2010 census marketing by rgomezjr

multicultural information, news and cool insights
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DIRECTNOTICIA
Can 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
ROBERTO GOMEZ
CONNECT@RGOMEZJR.ME
Atlanta, Georgia
OFFICE678.453.6015 MOBILE678.517.3333
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.

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 the
United 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 diversiﬁed
What 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 Growth
50,000,000

2010 Top Hispanic Markets
2 4 6 8
8MM
5MM
2MM
2MM
2MM
2MM
2MM
2MM
1MM
1MM
Los Angeles
New York
Houston
Chicago
Miami
Dallas
San Francisco
Phoenix
San Antonio
Harlingen
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
Charlotte
Atlanta
Ft. Myers
Orlando
Raleigh-Durham
Las Vegas
Tampa
W.Palm Beach
Washington DC
Salt 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
Mexico
63%
Central America
12%
South America
8%
Carribean
4%
African & Others
4%
Europe & Canada
4%
Middle East
1%
All Other
3%
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 - ‘07
March ‘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 Culture
Asian 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 Race
20%
Non-Hispanic Black
12%
Non-Hispanic Asian & Paciﬁc Islander
20%
Hispanic
47%
Hispanics & Asians together
comprise 15% of HH, but
contribute 67% of the
increase in consumer
spending
Non-Hispanic White & Other Race
2.4
Non-Hispanic Black
2.6Non-Hispanic Asian & Paciﬁc Islander
2.9
Hispanic
3.3
Aggregate HH Size

Lifetime $pend By Culture
Hispanic 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 Income
Hispanic 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 Income
STATE 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 Categories
Hispanics 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.
Important 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.

✓ Americanizado
English Dominant (nearly no Spanish)
Born in U.S 3rd Generation
Few Hispanic Cultural Practices
Americanizado
16%
Nueva Latina
27%
Bi-Cultural
25%
Hispano
17%
LatinoAmericana
15%
Spanish Dominant (nearly no English)
Recent immigrant as a adult (less than 10 years)
Primarily Hispanic Cultural Practices
Identify with home country more so than U.S
Hispanic
✓ Latinoamericana
English Preferred (Some Spanish)
Born in U.S 2nd Generation
Some Hispanic Cultural Practices (Retro-Acculturate)
✓ Nueva Latina
Bi-Lingual (equal or nearly)
Immigrant as a child or young adult
Many Hispanic Cultural Practices
✓ Bi-Cultural
Spanish Preferred (some English)
Immigrant as a adult in the U.S 10+ years
Predominant Hispanic Cultural Practices
✓ Hispano
Source: Geoscape, American Marketscape Datastream Executive Summary, 2011 - www.geoscape.com

Product $pend By Segment
✓ Americanizado
English Dominant (nearly no Spanish)
Born in U.S 3rd Generation
Few Hispanic Cultural Practices
Spanish Dominant (nearly no English)
Recent immigrant as a adult (less than 10 years)
Primarily Hispanic Cultural Practices
Identify with home country more so than U.S Hispanic
✓ Latinoamericana
English Preferred (Some Spanish)
Born in U.S 2nd Generation
Some Hispanic Cultural Practices (Retro-Acculturate)
✓ Nueva Latina
}
Shampoo
Fast Food
Gum - B.Water
Suave - Nissan - SouthWest AL
McDonalds
Dentyne - Aquaﬁna
} Toothbrushes
Conditioners
Fast Food
Colgate - Toyota - American AL
Pantene Pro-V
McDonalds
}
Bread - Rice
Canned Tuna
Toothpaste
Bimbo - Ford - American AL
Chicken of the Sea
Colgate

The Role of Language
English Dependent
22%
Bi-Lingual English Preferred
27%
Bi-Lingual English & Spanish
13%
Bi-Lingual Spanish Preferred
18%
Spanish Dependant
20%
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.
Important 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

What 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: 37
Household Income: $50K+
Children: Yes: Maria 6 and Roberto 5
Age: 46
Household 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.
}

Where To Market Online?
HISPANICMAINSTREAMMEDIA
HISPANICTRADITIONALMEDIA

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 Strategies
Direct 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 Strategies
Segmentation 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. #1
San Antonio, TX 78230
Phone: 210-690-1878
Fax: 210-690-3595
Population: 1,202,000
Race White & Other Black Hispanic Total HH
Percentage 34.5% 6.8% 58.7% 405,000
Number 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 $44M
Median/Age 221M (18-45) 371M (46-65) Avg. Median Age 32
Total Black Hispanic White
Number of Licensed Television Stations 34 0 6 28
Number Of Licensed Radio Stations 40 2 9 29
Total Businesses 60,271
Churches (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:
DMAEthnicityGeo/DMedia
Multicultural Environmental Survey
Black
Hispanic
White
& Other
B2B

Marketing Strategies
Go 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
LOWRATEDMARKETS
HIGHERRATEDMARKETS
+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◊ NEWYORK
◊ ATLANTA
◊ ORLANDO
◊ LOSVEGAS
◊ TAMPA
◊ PHOENIX
◊ DALLAS
◊ HOUSTON
◊ SACRAMENTO
◊ DENVER
◊ AUSTIN
◊ PHILADELPHIA

Distribution Methods

Diez Mistakes to Avoid
1. 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 connect@rgomez.me, 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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