2010 census marketing by rgomezjr

multicultural information, news and cool insights

www.rgomezjr.me | www.linkedin.com/rgomezjr | www.twitter.com/rgomezjr | www.directnoticia.info

DIRECTNOTICIACan You Afford To Overlook

A “TRILLION” Dollars

The U.S. Census serves as the official guide to track the growing influence of all communities in the U.S. Especially the latest growth with ethnic residents. The political representation that determines the level of government spend and attention we receive. For business professionals the census findings will provide an authoritative set of strategies about the multicultural consumer growth that will ultimately effect the way you position your brand.

These last few months I have put together a high-level presentation for clients and organizations to start processing the data that will address some provoking questions in how to plan for this new consumer expansion.

Thank you for connecting, communicating and contributing to our network.

May 2011

R O B E R T O G O M E Z

[email protected]

A t l a n t a , G e o r g i aO F F I C E678.453.6015 M O B I L E678.517.3333

with Cafe Con Leche

A note from the editor: Roberto Gomez Jr.

I want to share with you what will be the biggest marketing news in any industry.

Roberto Gomez Jr.

http://www.rgomezjr.me

http://www.rgomezjr.me

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Can You Afford To Overlook

A TRILLION DOLLARS ?

Are You Ready For “EL Censo”?

3 Areas Covered

What Will It Reveal About The Composition Of The Untied States And It’s Diversity

What Can We Expect To Learn From The 2010 Census

How Can We Use This Data To Improve Your Marketing Efforts

www.rgomezjr.me I www.directnoticia.info

Clarification About The Census Data

For this census everyone received the same ten question survey. The questions were basic such as name, age,

sex, number of people living in the home. As in census survey of 2000, the 2010 survey first asks people if they are

Hispanic, Latino, Spanish origin and the subsequent question asks about race. Instructions tell people to respond

to both questions.

Previously, a percentage of the population received what was known as the ‘long form’ which asked much more

extensive questions. That data is still being collected through the Census Bureau’s American Community Survey

(ACS). It is conducted on an annual basis and gathers information such as education, housing, income, etc.

The differences between the 2010 Census and the ACS, are geographical detail, population count vs. population

characteristics


The final data will be released theoretically on every person living in theUnited States on April 2011.

We can expect to learn about the age, gender, household role, Hispanic/Latino origin, and race. We will learn about how many Hispanics there are in the US, and the number is likely to be surprising and revealing even though there are always issues in counting those who do not have documents and others who simply do not want to be counted.

We need to remember that there were many social, political, and economic issues that influenced the residency of Hispanics in the last 10 years, when many decided to return to Latin America and others just did not feel like being counted.

The Final Count


JUST UPDATED 4.2011

download summary draft here: http://www.box.net/shared/static/sgy75e1396.pdf

is a term used in the United States to identify individuals whose

ancestry comes from variety of countries where Spanish is the main language. It was first

used by the Census in the 60’s to capture all the people whose backgrounds included any of

the Spanish-Speaking countries and the later in the 80’s used to start identifying the

population growth trends.

Hispanic


You Got Mail

The 2010 Census will have a profound impact on how we see ourselves as a

nation. You can expect to see headlines like: “Hispanic Population Grows 42%;

Non Hispanic Only Grows 5%”. The coverage will be on every news outlet.

Every marketing departments inbox will expect an email from the CEO with a link

to articles with the question, “What is our strategy?” Not “What is our Hispanic

strategy?” The census will show we’ve moved beyond that. Marketing to

Hispanics will now be an integral part of every marketing strategy.


Some Top Level Facts To Know

✓ Hispanics, African Americans and Asians represent over 100 million Americans.

✓ There are over 50 million Hispanic steady-residents of the U.S.

✓ Hispanics contributed 52% of overall U.S population growth between 2000 - 2010.

✓ Hispanics and Asians represent a disproportionate amount of the growth into the future.


America, the diversified

✓ 100 Million non-Whites, half from the Spanish culture.

Special Note: Experts anticipate that U.S. will be more diverse than ever, with only 22% of

households expected to be iconic American family of mom, dad and kids.

✓ Los Angeles County is expected to be home to the largest Hispanic population in the

US exceeding that of Costa Rica.

✓ Nearly one in six US residents will be Hispanic.


America, the diversifiedWhat has changed?

✓ Several years ago, SALSA surpassed catsup as the number one condiment in the U.S.

✓ Tortillas now outsell bread in the U.S.

✓ The MARGARITA is the #1 cocktail served in the U.S.

✓ According to Hallmark Cards, Pinatas are now the second most popular party decoration in the U.S, after balloons.


EL Censo


Hispanic Population 1980

“HISPANIC” introduced in 1960 - Full Count in 1980

Total US: 226,545,805

Source: Geoscape, American Marketscape Datastream Executive Summary, 2011 - www.geoscape.com , and US Census Data

Hispanic Population 2010

Total US: 308,745,538

Source: Geoscape, American Marketscape Datastream Executive Summary, 2011 - www.geoscape.com , and US Census Data

How Much Did It Grow?

Population Growth: 2010 vs. 2000 Census

13 25 38 50

Total US Hispanic Asian/PI Black White

10%

41%

38%

11%

4%


Data From: U.S. Census Bureau

Where Did It Grow?

Data From: U.S. Census Bureau

100,000,000

30 Years of 3 digit Growth50,000,000


2010 Top Hispanic Markets2 4 6 8

8MM

5MM

2MM

2MM

2MM

2MM

2MM

2MM

1MM

1MM

Los AngelesNew YorkHoustonChicagoMiamiDallasSan FranciscoPhoenixSan AntonioHarlingen

Hisp: 21% of Total Pop

Hisp: 35%

Hisp: 21%

Hisp: 28%

Hisp: 23%

Hisp: 30%

Hisp: 45% of Total Pop

Hisp: 47%

Hisp: 55%

Hisp: 89%


Markets With Largest Growth

Markets with Largest Hispanic 2000-2010 Growth [ Among 100K + Growth Markets]

100 200 300 400

146M

400M

138M

334M

131M

286M

303M

163M

327M

168M

CharlotteAtlantaFt. MyersOrlandoRaleigh-DurhamLas VegasTampaW.Palm BeachWashington DCSalt Lake City


Where Did It Grow?According to Ad Age’s white paper “2010 Hispanic America” in the age group 25-44 Hispanics grew 34% while non Hispanics in the same age group grew 0%. Yes, you read that correctly: zero percent growth for non Hispanics ages 25-44. But let’s look at the growth in age groups further.

0

15

30

45

60

>5 Yrs. 5-13 Yrs. 14-17 Yrs. 18-24 Yrs. 35-34 Yrs. 35-44 Yrs.

Hispanic Non Hispanic

53%

3%

37%35%

24% 26%

39%

-9%

-3%12%

0%

-15%


By Ethnic Group 2010 Population

67%

12%

5%

16%

Non-Hispanic Other Non-Hispanic Black Non-Hispanic Asian & Pacific Islander Hispanic

One-Third of America’s Population is of either Asian, Black or Hispanic origin; however, these proportions vary dramatically at the state and metropolitan area levels.


Unauthorized Immigration In The US

Mexico63%

Central America12%

South America8%

Carribean4%

African & Others4%

Europe & Canada4%

Middle East1%

All Other3%

Currently 11 million unauthorized immigrants:

- Nearly 7 million are from Mexico

- 2.2 million from other Latin American countries

- Majority of immigrants are men - aged 20-35

Department of Homeland Security 2009.

The most recent Census data, the 2009 in-flow of new immigrants

from Mexico is the lowest seen in over 10 years.

March 2007 - 2009 only saw approximately 150,000 new arrivals -

roughly 44% less than the previous year.


Unauthorized Immigration Trend

Overall unauthorized immigrant

population declined by nearly 1

million (7.5%) between ’07 and ’09.

Decline in immigration from Mexico

fell only 300 thousand (4.3%) in the

same period.

0

225

450

675

900

850

550

300

March ‘00 - ‘05 March ‘05 - ‘07March ‘07 - ‘09

Flows are derived as difference of population totals over given intervals, classified by

periods of arrival in U.S. from March CPS supplements.


Purchasing Power


✓ Between 1990 and 2010, the buying power of U.S. Hispanics rose by

315% compared to the buying power of non-Hispanic at 111% over the

same time period.

Purchasing Power

✓ The U.S. Hispanic market is already larger than the entire economies of

all but eleven countries in the world.

✓ The U.S. Hispanic market ranks as the 3rd largest “Latin American

economy” behind Brazil and Mexico.


Household $ By CultureAsian top the list in terms of annual household income, due in part to both the disproportionately large number in working age cohorts and to their higher levels of educational attainment. Hispanics are about 17% below the overall median.

0

17500

35000

52500

70000$69,026.00

$56,378.00

$43,307.00

$34,976.00

Asian White Hispanic Black


Consumer Spending By Culture

Aggregate HH Consumer Spending

Non-Hispanic White & Other Race20%

Non-Hispanic Black12%

Non-Hispanic Asian & Pacific Islander20%

Hispanic47%

Hispanics & Asians together comprise 15% of HH, but

contribute 67% of the increase in consumer

spending

Non-Hispanic White & Other Race2.4

Non-Hispanic Black2.6Non-Hispanic Asian & Pacific Islander

2.9

Hispanic3.3

Aggregate HH Size


Lifetime $pend By CultureHispanic HH lifespan is 15 years longer and with more spending in some categories. Lifetime value in may categories will be greater in absolute dollar terms.

0

0.75

1.5

2.25

3

2008 2015 2020 2025 2030 2035 2040 2045 2050

Asian White Hispanic Black

Total Expenditures

Calendar Year - Life Expectancy

Aggregate spending over the lifespan of a Hispanic or Asian HH is usually greater than that of Non-Hispanic White HH


Lifetime $pend By Culture

Lifetime HH Sending 2010+ NH White NH Black NH Asian Hispanic

Food at Home $161,741 $133,565 $227,231 $261,551

Food at Home and Away $278,321 $217,525 $404,180 $411,335

Personal Care $26,863 $26,247 $34,750 $32,748

Apparel $67,976 $95,098 $109,260 $124,027

Home Furnishings $63,997 $53,347 $87,843 $58,120

Transportation $360,334 $302,614 $494,944 $456,903

Entertainment $126,388 $74,689 $199,227 $104,842

Other $1,086,340 $903,085 $1,537,514 $1,073,610

TOTALS: $2,171,959 $1,768,782 $3,094,949 $2,523,135

Hispanic HH will spend $2.52 million per person during their lifetime on food at home and away, personal care items, apparel, home furnishings, transportation and entertainment.

Hispanics With The Highest IncomeHispanic households in the state of Maryland is $62,769.00 For Virginia it’s $59,779.00, the large majority are

bilingual and bicultural that ties in well with the employment to the U.S. Government in Washington, DC.

Top 20 States For HH IncomeSTATE Hispanic MHH Income

Maryland $62,769

Virginia $59,779

Hawaii $58,521

Alaska $56,165

New Hampshire $52,828

Vermont $51,277

New Jersey $49,414

California $49,022

Illinois $48,506

Wyoming $48,134

Nevada $47,667

District of Columbia $46,391

Florida $44,206

Utah $42,338

Delaware $42,278

Arizona $42,094

Washington $41,746

Minnesota $41,543

Connecticut $41,038

Louisiana $40,872

Hispanic Consumer Top CategoriesHispanics consume more than the average American HH in may categories. Among those over-indexing categories are Apparel and various products consumed in the home.

✓ Food / Beverages

✓ Social Events ... ( Quinceanera: When the daughter turns 15 )

✓ Rental Housing

✓ Apparel

✓ Telephone Services

✓ TV / Radio and other Sound Equipment

✓ Personal Care Products

✓ Public Transportation

✓ Automotive Top Chose: Pick-Up Trucks

✓ Automotive Accessories

✓ Cleaning Supplies

An estimated $70B in annual

healthcare spending from US Hispanics.


Where Do Hispanic Shop

✓ Convenience

✓ Low Prices

✓ Wide Range of Merchandise

- Employees who speak Spanish

- Products relevant to Hispanic consumer

- Spanish-language signage

- Spanish Advertising, Marketing, Event or Community Involvement

✓ 37% of Hispanic respondents named Wal-Mart their favorite store.

✓ J.C. Penney, Sears and Target all tied for second place with 4%


Segmenting The Latino Culture


ASSIMILATION is the process whereby an immigrant group

gradually adopts the characteristics of another culture - essentially losing

one’s language, customers, traditions and ties to one’s homeland.

Segmenting The Latino CultureImportant Terms

ACCULTURATION is the process of integration of native and

traditional immigrant cultural values with dominant culture values -

adopting a new culture without denying one’s heritage.



The following (3) slides under “Acculturation of the Hispanic Population,

are terms and data copyrighted by Geoscape under the registered

trademark “Hispanicity®”. Each of the Culture Codes outlined from

Hispanicity, Americanizado, Nueva Latina, Bi-Cultural, Hispano and

Latinoamericana are trademarks of Geoscape.

Please take time go online at : www.geoscape.com for more detail

information and resource available.


✓ AmericanizadoEnglish Dominant (nearly no Spanish)Born in U.S 3rd GenerationFew Hispanic Cultural Practices

Americanizado16%

Nueva Latina27%

Bi-Cultural25%

Hispano17%

LatinoAmericana15%

Spanish Dominant (nearly no English)Recent immigrant as a adult (less than 10 years)

Primarily Hispanic Cultural PracticesIdentify with home country more so than U.S

Hispanic

✓ Latinoamericana

English Preferred (Some Spanish)Born in U.S 2nd GenerationSome Hispanic Cultural Practices (Retro-Acculturate)

✓ Nueva Latina

Bi-Lingual (equal or nearly)Immigrant as a child or young adultMany Hispanic Cultural Practices

✓ Bi-Cultural

Spanish Preferred (some English)Immigrant as a adult in the U.S 10+ yearsPredominant Hispanic Cultural Practices

✓ Hispano

Source: Geoscape, American Marketscape Datastream Executive Summary, 2011 - www.geoscape.com

Product $pend By Segment

✓ AmericanizadoEnglish Dominant (nearly no Spanish)Born in U.S 3rd GenerationFew Hispanic Cultural Practices

Spanish Dominant (nearly no English)Recent immigrant as a adult (less than 10 years)Primarily Hispanic Cultural PracticesIdentify with home country more so than U.S Hispanic

✓ Latinoamericana

English Preferred (Some Spanish)Born in U.S 2nd GenerationSome Hispanic Cultural Practices (Retro-Acculturate)

✓ Nueva Latina

} ShampooFast FoodGum - B.Water

Suave - Nissan - SouthWest ALMcDonaldsDentyne - Aquafina

} ToothbrushesConditionersFast Food

Colgate - Toyota - American ALPantene Pro-VMcDonalds

} Bread - RiceCanned TunaToothpaste

Bimbo - Ford - American ALChicken of the SeaColgate


The Role of Language

English Dependent22%

Bi-Lingual English Preferred27%

Bi-Lingual English & Spanish13%

Bi-Lingual Spanish Preferred18%

Spanish Dependant20%

About 60 % of Hispanics are Bi-Lingual to some degree. So on a general average; 48% are English dominate and 38% are Spanish dominant.

The chart represent the national distribution, although the mix of segments varies by region and metro area.


Marketing To Hispanic Itʼs DIfferent

✓ Many companies limit their Hispanic marketing and outreach to one-dimensional efforts like

the literal translations of general market campaigns.

✓ Marketing cannot simply transfer directly to the U.S. Hispanic market the conceptualizations

or marketing strategies that work with the general market.

✓ Many factors - historical, contextual, cultural, demographics, financial - place Hispanic

consumer in a different category.


TRANSLATION An accurate linguistic text transfer from one language into another.

Segmenting The Latino CultureImportant Term

Special Note: Direct translations and usage of general market strategies tend to miss the emotional

and culturally relevant elements. Some results will be there, but not with sales volume, strength and

recall, that a truly culturally-attuned marketing effort can attain.

TRANSCREATION The process of determining the suitability of an original creative

message to an ethnic group, and if suitable, transferring the creative concept, not just the words, in

an appropriate tone and graphic look.



TRANSCREATION

Ads That Work

Segmenting The Latino CultureWhat NOT To Do

An American t-shirt maker in Miami printed shirts for the Hispanic market which promoted the Pope’s visit. Instead of I saw the Pope (el Papa), the shirts translate to I saw the potato (la papa).

The Come alive with the Pepsi Generation campaign in the Chinese market actually translated to Pepsi brings your ancestors back from the grave.

The Coors slogan Turn it loose was badly translated for a Spanish-speaking audience into Suffer from diarrhea.

Gerber’s beautiful label babies generated big sales here in the U.S., but just didn’t have the same effect in several African countries. The company eventually learned that in Africa companies routinely put pictures on the label of what’s inside.

General Motors’ Chevy Nova failed miserably in Latin America. In Spanish, Nova means No Go.



Mexico has strict laws prohibiting the defamation of the flag and this advertising denigrates the image of their county.

This example illustrates the importance of truly understanding Hispanic culture before advertising to reach the community. Critics felt the ad propagates negative stereotypes of Hispanic women as being loose and overly sexual.

What NOT To Do


Online?


Online?Computer ownership: 72% of Hispanics have a computer at home. - 89% have internet access, with 54% at high speed.

Nielsen 2009 release adjusted for 4 quarters

Overall, 47% spend some time each day on the Spanish Language internet, defined as using email, watching video or listening to music. - 22% spend 31 minutes to 2 hours each day doing so, with 3% spending more than 5 hours.

Who Are They?Hispanic vs. General Market Users

Age: 37Household Income: $50K+Children: Yes: Maria 6 and Roberto 5

Age: 46Household Income: $75K+Children: Yes: Sandra, 22

Both offline and online Hispanics are much younger than the general population, with larger households and younger children. 46% of Online Hispanics are under 35 years old, compared to just 26% of the US Internet population. Meanwhile, 30% of the General Market online population are empty nesters - only 13% of Hispanics fall into this group.

}www.rgomezjr.me I www.directnoticia.info

Where To Market Online?

HIS

PAN

IC M

AIN

ST

RE

AM

ME

DIA

HIS

PAN

IC T

RA

DIT

ION

AL

ME

DIA


Makings For A Great Program


Top 5 Marketing Strategies

1. In-Store (Retail) Signage, POS, POP Invite and Welcome the community.

For The Hispanic Consumer

2. Direct Marketing: (Educational vs. Solicitation Marketing Strategies)

3. Community Promotional Events “Grassroots” - Holidays - Birthdays - Bodegas “Small Family Stores”

4. Online Marketing Resources that tap into the Bi-lingual and Spanish portals.

5. A Line Local Promotional Offers - “Cross Marketing”

- FSI strategies directed to the market circulation (Bi-lingual and Spanish Papers)

- Door - 2 - Door (Sampling or Hanger Program)

- Data Driven (Segmented) Mailer Coupon Program

Source: ADS Media Group (Direct Marketing Programs) www.adsmediagroup.com

Top 5 Marketing StrategiesDirect Marketing - Is Becoming The Top Marketing Strategy For Hispanics

Total Ad Dollars spent by direct mail advertisers in the U.S. Hispanic media

totaled $184.8 million for the first 9 M of 2009. }

Product Category Dollars Spent 2009

Restaurant $253,891,123

Telephone - Wireless $242,804,671

Automotive $226,284,629

Direct Mail $184,842,629

Satellite Communication $183,526,403

Retail $179,400,304

Beer $136,175,218

Legal Services $95,392,342

Auto Insurance $75,910,119

Motion Pictures $75,710,968

TOTAL: $1,653,938,292

Marketing StrategiesSegmentation Analysis

3m

5m

Based on the product or service - you defined your best customer data-points:

✓ Hispanic - Family House Hold

✓ Presences of Children

✓ Income $40K +

More Data:

✓ 2nd - Generation (English / Spanish)

✓ Owns a Truck

✓ Country of Origin

}Results

Hispanic Density Thematic Map Radius Map

11500 IH 10 W. Bldg. #1San Antonio, TX 78230Phone: 210-690-1878Fax: 210-690-3595

Population: 1,202,000Race White & Other Black Hispanic Total HHPercentage 34.5% 6.8% 58.7% 405,000Number 414,689 81,736 705,574

3 Mile Radius *3 Mile Radius View# of Hispanics HH 13,510# of Blacks HH 676# of Hispanic Businesses 803

Housing Units: 433,000% Rental 34%% Home Ownership 66%Income 277,000 (Under 20M-50M) 174,000 (51M-125M) Avg. Median Income $44MMedian/Age 221M (18-45) 371M (46-65) Avg. Median Age 32

Total Black Hispanic WhiteNumber of Licensed Television Stations 34 0 6 28Number Of Licensed Radio Stations 40 2 9 29

Total Businesses 60,271Churches (1,802), Attorneys (1,471), Physicians & Surgeons (968), Home Builders (687),General Contractors (623), Real Estate (499), Dentists (388), Schools (355), Government Offices (340), Apartments (319), Real Estate Loans (288), Child Care Service (275), Landscape Contractors (272), Accountants (209), Manicuring (193), Barbers (182), Tax Return Prepartation & Filing (177), Veterinarians (159), Cleaners (138), Loans (127), Hotels & Motels (126), Building Contractors (117), Credit Unions (117), Check Cashing Service (111), Clinics (111), Florists-Retail (106), Non-Profit Organizations (93), Employment Agencies & Opportunities (92), Financial Advisory Services (92), Optical Goods-Retail (86), Cosmetics & Perfumes-Retail (82), and Insurance-Automobile (76).

Presented By:

DM

AE

thni

city

Geo

/DM

edia

Multicultural Environmental Survey

Black

Hispanic

White& Other

B2B


Marketing StrategiesGo To Market Strategies

Direct 2 Door (Program) Solo Hanger

Direct 2 Door (Program) Package Goods Sampling

Direct 2 Door (Program) Co-Ops FSI

FSI Directed to Market Circulation ( Spanish Papers)

Data Driven (Segmented) Mailer Coupon Program

Cross Channel Promotional Program (Direct with Grassroots)

}Educational vs. Solicitation Marketing Strategies

Multichannel Selection

‣ 2 weeks before the event (mapped area).

‣ Collect Data at the event.

‣ 1 week after the event (Mailer with offer)

‣ 1 week after the event (E-Mailer with offer)

Why The Selection ?

1.) Product connected with 1st and 2nd generation.2.) Tied promotion to local celebration and retail location.3.) Through data analytics location has a 56% HH community within 3 miles of event / retail center.4.) Local budget levels required a aggressive program with real-time verification of traffic.


Where To Test?SMALLER MARKETS - HIGHER GROWTH LARGER MARKETS - HIGHER GROWTH

SMALLER MARKETS - LOWER GROWTH LARGER MARKETS - LOWER GROWTH

LOW

RAT

ED M

AR

KET

SH

IGH

ER R

ATED

MA

RK

ETS

+40%

+70%

+90%

+110%

+130%

+30%

+10%

+0%

◊ DETROIT

◊ AMARILLO◊ COLORADO SPRINGS

◊ SANTA BARBARA

◊ CORPUS CHRISTI

◊ LAREDO

◊ YAKIMA ◊ YUMA◊ HARTFORD ◊ TUCSON

◊ MONTEREY

❺ MARKETS TO MONITOR ❶ CORE MONITOR

❷ GROWTH❸ FUTURE GROWTH

❹ BASIC SUPPORT

◊ WACO◊ MILWAUKEE

◊ KANSAS CITY

◊ OKLAHOMA CITY

◊ MINNEAPOLIS

◊ PALM SPRINGS

◊ BAKERSFIELD

◊ SEATTLE

◊ PORTLAND

◊ SALT LAKE CITY

◊ W.PALM BEACH

◊ RALEIGH-DURHAM

◊ FT. MYERS◊ CHARLOTTE

◊ BOSTON ◊ FRESNO

◊ HARLINGEN

◊ SAN DIEGO ◊ ALBUQUERQUE

◊ EL PASO

◊ SAN ANTONIO ◊ SAN FRANCISCO

◊ MIAMI

◊ CHICAGO

◊ LOS ANGELES◊ NEW YORK

◊ ATLANTA

◊ ORLANDO

◊ LOS VEGAS

◊ TAMPA

◊ PHOENIX

◊ DALLAS

◊ HOUSTON◊ SACRAMENTO

◊ DENVER

◊ AUSTIN

◊ PHILADELPHIA

Distribution Methods


Diez Mistakes to Avoid1. Don’t launch a product or campaign in any multicultural market without doing research

10. Don’t assume you know what “good” Hispanic marketing is - unless you are the targeted segment!

2. Don’t enter the Hispanic market without making a long-term commitment.

3. Don’t forget to get your message out - loud and clear!

4. Don’t dilute your brand - it’s all you’ve got.

5. Don’t forget to educate your senior management.

6. Don’t assume that any multicultural project can be accomplished for less.

7. Don’t treat the Hispanic market as if it were a “quota” to be reached.

8. Don’t rely on your Hispanic-surname employees to do your translations.

9. Don’t make assumptions about any multicultural market - consult a marketing professional.


Special “THANK YOU”To All The Companies and Agencies That Contributed There

Data and Resource To This Presentation

Have “Preguntas”?

The presentation you just reviewed can be customized to your industry, product and services.

At NO COST to your company and presented in Person, Skype or iChat .

Just connect with me at (678) 517-3333 or [email protected], I will personally develop a detail

presentation for you.

www.rgomezjr.me I www.directnoticia.info I www.linkedin.com/in/rgomezjr I twitter.com/rgomezjr I http://facebook.com/pages/rgomezjrme/186109219703

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