Villa: La Gen Z quiere sobresalir
José Villa, Founder and President at Sensis wrote an article in MediaPost on how to determine the correct investment level to enter the U.S. Hispanic market. He explained that, despite numerous studies and discussions on the topic, none deal with this fundamental first question for all new Hispanic marketers: “The right spend, the right level to enter the market is not an easy question to answer, it varies by industry, company size, geographic market, etc.”Villa showed some heuristics related with antiquated or mistaken approaches. First, that it is simplistic to use a percentage of your overall marketing spend, based on the ratio of Hispanic population to the general market, or some other formula. Second, many newcomers to the Hispanic market base their investment decision on the cost of producing a spot in Spanish for TV and airing it on Spanish TV for a short to medium period. And third, there is a mistaken conception in treating the Hispanic market as an emerging one, which has the unintended consequence of creating the expectation that Hispanic marketing investments will be relatively low cost, like in actual emerging markets.
