Are You Targeting The Hispanic Market?By: Blas Giffuni

What if I told you that in 2010 would be a potential market with $1 trillion in spending power wouldn't be nice to have a good piece of the pie? Well this is the amount that researches believe the hispanic market will generate by the year mention above.

Nowadays I've been seeing more cross cultural reference in all types of media, like Juan Valdez® serving coffee to Jim Carey, or great comedians giving reference of how the hispanic culture has been changing the American way of life, i.e. Carlos Mencia and John Leguizamo both with hispanic backgrounds. Something bothers me though why editors across the nation still believe that all hispanics are Mexicans or Cubans?

The economical situation from multiple Latin countries has played a very important role in a social-economy revolution, from a real estate boom in Florida, to over qualified personnel in Texas, immigrants today are mostly wealthy, entrepreneurs, and high educated people, this new generation of immigrants are building companies and funding different industries all around.

A major mistake that most companies are doing is to translate a document from english to spanish, remember different cultures are coming to America, but they could be as different as British and Americans, so what a company should do is know what you want to express and then express it the way the hispanic market wants it, there's always been a huge trend in Latin America to buy and trust American products and services but doesn't mean that they use just because says Made In The USA, they use it because all the information that the receive from the advertising and the media.

In conclusion if you want to have a piece of $1 trillion you better research before spending a dime in advertising that will not match your R.O.I projections.