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Hispanic Market Metrics Management Cares About

Posted by Elena del Valle on July 25, 2007

By Terry J. Soto
President and CEO, About Marketing Solutions Inc.

Terry Soto

Terry J. Soto, president and CEO, About Marketing Solutions

Photo: Terry J. Soto

Managers often perceive that the process of setting Hispanic metrics is different and somehow more challenging than setting metrics for the rest of the organization. I propose that if a Hispanic market strategy has been well-conceived, planned and implemented, and top management answered the following questions at the outset, appropriate metrics become obvious and well-supported.

1. What is the company trying to achieve? The answer to this question should not be as vague as; to penetrate the Hispanic market; to capitalize on the growth of the Hispanic market now and in the future or; to position our company for growth in the future.

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“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording

Jay Gronlund Mario Quiñones

Emotional Branding” was recorded January 2007 during the Strategic Research Institute 13th Annual Blockbuster Marketing to U.S. Hispanic and Latin America conference in Miami, Florida. Receive a free downloadable copy by completing our Visitor Survey.

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