Businesses and non-profits are motivated to reach out to all segments of the Hispanic community, but what are they losing when they do a rush job of their Hispanic marketing and communications? Targeting a segment other than general-market should always require some thinking and planning so that the communications are not simply a translation of your standard info or sales pitch. Many large and small businesses and organizations are guilty of simply

When I’m asked by business owners how they can get a bigger share of the local Hispanic market, I first answer with a question. When I’m asked about online marketing or social marketing, I respond with the same question: “Do you feel that your current communications are optimized?”

I see too many advertising campaigns and other marketing efforts go to waste because the business owner has not yet gotten the basics right for their