Sofia Vergara’s Best Kept Business Secret

Data-driven advertising

Sofia Vergara’s Best Kept Business Secret

October 6, 2014 Case Study 0

There are media stars who featured across all gossip and entertainment channels 24/7 and you tend to get a firm opinion of that person from the first time you see them. Sofia Vergara is one of those stars – stunning looks and not afraid of acting out her Latino culture and background both in her roles and in her personal life. Here’s the thing… Sofia Vergara is much more than just a pretty face.

I’m a natural blonde. But when I started acting, I would go to auditions and they didn’t know where to put me because I was voluptuous and had the accent – but I had blonde hair. It was ignorance: they thought every Latin person looks like Salma Hayek.” – Sofia Vergara (personal quote)

sofia vergara business

Sofia Vergara Business Skills

Born and raised in Barranquilla (Colombia) she became a runway model at age 23 and between 1995 and 1998 she co-hosted the Univision travel show Fuera De Series which gave her exposure in the US and led to her entrance there. Most famous, and 4 times Emmy nominated for her role as Gloria in the top sitcom Modern Family, she has also starred in movies like Four Brothers (2005), The Smurfs (2011) and in 2014 in the acclaimed indie-movie Chef with Jon Favreau.

Even Hollywood and the entertainment industry is starting to understand the importance of focusing on US Latinos as an important audience when making movies and TV shows. Variety recently crowned Sofia Vergara as the most important female star in the Latino entertainment segment.

(A Motion Picture Association of America study found that Hispanics bought 25 percent of the tickets sold in 2013 despite making up only 17 percent of the population)

For the 3rd consecutive year, Vergara is the highest paid actress on TV, with an astounding $ 37 million, more than the highest paid male actor (Ashton Kutcher at $26 million). So what is the secret to her success from a business and marketing perspective?

Sofia Vergara’s Business and Marketing Secrets

1. Global Brand Sponsorships

As you could’ve guessed, Vergara is the face of Diet Pepsi, CoverGirl, Head & Shoulders, AT&T and more. Liaising herself with first class brands that are both mainstream and big Hispanic media ad spenders, she can leverage her exposure and appeal on both sides of her current and future fan base.

2. A Darn Smart Business Entrepreneur

Together with Luis Balaguer, Vergara is also the co-founder of LatinWe (Latin World Entertainment Holdings Inc.) – a talent management, marketing, endorsement and licensing firm that have become the go-to destination for Hollywood producers when they search for Latino talent and pitch Hispanic-themed projects and get advice on how to reach US Hispanics. Industry sources claim the company revenues are in excess of $27 million.

3. Long-Term Vision

As a successful Latina, she realizes her importance for brands interested in reaching the fastest growing demographic in the US, the 52 million-people strong segment of US Hispanics which is now a $1 trillion pie, and have signed a 12-year deal with Kmart, a strategic long haul move to better appeal to Hispanic shoppers for Kmart.

4. Extending The Sofia Vergara Brand

Apart from endorsement deals, Vergara has her own clothing line, a jewelry line, a YouTube channel, NuevOn, premiered in April 2013 and immediately sold out ad inventory to Procter & Gamble through 2013.

5. Keeping It Real

Fans will notice when something is not authentic and Sofia Vergara has catapulted herself and her business savvy to the American audience without losing her street cred with Hispanics and will stay in the game for a long time.

 

 

“My father told me if I did anything artistic, I would look like a hooker. I told him, “With these huge boobs that I inherited from your mother, I already look like a hooker!” – Sofia Vergara

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