No matter how unique and amazing your new business is, there is no guarantee that you will attract enough customers. If you have created something unique and have true confidence in your vision, you will attract customers if you have clearly defined who they are. You understand your business and its unique value, but you need to clearly define who your business is for. Define who and where they are. Define their values, desires, needs and philosophy. The more precisely you can define them, the easier it will be to find and attract them. And you should define your target market before you launch your business. Define it, base your marketing plan on it, build and open your business, then communicate.
— Darren Ballegeer
Businesses and non-profits are motivated to reach out to all segments of the Hispanic community, but what are they losing when they do a rush job of their Hispanic marketing and communications? Targeting a segment other than general-market should always require some thinking and planning so that the communications are not simply a translation of your standard info or sales pitch. Read the full article by Elena Miramar on our newspaper site here.