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Casual Articles - Marketing to Hispanics/Latinos
Another year is just about ready to finish and it is time to start thinking about next year. If you own your own business or you manage a business division, then you need to ask yourself if all of the expectations that were set forth at the beginning of the year were met. If not then maybe what stopped you was a lack of goals and objectives, or just a lack of a good process to use when planning them. The goal setting process is essential to the success or failure of the business, and many careers have derailed due to a lack of them. Goals and objectives apply to everyone involved.Being a business owner or a manager implies an inherent responsibility to insure plans are worked on, followed through on, and accomplished. The process that is used can and will determine whether or not you will finish the year with your hat in hand, or be congratulated for a job well done.If you are a business manager, you were given a mission statement by the organi
Business owners and professionals who understand that will enjoy a competitive edge in this marketplace and find it easier to build productive relationships with receptive Hispanic prospects and clients.
So, Which is it: Hispanic or Latino?
We’re back to that question…
Those who call themselves Hispanic are typically more assimilated (or acculturated), politically conservative, and younger than those who use the term Latino, who, conversely, tend to be liberal, older, and at times, more radical.
“A recent presidential tracking poll by Hispanic Trends, Inc., a polling firm associated with Hispanic Magazine, wanted to put the identity issue to rest once and for all by asking registered voters which term they preferred--Hispanic or Latino?” Concludes Ms. Granado, “The result was something of a surprise: A majority prefers the term Hispanic.”
There, does that straighten the picture on the wall?
Reference Sources:
1. U.S. Census Bureau, Census of Population.
2. www.HispanicsOnline.com. This website is an invaluable resource for anyone seeking to learn more about Hispanic culture, lifestyle, economics and demographics.
3. “Surveys Reveal Hispanics’ Family Concerns,” Humberto Cruz, The Savings Game, Tribune Media Services, 1/5/03
4. “Family Is Priorit
Bench MarkingWhat is bench marking all about? Benchmarking is the process of observation and validation of procedures and practices that the most successful companies employ. They set the standard for success. Who has the best customer service, inventory management, pricing systems, logistics, warehouse management or sales effectiveness process? Any business process can be benchmarked. Once we identify the winners, benchmarking is the means to figure out how the winner got to be the best. This provides insight to help determine what we have to do to reach those standards. Bench marking is a best practice. Best practice is not about opinions. You have a bunch of opinions on best practices, I have opinions on best practice and I have the confidence of my convictions. I am an old sales guy. I know that I am right. Why? Because it just feels right. That is not what Best Practice is about. Best Practice bench marking says -- I am going to go out and com
Is it “Hispanics” or “Latinos”?
Hispanics and Latinos have hotly debated that question for years, and apparently, picking one answer over the other means drawing political, social, and generational lines in the sand.
I’ll explain later, but for now let’s get some numbers on the table.
Hispanic Database – The Numbers Tell the Story
It made headlines! Hispanics are now the largest minority group in the U.S., outnumbering blacks by nearly 1 million (37 million v. 36.2 million).
That may have been news, but demographers and advocacy groups saw it coming; those population estimates merely confirmed it. With extensive immigration from economic basket case, Latin America--and a robust birthrate among predominantly Catholic Hispanics--this gap is expected to grow. By 2020, the Hispanic population could easily double to 70 million, or 21% of the U.S. population; by 2050 expect people of Hispanic origin to number more than 100 million. Hispanics are 11.4% of today’s work force, a figure that could easily double in a ten years.
• Over 7.6 million Hispanic households in the U.S. average 3.6 people per household.
• U.S. Hispanic households have 2 or more people employed full time; 58% of Hispanics over 18 are employed full time.
• About 1 million Hispanic households in the United States have incomes of $50,000 or more.
• The average Hispanic household spends $31,013 annually. • Hispanics are a young population. The median age of U.S. Hispanics is 26.5 compared to a median age of 32.2 for non-Hispanics.
• 12.8 million Hispanics were foreign-born; of this number, 1 in 4 were naturalized citizens.
• Among foreign-born Hispanics, 43% entered the U.S. in the 1990s, while 27% entered before 1980.
• Although 74% of those who entered the country before 1970 had obtained citizenship by 2000, only 7% of those who entered between 1990 and 2000 had become citizens. (Becoming a naturalized citizen requires five years of residence in the U.S.)
Sources: U.S. Census Bureau 2000 Census of Population and The Hispanic Population in the United States, March 2000, Roberto Ramirez and Melissa Therrien.
Flexing Economic and Political Muscle
Today, the 7.6 million-plus Hispanic households in the U.S. boast higher educational levels, greater access to credit and capital, and more finely tuned technological skills than ever. Consequently, with buying power exceeding $350 billion, the current generation of Hispanics is an economic powerhouse.
That Adds up to Prime Marketing Potential
More than half of all Hispanics in the U.S. are between ages 18-49, which means most of them are getting married, buying homes, starting families, launching careers, and in many cases, opening their own businesses.
A strong entrepreneurial streak runs through this market, with Hispanic-owned businesses in the U.S. totaling 1.2 million firms employing over 1.3 million people and generating $186.3 billion in revenues in 1997, according to a report released this year by the Commerce Department's Census Bureau. Indeed, Hispanic-owned companies made up 6% of the 20.8 million non-farm businesses in the nation and 1% of the $18.6 trillion in receipts for all businesses.
Market Positioning Pays (As Always)
The longer Hispanics live in an area and the more prosperous they are the more invisible they become, and many school districts are having marked success with “immersion” English-language training among Hispanic grade school students. Yet assimilation may never be complete. In most Hispanic communities in the U.S., strong cultural identity persists, and that can affect how you market to them. So though the times are indeed a-changing (to borrow a phrase), you’ll still find that a fundamental understanding of Hispanic culture and working knowledge of Spanish are assets in this market—make that markets, since Hispanic communities are no more homogeneous than others.
Like any group, Hispanics in a community typically become reconfigured into distinct market segments—small-business owners, professionals, agribusiness, and so on—with all the usual qualifying characteristics: Common identity and accessibility; Common characteristics; Identifiable wants, needs and objectives; active communications networks.
Where is Home?
“The Southwest and Northeast still have the heaviest concentrations of Hispanic communities, but Latinos are changing the look, sound and feel of more and more cities across the nation that have not traditionally been home to Hispanics,” reports Gigi Anders in Hispanic Magazine, adding that Hispanic communities are developing at a record-breaking pace in other nontraditional states such as Arkansas, Oregon, Nevada, and South Carolina.
And Georgia!
Yolanda Rodr?guez, writing in Hispanics Online: “In 1996, the Georgia Hispanic Chamber of Commerce had 180 members and now has 931, ranging from multimillion dollar companies to small mom-and-pop operations.”
Business owners and professionals who understand that will enjoy a competitive edge in this marketplace and find it easier to build productive relationships with receptive Hispanic prospects and clients.
So, Which is it: Hispanic or Latino?
We’re back to that question…
Those who call themselves Hispanic are typically more assimilated (or acculturated), politically conservative, and younger than those who use the term Latino, who, conversely, tend to be liberal, older, and at times, more radical.
“A recent presidential tracking poll by Hispanic Trends, Inc., a polling firm associated with Hispanic Magazine, wanted to put the identity issue to rest once and for all by asking registered voters which term they preferred--Hispanic or Latino?” Concludes Ms. Granado, “The result was something of a surprise: A majority prefers the term Hispanic.”
There, does that straighten the picture on the wall?
Reference Sources:
1. U.S. Census Bureau, Census of Population.
2. www.HispanicsOnline.com. This website is an invaluable resource for anyone seeking to learn more about Hispanic culture, lifestyle, economics and demographics.
3. “Surveys Reveal Hispanics’ Family Concerns,” Humberto Cruz, The Savings Game, Tribune Media Services, 1/5/03
4. “Family Is Priority
Is your shyness causing your trouble at work and limiting your potential?Do you hate the thought of presenting or speaking in front of other people at work?Do you have trouble introducing yourself to co-workers or carrying on a conversation with people you don’t know?With the rise of email, online shopping, chat rooms, ATMs for banking and other devices that prevent or inhibit direct contact with other humans, it has become easier for people to hide their shyness and get by in certain situations.But at the end of the day, job interviews are still done face to face and when the big work presentation arrives, you will be doing it in front of real live people, not through an instant messaging session!It might be getting easier for you to hide your shyness but the problem won’t be eliminated.I find that I’m the type of person who is situational when it comes to shyness. I have no problem presenting or speaking in front of a g
• Over 7.6 million Hispanic households in the U.S. average 3.6 people per household.
• U.S. Hispanic households have 2 or more people employed full time; 58% of Hispanics over 18 are employed full time.
• About 1 million Hispanic households in the United States have incomes of $50,000 or more.
• The average Hispanic household spends $31,013 annually. • Hispanics are a young population. The median age of U.S. Hispanics is 26.5 compared to a median age of 32.2 for non-Hispanics.
• 12.8 million Hispanics were foreign-born; of this number, 1 in 4 were naturalized citizens.
• Among foreign-born Hispanics, 43% entered the U.S. in the 1990s, while 27% entered before 1980.
• Although 74% of those who entered the country before 1970 had obtained citizenship by 2000, only 7% of those who entered between 1990 and 2000 had become citizens. (Becoming a naturalized citizen requires five years of residence in the U.S.)
Sources: U.S. Census Bureau 2000 Census of Population and The Hispanic Population in the United States, March 2000, Roberto Ramirez and Melissa Therrien.
Flexing Economic and Political Muscle
Today, the 7.6 million-plus Hispanic households in the U.S. boast higher educational levels, greater access to credit and capital, and more finely tuned technological skills than ever. Consequently, with buying power exceeding $350 billion, the current generation of Hispanics is an economic powerhouse.
That Adds up to Prime Marketing Potential
More than half of all Hispanics in the U.S. are between ages 18-49, which means most of them are getting married, buying homes, starting families, launching careers, and in many cases, opening their own businesses.
A strong entrepreneurial streak runs through this market, with Hispanic-owned businesses in the U.S. totaling 1.2 million firms employing over 1.3 million people and generating $186.3 billion in revenues in 1997, according to a report released this year by the Commerce Department's Census Bureau. Indeed, Hispanic-owned companies made up 6% of the 20.8 million non-farm businesses in the nation and 1% of the $18.6 trillion in receipts for all businesses.
Market Positioning Pays (As Always)
The longer Hispanics live in an area and the more prosperous they are the more invisible they become, and many school districts are having marked success with “immersion” English-language training among Hispanic grade school students. Yet assimilation may never be complete. In most Hispanic communities in the U.S., strong cultural identity persists, and that can affect how you market to them. So though the times are indeed a-changing (to borrow a phrase), you’ll still find that a fundamental understanding of Hispanic culture and working knowledge of Spanish are assets in this market—make that markets, since Hispanic communities are no more homogeneous than others.
Like any group, Hispanics in a community typically become reconfigured into distinct market segments—small-business owners, professionals, agribusiness, and so on—with all the usual qualifying characteristics: Common identity and accessibility; Common characteristics; Identifiable wants, needs and objectives; active communications networks.
Where is Home?
“The Southwest and Northeast still have the heaviest concentrations of Hispanic communities, but Latinos are changing the look, sound and feel of more and more cities across the nation that have not traditionally been home to Hispanics,” reports Gigi Anders in Hispanic Magazine, adding that Hispanic communities are developing at a record-breaking pace in other nontraditional states such as Arkansas, Oregon, Nevada, and South Carolina.
And Georgia!
Yolanda Rodr?guez, writing in Hispanics Online: “In 1996, the Georgia Hispanic Chamber of Commerce had 180 members and now has 931, ranging from multimillion dollar companies to small mom-and-pop operations.”
Business owners and professionals who understand that will enjoy a competitive edge in this marketplace and find it easier to build productive relationships with receptive Hispanic prospects and clients.
So, Which is it: Hispanic or Latino?
We’re back to that question…
Those who call themselves Hispanic are typically more assimilated (or acculturated), politically conservative, and younger than those who use the term Latino, who, conversely, tend to be liberal, older, and at times, more radical.
“A recent presidential tracking poll by Hispanic Trends, Inc., a polling firm associated with Hispanic Magazine, wanted to put the identity issue to rest once and for all by asking registered voters which term they preferred--Hispanic or Latino?” Concludes Ms. Granado, “The result was something of a surprise: A majority prefers the term Hispanic.”
There, does that straighten the picture on the wall?
Reference Sources:
1. U.S. Census Bureau, Census of Population.
2. www.HispanicsOnline.com. This website is an invaluable resource for anyone seeking to learn more about Hispanic culture, lifestyle, economics and demographics.
3. “Surveys Reveal Hispanics’ Family Concerns,” Humberto Cruz, The Savings Game, Tribune Media Services, 1/5/03
4. “Family Is Priorit
Starting your own business is not a simple task. On the contrary, it has a series of implications that will completely transform your life and the way you see the world. This is why you truly need to understand the reasons that are driving you to start your own business and if you have developed the skills necessary for this kind of venture.Discovering the real reasons for starting your own businessWhen I hear people say, "I can open a small business, hire an employee, and I’ll just receive the money from the sales," I realize this person has never owned a business. This description is related more to an "investor," whose work is very different than the one of "business owner."Having your own business can mean working as you have never worked before and will challenge all your abilities to the maximum extent. Several years can pass before your business “breaks even” and becomes profitable.Nevertheless, once established, by own
That Adds up to Prime Marketing Potential
More than half of all Hispanics in the U.S. are between ages 18-49, which means most of them are getting married, buying homes, starting families, launching careers, and in many cases, opening their own businesses.
A strong entrepreneurial streak runs through this market, with Hispanic-owned businesses in the U.S. totaling 1.2 million firms employing over 1.3 million people and generating $186.3 billion in revenues in 1997, according to a report released this year by the Commerce Department's Census Bureau. Indeed, Hispanic-owned companies made up 6% of the 20.8 million non-farm businesses in the nation and 1% of the $18.6 trillion in receipts for all businesses.
Market Positioning Pays (As Always)
The longer Hispanics live in an area and the more prosperous they are the more invisible they become, and many school districts are having marked success with “immersion” English-language training among Hispanic grade school students. Yet assimilation may never be complete. In most Hispanic communities in the U.S., strong cultural identity persists, and that can affect how you market to them. So though the times are indeed a-changing (to borrow a phrase), you’ll still find that a fundamental understanding of Hispanic culture and working knowledge of Spanish are assets in this market—make that markets, since Hispanic communities are no more homogeneous than others.
Like any group, Hispanics in a community typically become reconfigured into distinct market segments—small-business owners, professionals, agribusiness, and so on—with all the usual qualifying characteristics: Common identity and accessibility; Common characteristics; Identifiable wants, needs and objectives; active communications networks.
Where is Home?
“The Southwest and Northeast still have the heaviest concentrations of Hispanic communities, but Latinos are changing the look, sound and feel of more and more cities across the nation that have not traditionally been home to Hispanics,” reports Gigi Anders in Hispanic Magazine, adding that Hispanic communities are developing at a record-breaking pace in other nontraditional states such as Arkansas, Oregon, Nevada, and South Carolina.
And Georgia!
Yolanda Rodr?guez, writing in Hispanics Online: “In 1996, the Georgia Hispanic Chamber of Commerce had 180 members and now has 931, ranging from multimillion dollar companies to small mom-and-pop operations.”
Business owners and professionals who understand that will enjoy a competitive edge in this marketplace and find it easier to build productive relationships with receptive Hispanic prospects and clients.
So, Which is it: Hispanic or Latino?
We’re back to that question…
Those who call themselves Hispanic are typically more assimilated (or acculturated), politically conservative, and younger than those who use the term Latino, who, conversely, tend to be liberal, older, and at times, more radical.
“A recent presidential tracking poll by Hispanic Trends, Inc., a polling firm associated with Hispanic Magazine, wanted to put the identity issue to rest once and for all by asking registered voters which term they preferred--Hispanic or Latino?” Concludes Ms. Granado, “The result was something of a surprise: A majority prefers the term Hispanic.”
There, does that straighten the picture on the wall?
Reference Sources:
1. U.S. Census Bureau, Census of Population.
2. www.HispanicsOnline.com. This website is an invaluable resource for anyone seeking to learn more about Hispanic culture, lifestyle, economics and demographics.
3. “Surveys Reveal Hispanics’ Family Concerns,” Humberto Cruz, The Savings Game, Tribune Media Services, 1/5/03
4. “Family Is Priorit
Whether you are a large company or a small set up, there will come a time when you will have to make a decision to outsource some of your marketing work. As we all know, effective marketing is the life-blood of all businesses, possibly even more important than sales.Selecting the right marketing agency to work with you is likely one of the most important decision you have to make in the entire realm of marketing decisions. Your marketing agency is going to be working with you long term (there is no such thing as a “quick fix” where marketing is concerned!) and that relationship has strong bearings on your success.There are many resources that you can turn to for advise on selecting the right marketing agency. But one thing is for sure, please do not, never, ever, don’t even think about - calling for a few quotes and awarding the job to the lowest bidder!Most experts will agree that the marketing agency is likely to be the external party that
Like any group, Hispanics in a community typically become reconfigured into distinct market segments—small-business owners, professionals, agribusiness, and so on—with all the usual qualifying characteristics: Common identity and accessibility; Common characteristics; Identifiable wants, needs and objectives; active communications networks.
Where is Home?
“The Southwest and Northeast still have the heaviest concentrations of Hispanic communities, but Latinos are changing the look, sound and feel of more and more cities across the nation that have not traditionally been home to Hispanics,” reports Gigi Anders in Hispanic Magazine, adding that Hispanic communities are developing at a record-breaking pace in other nontraditional states such as Arkansas, Oregon, Nevada, and South Carolina.
And Georgia!
Yolanda Rodr?guez, writing in Hispanics Online: “In 1996, the Georgia Hispanic Chamber of Commerce had 180 members and now has 931, ranging from multimillion dollar companies to small mom-and-pop operations.”
Business owners and professionals who understand that will enjoy a competitive edge in this marketplace and find it easier to build productive relationships with receptive Hispanic prospects and clients.
So, Which is it: Hispanic or Latino?
We’re back to that question…
Those who call themselves Hispanic are typically more assimilated (or acculturated), politically conservative, and younger than those who use the term Latino, who, conversely, tend to be liberal, older, and at times, more radical.
“A recent presidential tracking poll by Hispanic Trends, Inc., a polling firm associated with Hispanic Magazine, wanted to put the identity issue to rest once and for all by asking registered voters which term they preferred--Hispanic or Latino?” Concludes Ms. Granado, “The result was something of a surprise: A majority prefers the term Hispanic.”
There, does that straighten the picture on the wall?
Reference Sources:
1. U.S. Census Bureau, Census of Population.
2. www.HispanicsOnline.com. This website is an invaluable resource for anyone seeking to learn more about Hispanic culture, lifestyle, economics and demographics.
3. “Surveys Reveal Hispanics’ Family Concerns,” Humberto Cruz, The Savings Game, Tribune Media Services, 1/5/03
4. “Family Is Priorit
Today, December 8th is a big day. It's the launch of a new tool that will make a lot of smart people a lot of money.Nothing. Really NOTHING has been this easy earlier in online marketing. Target a niche by just selecting a keyword. Target 100 niches by the end of this weekend by selecting 100 keywords. NO cloaking involved, so you will not be banned (on the contrary, Search engines will love your site and index loads of pages with real content).EVERYTHING is done for you. You select the keyword; this incredible tool creates a whole video site in 11 seconds for you. Every video (targeted to your niche) carries an ad at the end, and when people click it YOU get paid. Each site also has automatically inserted AdSense ads, of course these are targeted to YOUR niche as well...Every video site that you create is Search Engine Optimized to suit your selected Niche... and a Tag Cloud suited exactly to your niche is created. People will click away fo
Business owners and professionals who understand that will enjoy a competitive edge in this marketplace and find it easier to build productive relationships with receptive Hispanic prospects and clients.
So, Which is it: Hispanic or Latino?
We’re back to that question…
Those who call themselves Hispanic are typically more assimilated (or acculturated), politically conservative, and younger than those who use the term Latino, who, conversely, tend to be liberal, older, and at times, more radical.
“A recent presidential tracking poll by Hispanic Trends, Inc., a polling firm associated with Hispanic Magazine, wanted to put the identity issue to rest once and for all by asking registered voters which term they preferred--Hispanic or Latino?” Concludes Ms. Granado, “The result was something of a surprise: A majority prefers the term Hispanic.”
There, does that straighten the picture on the wall?
Reference Sources:
1. U.S. Census Bureau, Census of Population.
2. www.HispanicsOnline.com. This website is an invaluable resource for anyone seeking to learn more about Hispanic culture, lifestyle, economics and demographics.
3. “Surveys Reveal Hispanics’ Family Concerns,” Humberto Cruz, The Savings Game, Tribune Media Services, 1/5/03
4. “Family Is Priority for Many Hispanic Workers,” Carol Kleiman, Tampa Tribune, 12/24/02
5. The Allied Media Publication Network allows you to target this market through publications whose editorial focus is directly linked to Hispanic culture.
6. “Bilingual Yellow Pages to Embrace Hispanics,” Rafael Morales, Tampa Tribune, 10/25/02
7. “Small Business Research Summary’s – Analysis of Hispanic-Owned Companies,” David Birch September 2000. Cognetics Marketing Services, Inc.
8. “The Hispanic Market Continues To Grow Everywhere!” Alex L?pez Negrete, President/CEO, L?pez Negrete Communications.
9. “The Hispanic Population in the United States, March 2000,” Roberto Ramirez and Melissa Therrien.
10. “Top 10 Cities For Hispanics 2002,” Gigi Anders, www.HispanicsOnline.com
11. “Hispanics Living in the Peach State,” Yolanda Rodr?guez, www.HispanicsOnline.com
12. “'Hispanic' vs. 'Latino’: A New Poll Finds That The Term 'Hispanic' Is Preferred,” Christina Granado, www.Hispaniconline.Com
Want More? Send questions and comments to w.willard3@knology.net.
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