Just recently, I was part of a wonderful community initiative to reach the hispanic population in the area. After great research and acknowledgement of recent failures, the group decided to take a grass roots approach to connecting with the hispanic community. The development, thus far, has been a success, and it is partly due to two important rules that were followed.
The first rule is, "Make the Connection before the Call To Action", with you marketing strategy. We often become arrogant about the services and products we sell in the market. We often believe that our hard work and intense planning qualify our efforts for instant success. However, this couldn't be further from the truth. The truth of the matter is that development must extend itself in two directions, the product and the person who needs the product.
The second rule is, "Develop the Process to lead to the Product", which lays the educational component of establishing brand awareness. The process is extremely important to developing and marketing the product. As marketing professionals, it is important to understand more than just the final product, but the process that lead to that final manifestation of planning.
Stay tuned for more.