BROADCASTS.com

b'
\\n\\t\\t\\t\\t\\t\\t\\t\\t\\t
\\n\\t\\t\\t\\t\\t\\t
\\n\\t\\t\\t\\t\\t
\\n\\t\\t\\t
\\n\\t\\t\\t\\t\\t\\t\\t\\t
\\n\\t\\t\\t\\t
\\n\\t\\t\\t\\t\\t\\t\\tWelcome to Episode 13 of Navigating the Fustercluck\\u2014a podcast full of snackable insights to help you navigate the love/hate world of creativity and marketing.My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, and whether you work in advertising, design, gaming, fine art, commercial art, content creation, whatever it may be, we\\u2019re here to talk some more about Hispanic Marketing.Right now, more babies of color are being born than Anglo babies. The diaper brands are fully aware of the change taking place in America, and you should be, too. That\\u2019s why we\\u2019re going to delve deeper into how both the marketplace and workplace had best become more inclusive, and fast!Algorithms Eat Anecdotes for Lunch.Trust me, I\\u2019m Hispanic. Back in the day, that\\u2019s what clients heard when they were trying to reach out to broaden their audience. And to be honest, that sort of gamesmanship still goes on now. That\\u2019s not to say that you shouldn\\u2019t enjoy a tale or two for extra texture. Just make sure that you\\u2019re listening to someone who knows how to tell a good story with numbers. There\\u2019s enough data these days that you shouldn\\u2019t have to settle for someone\\u2019s gut feel and hunches.Acculturation is Dead!In this era of Big Data, there is no excuse for contrived generalizations and artificial segmentations. So, while I don\\u2019t dispute that acculturation exists, I firmly believe that it no longer has any relevance to marketing strategy. In marketing to Hispanics today, CMO\\u2019s should demand the same due diligence from their Hispanic marketing agencies as they require from those in the \\u201cgeneral market.\\u201d If you\\u2019re not presently receiving that level of service, find better partners. First off\\u2026Don\\u2019t Hire a Professional AccentUnfortunately, there are still a group of people who make a living just off their ethnicity. They may be British planners who pronounce process \\u201cPRO-cess.\\u201d They may be Australian, Eskimo or Hispanic\\u2026 But just because someone speaks Spanish doesn\\u2019t make that person an expert on the Hispanic Market. So, no matter what their ethnicity, be careful whom you assign your Multicultural efforts, give Multicultural communities the level of respect they deserve by hiring someone with the right data, knowledge and experience to be your point person. Not just someone who happens to be Hispanic, gay or black or whatever. Take my tampon story.Tampon ManWhat\\u2019s the first rule of marketing? Know your consumer. Rule #2? You are not your consumer. Once I was asked in an inappropriate, less-than-roundabout way how a middle-aged white guy could lead multicultural efforts. My response? One of the most successful projects I ever worked on was for a tampon company. Amazingly, neither my gender nor my lack of intimate knowledge with the product prevented our team from scoring a win. In fact, call me Tampon Man, if you\\u2019d like. (Nah, don\\u2019t do that.) The moral of the story? Hire the best person for the job. Period. And yes, that means hiring people of color on accounts targeted to primarily Anglo audiences as well. OK? This shouldn\\u2019t be so hard. But we\\u2019ve got to deal with it.Another thing we\\u2019ve got to deal with are misunderstood ideas like Total Market.Total Market is IncompleteTotal Market is also a big buzzword these days. But if you\\u2019re not careful in how you apply it, it could also prove to be a buzz saw.In theory, a holistic integrated approach is what we all strive for. But in practice, a dangerous assumption is made. It\\u2019s taken for granted that a common marketing problem exists across all ethnic segments. Yet, it\\u2019s far from uncommon that their marketing problem or barriers to growth are different. In those situations, one common Total Market solution will not solve 2 different problems.Take It UpstreamTo be successful, a Total Market approach must be applied further upstream. Rather than waiting to bring things together at the Communications Plannin...'