Multicultural Special Report: Shore Up Your Back-end
• Adjusting metrics accordingly. If you compare the initial ROI numbers for acquiring and servicing Hispanic customers with their non-Hispanic counterparts, the results are not favorable. You have to spend more to implement the processes discussed to effectively market to the Hispanic market. However, once acquired, Hispanic customers often stay with you longer than their non-Hispanic brethren.
Be patient and persistent. Success in the Hispanic market does not happen overnight. Mistakes might be made, but if you’re tenacious and committed to developing winning Hispanic marketing programs, you will achieve success. ¡Buena suerte!
Gustavo A. Grüber is the business development manager for emerging markets at Banta Direct Marketing Group, a printing and supply-chain management provider based in Oak Brook, Ill. He can be reached via e-mail at firstname.lastname@example.org.