PONTE VEDRA, Fla. - Seeking to better serve the Hispanic market? Expert Luz Lopez Urrutia had this advice:
* Understand the size and segmentation of the Latino market in YOUR market. If census says there are 100,000 Latinos, it’s probably 200,000.
* Assess your readiness to serve each market.
* Evaluate which segments of the Latino market are the best strategic fit for you.
* Define what’s it’s going to take to be successful, and this requires buy in at the top.
* Get help from people who understand the market to help you execute. “We find there is often a significant gap in knowledge. You must do in-market research.”
