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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Terry explains what organizations can do to quickly assess the relative importance of their Hispanic market efforts when there’s no internal traction.
This podcast is also available as an article: Gaining Internal Traction For Targeting Hispanics As Part Of The Company's Growth Strategy
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Terry emphasizes that by simply optimizing current strategies and performing some customer insight work, your organization can have an effective marketing strategy targeting the Hispanic market – without having to develop an entirely new and impo
rtantly a separate strategy.
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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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Terry shares what best in class Hispanic marketers are doing to be successful.
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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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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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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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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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Terry shares what she believes are the top 10 pitfalls to avoid when marketing, selling, and servicing U.S. Hispanics.
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