Explore intra-market communications. What lines of communication do group members use? What Web sites and other networks can you access? Do they publish newsletters or bulletins, or have industry organizations, lobbying groups?
Example: Your marketing area has large numbers of young Hispanic families. General demographic data will give you the numbers, but Market Surveys can provide a first-hand, on-the-ground understanding of their language, culture, buying patterns, and expectations. You may learn, for instance, that not only are Hispanics increasingly great in number, but their incomes are increasing even more quickly. This growth in income leads to the argument that Hispanics should soon be segmented as much by income as by cultural composition. They may also be segmented by other demographic variables like age, education, gender, and family size.
The two sources will help you design appropriate marketing strategies and tactics based on this information. (Also check out www.ahorrando.org for information in Spanish and English about savings and ensuring financial security.) Even better, if you're Hispanic or speak Spanish and have close business or personal relationships in the Hispanic community, your market and profile planning should make the most of those obvious advantages, especially if many of your local competitors are not bilingual. Find out who the movers and shakers are in the Hispanic community, meet them, and ask how you can become involved. Ask for their assistance. Sincere, genuine involvement will be rewarded!
Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.