Question

Topic: Strategy

Marketing To The Latin American Population?

Posted by Anonymous on 10/18/2012 at 4:30 PM ET 250 Points
We are a company that sell hair regrowth solutions and we opened our products and services to the Spanish Speaking population. We want to help our sales field find easy ways to market themselves and the products in a way that relates to their culture. We tried staging the consultation rooms with a latin ambience, which helped. But we need more universal techniques that would improve the results

Any ideas would be very helpful!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/18/2012 at 5:41 PM Accepted
    Spanish-speaking people come from a wide variety of countries, with different cultural traditions. Besides offering your marketing materials in Spanish and conducting your consultations in Spanish, it's best to focus on the basics: why would someone want to buy YOUR products, why should they trust you, etc.
  • Posted on 10/18/2012 at 8:39 PM Author
    Thanks for the input. We do have several, almost all, of our marketing material in spanish. We also have spanish speaking appointment setters. I think the challenge is getting these individuals to actually buy the product/service. In other words, converting our spanish leads into buyers. Therefore, we are trying to figure why the conversion rate is so low and what techniques we could use in a face-to-face consultation to persuade these individuals to buy.
  • Posted on 10/19/2012 at 6:53 AM Accepted
    This case is not less then a international marketing situation. Try to understand the psychology of the Spanish customer, what are their cultural values, how the change related to hair is accepted and considered. Check out how much they trust non Spanish sales companies. These are the most common factors. Don't replicate your earlier success with this set of customers, if it is already tested and don't consider the same strategy which has worked somewhere else or has worked with someone else. G for polycnetric approach for the market strategy.

    Hope this gives you a little direction

    Nishant Manchanda
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