Marketing to Hispanics
Sometimes companies get excited about the opportunity [to market to Hispanics], however they may eliminate some of the analysis and segmentation necessary to do this successfully. ... It's called the ready, fire, aim [approach]. A lot of times companies get excited about it, but fire before they're really ready to. That's dangerous because they may not have a successful result if they haven't done their homework. And then, unfortunately, they will determine that it wasn't a good investment for them. But it's not because the market wasn't good. It's because they didn't execute [the marketing] properly. It was a problem with their execution, not with the market itself.
—Cesar M. Melgoza, president and CEO, Geoscape International