Hispanic Marketing Essentials

Presenter: Blaire Borthayre
Broadcast on Thursday, November 16, 2006
Duration: 90 minutes
Cost: $129

The Hispanic population surge in the United States has created both great potential and growing pains for many businesses. The economic potential is obvious for those who can effectively reach and serve a market consisting of over forty two million people. The growing pains have been felt by companies caught off guard by triple digit growth in some areas. The hurdles of unfamiliar cultural norms and a language barrier make it difficult to tap into this large consumer demographic.

Thus in spite of good intentions of businesses and willing Hispanic buyers, this market remains underserved in many places. Lack of Spanish speaking employees, confusion about the correct venues for advertising and poor translations for media campaigns are the most frequently cited reasons.

Targeting the Hispanic market often brings new cultural and legal challenges to your business. But the payoff for getting it right is quite lucrative... the operative phrase being “getting it right.”

This virtual seminar will demystify the process and help you to avoid pitfalls that many companies encounter as they reach out to serve Hispanics.

You Will Learn

Demographics: Are you being misled by statistics?
One size does not fit all: The Four Hispanic market segments
Cultural behaviors: How to lose the sale or gain a customer for life
Recruiting Hispanics: Value-driven and non-traditional methods
Public relations vs. Publicity: Building relationships in the Hispanic community
Translations: Get it done right the first time
Ideas and action plans to fit any size company or budget

Who Should Attend

This seminar covers a holistic approach that includes operations, marketing and human resources… so invite the whole team!

About The Presenter

Blaire Borthayre , CEO of Hispanic Marketing Resources, is a second generation Mexican American who specializes in training companies about Hispanic marketing and recruitment. Blaire has written four Hispanic marketing books, the most recent is titled Recruiting Hispanics: How to be successful in hiring Spanish speakers. She has also volunteered for the past fifteen years as an advocate, interpreter and ESL instructor for Hispanic immigrants.

What Participants Said

Of the participants who evaluated this seminar, 91% would recommend it to a colleague. Some of their comments:

"Even though this seems focused on sales, I think our Operations and Customer Service group will benefit. It is a bit long but worth listening to."

"Great intro to thinking about marketing to Hispanics, the need for a holistic approach, the media that appeal to them and how to use each to best advantage."

"Listen and learn from Blaire."