5 WAYS TO IMPROVE ROI WITH HISPANICS

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Many companies are trying to reach out to the Hispanic market as a venue to grow their business. But they haven’t been successful. At a recent national conference, a marketing executive shared with me that his company has been very proactive in the community but they haven’t seen a substantial ROI yet.

I asked him what a ‘proactive involvement’ meant to him. He said that his company had bilingual employees on staff and that they were sponsoring a couple of Hispanic events during the year. When I asked him what type of support his company was giving to his bilingual sales team, he said they spend million of dollars in advertising each year. So, he thought that they were penetrating the Hispanic market through their general Anglo marketing efforts. This is a common misunderstanding.

Hispanics are the second largest consumer market in the USA. You must have a multicultural strategy and plan in place to succeed. The Hispanic market is not homogeneous. You cannot capitalize on this economic powerhouse by using the same old blanket campaign approach.

I have seen many companies fall short with their Hispanic initiatives because of two main misunderstandings: 1) They assume they are reaching this community with their general marketing efforts. 2) They think that by simply having bilingual people on staff that the demand is covered. [Continue reading]

 

THE HISPANIC MARKET: A PARADIGM OF CORPORATE AMERICA

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As part of my career, I meet with decision makers on a regular basis. Whether they work for different industries or not, the pattern I have seen in some of them is the lack of understanding on how impactful the Hispanic market could be for their … [Continue reading]

MAXIMIZING YOUR HISPANIC ADVERTISING EFFORTS

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Hispanics are growing at a fast pace. By 2050 the population is expected to grow 167%, making Hispanics the fastest growing subgroup in the American marketplace. According to a report from the Pew research Center “What is the future of Spanish in … [Continue reading]