Representatives of 18 companies across a wide variety of industries attended a Master Class seminar on Marketing ROI led by Bloodhound Group Founder Jim Cobb and Digital Strategist Alejandro Porras in 
January in Guatemala City. The event was organized in collaboration with BHG’s strategic partner Radii Latin America.
“This was a tremendous opportunity to share knowledge and make new connections with the more than 30 individuals who attended,” says Cobb. “We particularly appreciate the time and effort Radii invested in organizing the event, as well as the active participation of the attendees throughout the session.”
The Master Class offered a critical point of view on how to develop brand-building digital strategies for both short- and long-term ROI. The session provided a holistic review of brand marketing and covered areas including:
- Perspective of branding as a financial rather than advertising decision
- Ways to build brand equity
- Digital benchmarks and strategies for achieving advertising effectiveness
- In-house processes for effectively managing brand media investments
- Intelligent tracking and granular KPIs for digital campaign optimization
- Paid media approaches, with special focus on social and PPC
The companies that participated have branded operations in Guatemala and elsewhere in Central and South America, as well as in the United States. Attendees included corporate representatives from the largest bank in Guatemala, a consumer packaged goods beverage brand, wine and beer retail chains, an automobile dealership, a major North American childcare franchisee, an international petroleum/gas 
retailer, a large Guatemala City shopping center, a regional restaurant chain, an exclusive dining and meeting venue, an apparel retailer, a cable television provider and an outdoor media company. The interactive half-day session included participant worksheets and ongoing Q&A.
The Bloodhound Group and Radii Latin America plan to hold a second, similar event in Guatemala later this spring as part of BHG’s Hispanic marketing initiative. Preliminary plans are also in the works for a Branding Master Class webinar in the U.S. in late spring or early summer 2023. If you or someone in your company would be interested in attending the event, please fill out our interest form.