On my last blog post, I had a great opportunity to interview Amber Gracia, the President of Cinco here in Dallas about how to market to Latinos in the Hispanic market segment as part of my research project. The next person on my interview list was Tommy Thompson, President of iNSPIRE!.
I asked Mr. Thompson the same questions that I asked Amber in her interview, just to see if he came up with different answers coming from his personal marketing experience and perspective. Interestingly, Tommy also came up with the same answers for the questions of this report. He does say that cultural and historical research is fundamental, but you have to ask yourself, what are the insights that move the consumer?
He emphasizes that “the vision is key, Hispanics are a consumer with a shopping behavior, culture plays a role because you are shaping the person that you are going after but people tend to forget that it is just as important as finding people through psychological and behavioral studies, segmenting, and psychographic studies.”
Once the human aspect of your consumers have been discovered through a series of thorough research and surveys, then the study into the culture and history of the intended Hispanic target market begins because it will definitely help develop the message by creating a story around the aural or visual communication medium, whether it be visuals, music, logos, conversations, or text.
I would like to thank Tommy Thompson and his marketing agency, iNSPIRE!, for taking the time to help with my Hispanic marketing research project. iNSPIRE!’s main headquarters is in Dallas but they have offices in other major cities in the United States so as to effectively assist in integrating marketing solutions targeting Latino consumers.
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