Abogados

What is the biggest mistake companies both big and small make in regards to courting this community?

Being stereotypical. [For instance,] they will go with an ad agency that says, "Use some Latin music and a nice family and let's try to lure the consumer." Or there are ones that just don't make an effort. These are the two extremes. In between, there are categories like the ones who just take an ad and translate it [into Spanish] somewhere else and say this is a Hispanic ad. That's the most primitive approach.

What would you consider a successful approach?

One of the most successful marketers is Procter & Gamble (PG). They strongly believe in getting consumer insights in order to connect with the consumer. They are the ones that either launch a new product or position it in the Hispanic market by talking to many consumers and finding out how to make the product relevant to them. That perspective has to be a conscious part of your strategy, but it is not yet widespread.