Identifying the Right Hispanic Target

Terry speaks about how companies become mired in the perceived complexity of the Hispanic market when in fact, the only thing that matters when selecting and aligning to target a Hispanic segment are answers to two key questions.

This podcast is also available as an article: Identifying the Right Hispanic Target

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Be True to Your Customer Centric Approach

Terry explains how a customer centric approach that considers and integrates the needs and requirements of your Hispanic market target will add value to your customers’ experience and will result in increased sales and loyalty among all opportunity customers including Hispanics.

This podcast is also available as an article: Be True to Your Customer Centric Approach

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It Never Seems To Be the Right Time to Formalize a Hispanic Market Strategy

I often find myself on the phone with a management person who has suddenly seen the light and wants to lead the company onto a more strategic path; a path that will once and for all produce the types of results that will get the Hispanic market acknowledged by the organization. They will even say, I know we’ve hit the wall on this and we just won’t get past this point if we don’t coordinate our efforts internally.

And, here comes the BUT; but the rest of the organization thinks we’re doing just fine. Of course, that’s because they don’t know any better, but I can’t seem to get a sense for much appetite around an initiative like this, but we’re about to venture into some M&A activity and this work won’t get the attention it deserves, but the last time we did something in the Hispanic market it didn’t do well so it went away when budgets got tight, but our sales people aren’t asking for it so it’s hard to justify….and the list of buts goes on…

The key is not get stopped by what can seem as insurmountable hurdles. If you do, you can be assured that a year or two years from now someone else will come along and the same conversation will start all over again

I believe the key is knowledge. Those of us who want to single handedly mobilize an organization to leverage the Hispanic market to effect growth must face the fact that naysayers simply make assumptions, repeat what they’ve “heard,” carry forward stereotypes and make decisions not to act based on ignorance. Education of the business opportunity Hispanics represent is critical, and education on how the opportunity links to and supports the company’s priorities, direction, goals and strategies is paramount.

You must also realize that when colleagues hear someone talk about the need to embark on a Hispanic market strategy, they think their world is about to be turned upside down. But, in fact, if a team gathered to become knowledgeable about what is in it for them, they’d find the Hispanic market nut is no harder to crack than any other market nut. And growth opportunities will become self evident.

The key is to embark on this fact finding mission in collaboration with stakeholders because these decision makers need be hands on in order for the information to sink in. In order for the insights to be a catalyst for action, decision makers need to arrive at significant AHA moments for themselves followed by good solid discussion between decision makers about their discoveries and implications. And suddenly, like magic, it will happen. Engagement, interest and questions followed by action.

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Allocating Time, Money and Resources – It’s a Matter of Priority

Terry explains that allocating company resources to target Hispanics to achieve a company’s growth objectives are part and parcel of the overall allocation meant to help the company achieve its growth goals assuming the Hispanic segment being targeted aligns with the company’s target consumer profile and buying behavior.  

This podcast is also available as an article: Allocating Time, Money and Resources – It’s a Matter of Priority

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What Does Having a Culture of Diversity and Inclusion Have To Do With Marketing to Hispanics?

Terry speaks to the ill-conceived notion that marketing to Hispanics or to any minority or diverse market is founded on the fact that a company has a culture of diversity. 

This podcast is also available as an article: What Does Having a Culture of Diversity and Inclusion Have To Do With Marketing to Hispanics?

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Fear of Change

Terry explains that fear of change and personal agendas among decision makers are the greatest hurdles companies face in taking advantages of new market opportunities including the Hispanic market. Terry offers seven tips to you overcome the fear of change and step up your game to see and capture opportunity regardless of the change it will require.

This podcast is also available as an article: Fear of Change

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The Roadmap to the Hispanic Market Success

Terry speaks about how effectively understanding and targeting a new market that promises growth requires the same common sense and comprehensive approach used to target any other opportunity market. She offers nine common sense steps to help you avoid piecemeal and haphazard efforts when deciding to target Hispanics.

This podcast is also available as an article: The Roadmap to the Hispanic Market Success

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