Why Total Company Involvement Is So Critical To Effective Alignment and Results

Terry uses a recent client experience to explain that marketing insights are great, but true team involvement is the only catalyst to real and substantive action towards a sustainable Hispanic market strategy that support the company’s overall goals and priorities.

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Why Every Growth Oriented Company Should Care About Succeeding in the Hispanic Market

Terry speaks to the enormous transformation that has taken place in the Hispanic market and provides 5 important reasons why companies looking for growth now and in the next several years ought to care about making their strategies relevant and successful among their most economically attractive Hispanic segment.

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What are industry-leading companies doing to succeed in marketing and selling to U.S. Hispanics?

Terry shares what best in class Hispanic marketers are doing to be successful.

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How To Manage The Work Of Multicultural and General Market Agencies

Terry argues that the key is to manage your agencies so they can each deliver their respective expertise and value but do it with a single minded purpose; to reach your target profile across ethnic, racial and cultural profiles.

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Does It Make Sense To Treat Multicultural Marketing As A Separate Initiative?

Terry explains why it’s often inefficient and ineffective to treat multicultural marketing as a separate initiative. She provides the example of Wal-Mart’s Tony Rogers and his ability to transform the company’s view of multicultural targets to a more holistic and measured approach.

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Best Practices for Integrating Multicultural Efforts into a Company’s Overall Growth Strategy

Terry shares the most important six best practices she works on with her clients help their organizations think more strategically about integrating multicultural markets into the company’s overall growth strategy.

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What Does Due Diligence, Business Strategy, Organization and Infrastructure Have To Do With Building My Brand In Market X?

Terry challenges the often held assumption that in order to be effective in the Hispanic Market, one needs only to create a relevant message and send it through relevant channels or start a diversity program.

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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.

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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.

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