FDMA Presents Hispanic Marketing -One Size Does Not Fit All: Understanding the Nuances & Distinction

“Spanish speaking audiences are not identical, and geographic differences, among others, play a large role in determining their differences. Direct marketing to Hispanics is not only about tailoring messaging and branding, but also about targeting.

“One Size Does Not Fit All: Understanding the Nuances, Distinctions, and Opportunities in Marketing to Hispanics” is the topic of the Florida Direct Marketing Association’s (FDMA) monthly luncheon being held Thursday, May 18 at the Westin Hotel on Cypress Creek Road and I-95 in Fort Lauderdale from 11:30 am to 1:30 pm. The meeting is open to the public with registration and networking beginning at 11:30 am followed by the lunch and presentation at noon. The cost to attend is $35 for members, $45 for non-members. Attendees are encouraged to register online at the FDMA website in advance and save $10 over walk-up registration.

Spanish speaking audiences are not identical, and geographic differences, among others, play a large role in determining their differences. “Direct marketing to Hispanics is not only about tailoring messaging and branding, but also about targeting. Even campaign execution, follow-up, and fulfillment should be appropriately versioned to different segments of what is erroneously thought of as a homogenous ethnic group, “ says Jesus Hoyos, Managing Partner of Solvis Consulting, LLC, a South Florida-based customer relationship management (CRM) consulting firm. “Good direct marketing necessitates those distinctions be recognized and reflected through all the stages of a company’s direct marketing program.””

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