The following post is part 7 of a 7 part series Myth #7 It’s Too Hard to Track the Performance of Hispanic Marketing Programs Truth Over the last 39 years, SJG has found many innovative ways of creating measurement and sales tracking models for all of its Clients, across many different...

The following post is part 6 of a 7 part series Myth #6 Launching a Hispanic Marketing Program Will be too Difficult to Support Financially, Especially When I’m Having a Hard Time in the current environment Truth When brands are budget-constrained and fighting for market share is EXACTLY when...

The following post is part 5 of a 7 part series Myth #5 I Need to Develop Hispanic-focused Products Truth Not necessarily.  Made in USA” products serve as a primary purchase motivator for this audience while forming new buying habits in the U.S. In fact, “Hispanicizing” a new product...

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...

The following post is part 3 of a 7 part series Myth #3 The Hispanic segment is only 18% of the population. It just isn’t large enough for me to pursue with additional resources.  Truth While the national average of the Hispanic population is 16.7%, it skews as high as 25-50% and even up to...

The following post is part 2 of a 7 part series Myth #2 Each Hispanic Subgroup Needs a Different Approach Truth While there are distinctions among the various ethnicities as it pertains to dialects, customs and category development, there are more common denominators than differences when it...