
From their seemingly authoritative experience they recite erroneous facts and present misguided marketing strategies. These facts are based on obsolete data, and in some cases simple observations based on a sample of one.
Worse, these flawed strategies are duplicated and overlaid on other categories and products. Marketing principles are ignored in favor or “if it worked once, then it should work again” mindset. As Anne Bradstreet said, “Authority without wisdom is like a heavy axe without an edge; fitter to bruise than polish."
The aforementioned “experts” exist because there is a real need to market goods and services to the Hispanic Consumer Segment. A segment that demands proper marketing practices, just like any other segment in the marketplace.
My philosophy is that marketing is an absolute discipline. A marketing plan is developed properly or it is not a marketing plan.
The essential steps necessary to create a solid marketing plan are similar to the framework in a building. There is a strong base and supporting elements on which to build upon, without them the structure collapses. You wouldn’t build a house on a shaky foundation, so why trust any advertising plan built on anything but structurally sound marketing.
Good ideas are based on logical thinking and solid rationales – It’s common sense. Good marketing plans are built on a disciplined process; serendipity does not exist in good marketing plans.
I understand the rationale behind believing the "Hispanic Marketing" myth. Targeting consumer segments is different than targeting the general market. Segments have different consumer behavior, different media, and in some cases different or multiple languages. I understand it can be daunting, and in most cases a new and unfamiliar task to an already full card in the responsibilities of a brand manager or director of marketing. Accepting the expertise might be easier than challenging it. But the Hispanic Consumer Segment has become too important to ignore in many product and service categories. Especially in economic downturns, when every consumer (especially younger ones with larger families) becomes increasingly important.
All marketing plans to all consumer targets must possess the same elements. And while the category might deem a segment market emergent to the category, the steps necessary to plan and implement a marketing program will always be absolute. When elements are ignored, or bypassed, the chances for success will decrease. Inversely, a well-executed plan decreases the chances of failure.
Speaking the language, sampling the culture and cuisine or knowing the holidays is not enough. Advertising to consumer segments requires sound and disciplined marketing. That is an absolute necessity.
Copyright 2008, Carlos Arámbula. All rights reserved.