Like any group, Hispanics in a community typically become reconfigured into distinct market segments—small-business owners, professionals, agribusiness, and so on—with all 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 heaviest concentrations of Hispanic communities, but Latinos are changing look, sound and feel of more and more cities across 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 Rodríguez, writing in Hispanics Online: “In 1996, 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, What 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 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 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 term Hispanic.”

There, does that straighten picture on 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 López Negrete, President/CEO, López Negrete Communications.

9. “The Hispanic Population in 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 Peach State,” Yolanda Rodríguez, 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

Tip: Don't expect non-paid publicity to replace your paid advertising. Instead, use publicity to supplement your advertising. You control where and when your advertising appears - and what it says. But you cannot control where or when you get publicity ...or how effective it is.

4. Implement a System to Promote Customer Referrals

Referrals from customers are easier to sell than cold prospects. And they don't cost you anything. Unfortunately, most customers don't volunteer referrals. You have to ask for them.

A simple, passive way to ask for referrals is to use a brief customer survey. Send it to customers by postal mail, email, or post it on your web site. The survey I use only asks 3 questions:

1) What did you like best about our (product or service)?

2) What can we do to improve value of our (product or service) for you?

3) Who else do you know that wants to (state benefit provided by your product or service)?

The first 2 questions focus your customer's attention on benefits they got from you. Customers will be more likely to provide referrals at 3rd question when you have them thinking about value of those benefits.

Tip: Pay attention to answers you get to first question. It often generates a response you can use as a testimonial (with your customer's permission).

More sales and more profit. If that's what you want from your business, start by following these 4 simple tips. They produce results quickly ...and don't require much of your time or money.

Bob Leduc spent 20 years helping businesses like yours find new customers and increase sales. He just released a New Edition of his manual, How To Build Your Small Business Fast With Simple Postcards ...and launched *BizTips from Bob*, a newsletter to help small businesses grow and prosper. You'll find his low-cost marketing methods at: http://BobLeduc.com or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV