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 general-market communications. So my recommendation is to optimize the basics of your marketing before you expand and invest in other market segments and tactics. Clarify your unique market position and optimize your product offer and messages before reaching out to new markets, spending more money on advertising or spending any hours on social media. With your core position and messages in place, you can then tune them for ethnic markets and choose the appropriate communication channels.
So my #1 Hispanic marketing truth is really my #1 recommendation for any business or organization that is asking how can they attract more customers, donors, members, etc.
5 Critical questions to optimize your communications:
1. What are your targets’ hot button issues related to your product/service category? 2. On what issues related to your business or industry can you educate your target? 3. What are the main competitive advantages of doing business with you? 4. Which of your current customers would be best to communicate your competitive advantages? 5. What messages will engage and motivate prospective customers?
These questions are from our strategic briefing process. To get a copy of our briefing questionnaire, just call or email me to request it.
Saludos, Elena Miramar 510-865-6274
Vision Hispana Newspaper | Tel: 510-863-4982 P.O. Box 1411. Alameda, CA 94501