Sandra Diaz
Member since June 2013Contact Sandra- President DIAZ & CO. Hispanic Experts, Inc.
- http://www.engagehispanics.com
- Facebook: https://www.facebook.com/diazandco/
- LinkedIn: http://www.linkedin.com/in/szdiaz
- Twitter: diazandco
- New York New York
- 10003 USA
I'm multicultural market expert. I run DIAZ&CO., a consulting firm that delivers strategic work sessions, and planning and execution services that allow clients to capitalize on the growing U.S. Hispanic market. My solutions draw on 15+ years of experience as a corporate executive at L’Oréal, Sears, Sara Lee and Colgate Palmolive plus a Kellogg MBA degree.
Articles by Sandra All articles by Sandra
- Capitalizing On Market Growth By Avoiding These Mistakes in
Engage:Hispanics on
06/19/2017
Delivering growth in a mature market like the U.S. is not easy. By focusing on the Hispanic market, companies can overcome the challenges involved in driving incremental business.
Comments by Sandra All comments by Sandra
- Why Most Marketers Are Not Ready To Go Total Market Or 'Cross-cultural'
by
Jose Villa
(Engage:Hispanics on
11/06/2014)
Jose, I enjoy the stimulus for discussion provided by your articles. My POV is that the real issue is that companies are too focused on what approach to employ (targeted, total market, cross-cultural or ignore) rather than on using data to determine what is their true sales/market share growth problem (or opportunity) to drive their choice of approach. Sometimes the problem is that some Hispanics need education on the category itself, requiring a more targeted approach (ex: Healthcare and Financial Services). In other cases, Hispanics are the brand's best customers in which case a Total Market approach is a must-do (ex: Fast Food or Personal Care). Another big issue is that companies generally think about engaging Hispanics primarily in terms of messaging, missing opportunities to drive overall growth by tweaking merchandise assortment and customer service. One of my clients, who would be considered a Laggard, already had 80% of items selling better to Hispanics than to non-Hispanics. Their problem was that for their in-store display strategy, they chose to feature mostly the 20% of items that were not as appealing. Display sales in Hispanic stores, which represented 40% of their total volume, were half of what they were in non-Hispanic stores. Just fixing the display strategy would go a long way in generating a sales increase without investing one extra dollar on marketing.
- How Digital Is Changing This Market
by
Jose Villa
(Engage:Hispanics on
06/06/2013)
Solving customer issues, not language preference, should drive the development of digital solutions to better meet Latinos’ needs. See my post at "4 Questions to Ask Before Targeting Hispanics Online" at http://bit.ly/14hcZ0O
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