We talk endlessly about the Hispanic market’s size, its language preferences, the deep and multi-segmented insights, the culture, and the “right media spend,” whatever that means. And, we continue to live in a Hispanic marketing world of soccer sponsorships, celebrities, concerts and festivals, media properties, in-language and in-culture creative and a host of other above- and below-the-line investments which seldom tie back to corporate growth platforms.
Let’s face it; internally and externally, we aren’t doing a good job of thinking and talking business first and marketing second. We complain about not being invited to sit at the “adult strategy table” to participate in the big conversations, but have yet to elevate “our talk” to the required levels – the levels that track with industry threats and big picture direction setting. And we aren’t having the conversations about using our deep market insights to help organizations become business ready to leverage company assets to their fullest potential.
As a result, we perpetuate a view of the Hispanic market as a separate endeavor and as the end in and of itself. Two problems arise from this approach – the first is the inability to attribute any portion of top and bottom line strategic growth to the Hispanic market. And second, we can’t justify the value of our existing efforts because they are irrelevant to the focal points companies have set for growth.
We must elevate our thinking. If we expect corporate America to “walk the talk,” we must be prepared to talk their talk – and to help them take more productive steps. So what are you doing to make a difference for your organization today?
Learn more. Join the Society for Diversity and Terri J. Soto, Author and President of About Marketing Solutions Inc., for a webinar on How to Identify and Attract High Profit Hispanic Consumers to Your Brand on Wednesday, February 13, 2013 at 1:00PM (EST). Register at www.societyfordiversity.org.
Also, read more about marketing to the Latino community at http://www.aboutmarketingsolutions.com.