their input. The standout benefit the platform provides for iRobot is valuable insights for future campaigns and sales analysis by consolidating customer data and enabling ongoing engagement. The overall benefits for both the customer and iRobot are also clear. Customers can quickly and easily understand product capabilities and differentiators and receive intelligent AI-driven recommendations tailored to their specific needs. This speaks directly to their consumer's personal "why" and WIIFM "What's In It For Me?" value, which in this case could be ease of use or convenience, to name a few. The platform also provides an excellent user experience that empowers customers to purchase immediately after completion. In addition, the platform enables iRobot to gather data from across the globe through physical, tablet-based retail experiences, embeddable web experiences, CRM data tools, and social engagement tools. Using this collected data, iRobot is able to provide ongoing customer engagement and sales analysis to its customers to improve future campaigns and increase sales.   The iRobot case study demonstrates that AMP’s efforts went beyond creating a simple in-store product matching tool and consumer quiz. The final product provided customers with the value-adding benefits of informed decisions, trust, convenience, personalization, and efficiency. By empowering customers to make quick and easy decisions through these benefit insights, iRobot saw an increase in sales and engagement both domestically and internationally.  At AMP, we understand that delivering value to clients and their respective customers is much more than providing trendy designs and snappy load times. Our tech and UX teams prioritize benefits by crafting digital experiences and solutions tailored to every brand's needs and business goals. This empathetic and personalized approach enables AMP’s team to initiate new business opportunities as equally engaging partnerships from the onset. As much as providing outstanding digital experiences, we also strive to create unmatched customer-centric relationships. Our dedication to creating value through empathy ensures that clients feel both seen and heard in the solutions we provide.  With over 25 years of experience, AMP’s technology teams are highly skilled in creating user-friendly and elegant designs for even the most complex platforms all the while building experiences and digital solutions based on targeting  customers’ needs in mind.  Elements like responsive design and fast load times then become table stakes. The iRobot case study showcases the benefits of the technical solution that met iRobot's business needs and surpassed expectations on delivered results. This is just one example of how prioritizing customer-centric connections makes sense for the long run.  We believe that empathy is the key to not only building successful brands but also to creating deep and meaningful relationships that extend beyond projects and deadlines. It's not just a marketing or sales strategy - It's a necessary shift in mindset to connect with people on a deeper level. In doing so, we can directly speak to the benefits related to clients' personal ‘why’ and WIIFM. At our core- this belief in empathy drives all we do. We're not just here to design beautiful websites and seamless digital experiences (which we love and do well!); we're here to create products that mean something, resonate with our clients on a personal level and make a difference. Authenticity always attracts; we know this in our personal lives, and now we have to put it into practice in our zoom calls! By using this benefit-focused approach, you can continue to build trust, loyalty, and lasting relationships for years to come. SOURCES:  https://clutch.co/web-designers/resources/top-6-website-features-people-value https://www.searchenginejournal.com/features-vs-benefits-content-marketing/331221/#close https://www.sfappworks.com/blogs/enterprise-web-development https://www.zyxware.com/article/6453/enterprise-web-development-everything-you-need-to-know https://www.liberty.edu/web-services/blog/feature-vs-benefit-driven-copy/ https://www.yesware.com/blog/feature-benefit-selling/ https://proechosolutions.com/customers-buy-benefits-not-products/ https://blog.hubspot.com/marketing/features-vs-benefits-messaging-ht