Lost in Translation: Every Market is a Culture.

“You know you have a great product, the price is right, and you’ve spent a bundle on a barrage of slick, witty advertisements. Yet sales are slack, so your ship sinks while your competitors sail away on surging revenues. If this sad tale sounds familiar, you may have neglected the most critical aspect of your marketing plan – targeting. Would you try to sell a stack of Bibles in a Las Vegas casino? Or a hot cocoa drink in the desert? Every target is a culture. Know it well or you’ll miss your mark.

The Hispanic community is a prime example. With hefty political clout, rich traditions and a lot of money to spend, this is an ideal target audience for American firms eager for new income streams. But leaders of the dynamic and diverse Hispanic populace have a message for mainstream corporations. When you come calling with your hand out, be prepared to offer more than just Hola!”*

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