Friday, December 18, 2009

It's The Allocation, Stupid

We sometimes don't realize the obvious until someone points it out, as James Carville famously did during the 1992 presidential election, saying, "It's the economy, stupid." This is often the case with budgeting for Hispanic marketing.
Have you said any of these lines or one similar following a pitch by an agency or Spanish-language media executive?


"I don't have a Hispanic marketing budget."


"Marketing to Hispanics isn't in our plan."


"Call me in a few months to see if we have any budget left to do Hispanic marketing."


"We'll try to include Hispanic marketing budgets in next year's budget"


If so, then please allow me to point out the obvious: You do have a Hispanic marketing budget; you may just be spending it in the wrong places. The question comes down to proper allocation of marketing budgets based on your current and future customer base.


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