Tactics

Why some “Tácticas” are not always tactically appropriate—Strategically speaking! 

“Should we use the word Hispanic or Latino?”  It’s a question that Jerry Campagna, president of MST Latino, has been asked by hundreds of marketers through the years.  And while marketers would like a simple answer—the question is strategically more complicated than they often think.  The complexity is embodied in the humorous title of a speech that Campagna often gives, “Why Hispanics prefer to be called Latino—unless they are Cuban!” 

Actually the linguistic complexities of marketing in Spanish are no less complicated than marketing in English.  Depending on what part of the United States, marketers often must determine which term they should use: dinner or supper; soda or pop (you will be served something different, at a different time in Iowa vs. Ohio!). 

These tactical language concerns are easier to address once we know the strategic objectives of the mission-driven marketing initiative (i.e. target income, age, lifestyle etc.).  And yet, these tactical concerns can often create such confusion for organizations attempting Latino initiatives that they may not fund it with the appropriate people, product & promotion to realize success  (ask five different Latinos what’s the translation for “car” and you may get five different answers depending on what country they come from!).   

By completing the Marketment® planning process, clients are empowered with clear culturally appropriate mission and strategic objectives—so much so that they will understand what they don’t understand—and therefore be able to seek the tactical expertise to realize their objectives.

MST Latino believes that our clients should be in the “driver’s seat” when it comes to Latino marketing initiatives.  Our function at the tactical level is to advise and complement our clients existing resources (i.e. ad agencies, media outlets, public relations), assisting in creating an organic initiative that the organization can internally “own.”

As the old saying goes tactics are where “the tires meet the pavement.”  And, unlike traditional strategic planning firms, MST Latino prides itself in its ability to validate its client recommendations through the implementation of pilot programs.  Our team members often actively participate in these pilot programs, working side by side with the client’s “street teams” and demonstrating how the recommended strategies are tactically implemented.

Some of the tactical techniques which we utilize while developing strategic initiatives are as follows:

• Review of tactical Spanish language marketing materials—in relation to strategic objectives
• Field tested tactics for effective media relations—Latino Style!
• Utilizing Marketment® Advertorial print navigation techniques—with Purpose, People, Passion & Product
• Effective community relations techniques—Pachanga!
• Techniques to validate existing and potential marketing strategies (“The Silent Shopper”) 
• Tactics to insure you have people with passion on your team (Core Values “Boot Camp”)

Tactics allow our clients to “see the movie” of how the grander mission and strategic recommendations can produce tangible results—maximizing client resources toward greater prosperity—Latino Style!