You Think You’re Ready for Hispanic Marketing?

“In previous posts, I’ve encouraged marketers to invest significant and appropriate resources in Hispanic Marketing. I’ve also talked about the importance of marketing to Hispanics as a real business driver and not as a feel-good, check-the-box, I-gave-at-the-office activity. But when a business is ready, where does it start?

I submit that the definition of “ready” needs to be reassessed. In business today, across categories, most of the time readiness is defined as having a budget and a team assigned to manage it. And so, when clients ask us where they should start, they are usually referring to starting the communications portion of the program. “

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