CHANGE is the only marketing constant, reflected in the consumers’ changing feelings, attitudes & habits, and affected by the market and economic situation, competitors’ efforts to attack your brand and attract your consumer; and this is much more complex in the Hispanic market segment with its ever changing consumer profiles:
- of new immigrants who continue to arrive
- those already here that acculturate to different degrees and
- those born in the US who are retro-acculturating
To maintain a competitive edge, HISPANIC MARKETING must always keep up with the market conditions, and this entails talking to the consumer to identify relevant INSIGHTS that can trigger a different positioning, communications strategy or even a new product idea.
An INSIGHT is not a fact - it is an attitude and/or feeling - and a meaningful INSIGHT is one that results in consumer behavior that culminates in product trial, repeat or increased purchase and brand loyalty.
But identifying Hispanic INSIGHTS is not easy - it is a CHALLENGE that requires time, patience, open-mindedness, creativity, knowledge of the culture and the experience and ability to dig these out of the consumers; and this is how Focus Latino expertise can make a difference!
We have the marketing, advertising, research and behavioral science expertise needed to assist our clients to develop their marketing & advertising strategies to keep current customers and win new customers.