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demystifying the hispanic consumer: myth #4

demystifying the hispanic consumer: myth #4

The following post is part 4 of a 7 part series

Myth #4

The Same Marketing Media Mix That I use in the General Market Will Also Work for my Hispanic Consumers

Truth

Perhaps, perhaps not. Given the newness that many brands and categories represent to the Hispanic consumer, the most successful approach may be driven by more educational and trust-building vehicles, such as broadcast vs direct marketing by themselves. Or perhaps, broadcast will result in a totally inefficient use of your resources. In addition, infrastructure issues, such as distribution and service capacity, may dictate that you leverage different vehicles. The bottom line? The proper amount of intelligence-gathering and strategic planning is an absolute requirement for determining the most profitable media mix for your Hispanic audiences