Transcreate Your Marketing Strategy… It’s Time to Get Real.
Its been some time since we posted our first of three articles about introducing a Hispanic perspective to your marketing strategy, and honestly while I was preparing this second article the entire industry was kicking into overdrive… no, more like hyperdrive.
My first article was intended to help you dip your toes into what marketers should consider when developing a multi-cultural strategy. Now I’m asking you to cannon ball your way into this. It seems that strategies to engage Hispanic consumers are lying on the desk of every CEO and CMO out there. This is a good thing and you need to be part of it.
To recap the first article, it all boiled down to three things. 1) Dive into the demographics to evaluate the market potential; 2) Don’t make generalizations about your new target, get to know them by understanding their origins and level of acculturation; and 3) Engage in some self-evaluation to be sure your service and/or product is a good fit for Hispanic consumers. Pretty straightforward, right?
We’ve had a few months to think this through and with the second half of 2015 dead ahead, now’s the time to take things to another level. If you want to keep pace with the advertisers and marketers who clearly get it, you need to take the plunge. Don’t speculate about what to do next; don’t waste precious hours using a “wait and see then fall in line” strategy. Go online and get some Hispanic insight under your belt. Go to Latinpost.com, read this article and commit it to memory. Then check in at Scarborough and see how detailed understanding of Hispanic consumer insights really begins at the local level – your local level. Visit Pew’s Hispanic Research Center, there is so much information and data out there to learn from! The very next thing you should do is pay a visit to CultureSpan Marketing online and see how we’re putting this into practice for our clients – everything from energy providers to healthcare systems. It’ll save you tons of time and get you into the groove much sooner than you think.
We at CultureSpan are taking this rapid evolution to heart and are jumping into the fray. Instead of writing yet another article about engaging Hispanics, we’re going to practice what we preached in Part I of this series and conduct our own consumer research in the best Hispanic test market in the country, El Paso, Texas. We’ve formed a partnership with Merkado Teknia, a rapidly growing market research firm that specializes in Hispanic insights, to dig in and bring real, usable insights to you. This is the best market research firm you’ve never heard of and they’re working with major players, mostly in pharma. I’ll share more on them as this develops. So much for Part III of this series… we’re getting down to business.
Now we’re asking you… What kind of Hispanic consumer insights are you interested in? Healthcare, insurance… entertainment? Call me, text me, email me. We want your input. Stay tuned and strap in. This is going to be a fun ride.
There’s huge business potential in reaching the Hispanic market. Want to learn more about how CultureSpan can help you tap in? Call Gabe Acuña at (915) 581-7900 or shoot an email at gabe.acuna@culturespanmarketing.com.