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Viewpoint -- A
Powerful Latino Market Cannot Be Ignored |
Almost 7% of the nation's 23
million firms are Latino-owned -- the largest percentage of any
minority group.
By Esther Novak, CEO, VanguardComm Sept. 22, 2008
Latinos' commercial influence continues to grow as well. Almost 7%
of the nation's 23 million firms are Latino-owned -- the largest
percentage of any minority group -- with growth three times the
national average for all businesses. These companies are spending
in excess of $200 billion annually on procuring goods and services.
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Value Vs.
Vehicle: More Than ‘Spanish-Language’ Vehicles |
Age, gender, language, origin,
generation, location…. Confused yet?
The Hispanic audience paints a very complicated scenario. Yes,
these details are all important. However, there is more to
understanding today’s Hispanic than meets the eye, and there’s
more to brand engagement than demographics. And no, it’s not
simply the venue or good copy.
Marketers wishing to engage the ever-growing Hispanic market need
a deep understanding of Hispanic values, more so than the channels
to reach them. Marketers already know how to reach the audience.
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