latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Monday, August 20, 2007

There is no magic bullet

Let me be clear, I'm not a fan of the "quick steps to the Hispanic market" approach many Hispanic marketers, or wannabe Hispanic marketers take. First, there are simply no quick steps. Each organization is unique in terms of the products/services it offers, where it is marketing, the demos in those markets, what level of internal readiness they have to serve the market, etc., etc. etc. You can't apply a "formula" because the input to that "formula" can be radically different.

Second, I don't like giving the general market the impression that the Hispanic market is simple. In fact, the Hispanic market is very difficult and nuanced. Yes, there is a Latino Identity that I believe nearly all Hispanics have in their heart. However, it takes a skilled marketer to be able to communicate services and products to trigger a reaction based on that Latino Identity. As I've said, it takes more than being Hispanic to be a Hispanic marketer.

With that said, here is a "tree steps to the Hispanic market" article to share ... there are some going points made here. While the steps are simple (people, promotion and pachanga), the process to achieve them certainly are not ...


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