Hispanic Market Strategy and Implementation Consulting

I help companies gain dominance in the Hispanic market by relevantly expanding and implementing their business strategies in the U.S. Hispanic market.

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“Terry’s presentation on identifying and attracting high profit Hispanic consumers was the highest rated Workshop at our American Fraternal Alliance Annual Meeting. Her knowledge and understanding of the financial services industry and its growing importance to Hispanics was both compelling and credible to our senior level executives. Terry’s presentation style is comfortable and engaging and is supported by excellent visuals. We’ve already asked Terry to come back and address our President and CEO members.”

—American Fraternal Alliance

“…shortly after the project commenced, it was crystal clear why Terry is among the foremost knowledgeable experts on Hispanic market matters.”

—Storck USA LP

“…Terry ultimately delivered on some significant strategy shifting recommendations for optimizing our position in this market…”

—Verizon Wireless

“The keyword is “holistic. … it’s something the whole company needs to embrace. I recommend Terry Soto to get you started.”

—AutoZone

“…She encouraged the team to think outside the box, and delivered on point recommendations for moving our business forward over the next few years…”

— bluestem brands, inc.

“…“Terry has done a number of Hispanic market consulting projects for me over the years at Kraft Foods, Mission Foods, Dean Foods and the Federated Group and I recommend her highly.”

—ConAgra Foods

“... we couldn’t be more pleased with our consulting outcome working with Terry.”

—Basic American Foods

“…you took a holistic approach to your involvement with our business, and I believe that this showed in the end results of our work.”

—La Opinion

“…my deep appreciation for your strategic insight and direction to help Ringling Bros. and Barnum & Bailey Circus launch its first Hispanic marketing campaign.

—Ringling Bros. and Barnum & Bailey

“Terry was instrumental in working with me to develop our strategic approach to integrated ethnic marketing across the Kraft Foods brands.”

—Kraft Foods

“One of the best decisions Illinois Mutual Life made for our Hispanic Marketing Initiative was to hire Terry Soto as a consultant.”

—Illinois Mutual Life

"...she came in with a fresh perspective, asked the tough questions and identified clear fault lines in our strategy...she proved to be a great resource.”

—H&R Block

“When the NPD Group decided to conduct a study on U.S. Hispanics’ eating habits, we knew we needed to hire Terry Soto's support to develop a culturally relevant analysis that went beyond the statistics."

—The NPD Group

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

Posted on March 18, 2017 by Terry Soto

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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Gaining Internal Traction For Targeting Hispanics As Part Of The Company’s Growth Strategy

Posted on February 21, 2017 by Terry Soto

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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There’s No Need To Reinvent The Wheel

Posted on January 26, 2017 by Terry Soto

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

Posted on November 9, 2016 by Terry Soto

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?

Posted on November 5, 2016 by Terry Soto

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

Posted on November 2, 2016 by Terry Soto

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?

Posted on September 21, 2016 by Terry Soto

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

Posted on September 19, 2016 by Terry Soto

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?

Posted on August 21, 2016 by Terry Soto

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.