Social Determinants of Health: Addressing Equity with Strategic Communications

Authored by Ⓒ Selena A. Ramkeesoon, MBA, PMP, MLS Good health and coping with the inevitable challenges one encounters during a lifetime are a journey. Inadequate resources make a successful journey harder. At an individual level, lack of personal resources such as income and knowledge, limit an individual’s ability to follow optimal paths to health […]

Should Hispanic be marketed as General Market?

Should Hispanic be marketed as General Market?

One of the key issues marketers are struggling with is the cultural tension between general and Hispanic marketing strategies to reach and engage Hispanic customers so they can grow, make profit and/or make a social impact. And with limited resources cultural marketing strategies might become an afterthought or the team would default to just translate […]

Unconver Inspiration

Strategy: Uncover Inspiration

Thanksgiving reminds to be grateful for all the good things we have and the abundance in our lives. It also reminds us about 3 reflecting questions for 2019. After the dinner is over and guests are leaving, we start planning what to do with the leftovers – preparing guests’ take home plates, what to keep, […]

Are you telling your story in a culturally relevant way to Hispanics?

Are you telling your story in a culturally relevant way to Hispanics?

Recently, while talking with a colleague she expressed her frustration about how Spanish translations become the default tactic to address the Latino audience. Although I can understand the efficiency justification – time and budget -a one-size-fits all strategy is a risky proposition and can produce less than expected results. Attention is waning and is more […]

Hispanic, Latino, Markerting,

3 Horrible Mistakes You’re Making with Latino Marketing

If your growth plans includes tapping into the Latino market, you’re probably taking into some consideration how to implement your plans for a positive ROI. These can range from using internal staff, translating English campaigns to Spanish or hiring a subject matter expert or an agency. All these are viable options to look at. Regardless […]

Hispanic, Brand, word of mouth, marketing

Hispanic conversations are essential to brand preference

Word of mouth marketing drives 13% of consumer sales and amplifies the effect of paid media by 15% according to the Word of Mouth Marketing Association (WOMMA). What is not a surprise is the fact that Hispanic consumers are leading in brand word of mouth (WOM) conversations.  Hispanics are social by nature and by culture. […]

Does your marketing influence the Latino Consumer?

The other day, my wife was talking with my daughter after dinner about IBS – irritable bowel syndrome. My son in law was on his smart phone. I thought he was playing with his new toy. Nope, he was doing research and joined the conversation by sharing what he had found. A few minutes later, […]

Social Context: Key to Latino Marketing

Marketing communication plans are crucial to reaching potential Latino consumers and a well-planned advertising/promotions campaign could result in positive ROI. However, marketing to Latinos should go beyond marketing communications. The marketing plan should look at all moments of truths, from products to services, to be designed, created or adapted for cultural relevancy and social context […]