Our Planning Is Not So Bad.

Some of the articles I read prior to the AHAA convention in Miami stressed that we (Hispanic marketers) should not be so “simplistic” in our marketing approach; it seems that was the foundation for presenting the “Latino Identity” document. I disagree with that thinking and feel it’s an insult to the market.

I believe that today most Hispanic marketers take a serious and non simplistic approach to Hispanic marketing. Most of us use marketing and consumer behavior models, we use planning tools, and we take deep dives into consumer insights to better market our client’s products and services. Even in taking a look at the Latino Identity document, there is not much that is new there. No breakthrough concepts or ideas on describing the Latino mindset. A past document on Hispanic DNA written by Michael Saray seems to be the foundation for the AHAA document; Saray talks about the DNA that makes Latinos different and unique (especially from Anglos). It has to do with parts of the brain used to process information and for decision making. In looking at origins (which according to the HispanicAd article “Mexicanidad” is where we need to go to search for real behavioral triggers), the Hispanic DNA theory seems to be the foundation for what today we call Latino Identity.

By Enrique R. Turegano of ONAC inc