Which are key cultural and behavioral characteristics of U.S. Hispanic consumption?

Terry shares the six core cultural values of Hispanics that impact their consumption. She explains how these values serve as the context that drives attitudes and behavior towards products and services and especially those products and services on which Hispanics will spend money.

zp8497586rq
Share

Is it best to reach Hispanic consumers via dedicated Hispanic or general-market media?

Terry asks the two key questions to guide an organization decision on the best media and language strategy, and adds that unlike any other media planning what matters is the brand coming alive and being message, language and media relevant.

zp8497586rq
Share

How Are Companies Addressing The Needs of the Hispanic Consumer From a Messaging Perspective and in Their Stores?

Terry shares how Target’s approach to addressing the needs of all their customers in both their ads and in store and they do so by staying true to their brand and by thinking across all their consumer targets.

zp8497586rq
Share

I Simply Don’t See Why We Need to Change How We Do Business

Consumer markets are constantly changing and businesses need to change as well.

  1. Step out of your offices
  2. Visit and speak to your sales operation staff
  3. Observe the mix of cultures and languages
  4. Observe how different cultures behave
  5. Observe who they shop with
  6. Observe how they interact amongst themselves and sales people
  7. Observe the relevance of your store environment

 

Share

Does Your Organization Have A Growth Handicap?

Terry argues that today’s organizations create self imposed growth handicaps when leadership turns a blind eye to changing demographics or simply do not take action based on personal, political and philosophical views. She asks how the desire to evolve personally and professionally as big picture leaders and visionaries can be stimulated.

Share

Are Multicultural Consumers Important to the Growth of Your Brand?

Terry talks about how very simple it is to determine the impact – positive or negative – taking a blaze position has on your brands and gives you four action items to change your approach.

zp8497586rq
Share

Should Companies Allocate a Budget to Target Hispanics?

Terry quotes Pandora’s Sales VP when she says, “It’s less about siphoning off a Hispanic budget and more about reaching your entire audience in the best possible way.” She emphasizes that a particular target may include Spanish, Spanglish and English preference Hispanics alongside non-Hispanics who happen to be active online radio listeners.

Share

How to Ensure Your Brand Benefits From the Value Offered By Market Research

Terry explains why planning, designing and executing market research without thinking and including all a brand’s target profile is a mistake.

zp8497586rq
Share

Do You Struggle With Innovation and New Markets Because of a Generational and Cultural Divide?

Terry challenges you to think about whether your organization’s market relevance and ability to understand and target new markets with innovation is being challenged by existing generational and cultural divides.

zp8497586rq
Share

Is Your CEO Asking For the Company’s Hispanic Plan?

Terry turns the tables and asks, what is the CEO’s vision and plan for growth? After all, deciding to target a new market must align with the company’s direction and goals. She challenges, CMOs not to jump into action when this question comes up.

zp8497586rq
Share