1. The Latino Market Focus MIDLANDS LATINO COMMUNITY DEVELOPMENT CORPORATION

2. Introduction

Latinos are the fastest growing ethnicity in America.

The buying power of Latinos is approaching $1 trillion.

The millions of Latinos living in the United States have become a powerful influence on the Consumer.

3. Overview

Part of the Midlands Latino Community Development Corporations mission isto connect Latino entrepreneurs and individuals with different opportunities within the community; however, in order to reach part of this goal, it is necessary to help build a bridge between communities for better understanding of needs and stronger leadership.

4. General Cultural Understanding

It is necessary to market your productin the Latino terms. Hence, you have to understand the Individuals values, roots, perceptions of the world, and beliefs.

Cultural marketing in the Latino community has to be honestand authentic, because the approach is more about a relationship building.

As with any culture you need to speak to the Latino customer in their own language.

Advertising influences culture, and culture influences advertising.

5. Latino Cultural Understanding

Havingmulticultural& Bilingual staff members may provide a big impact for your business.

Let your Latino Clients to talk to a real person. Remember that in manycountries people do not use automated telephone services.

Work on your Hispanic tarea . Learn about culture, idiosyncrasies, issues, concerns, news. It will be easier to build trustwith someone that you know something about.

Show them you are there,you care about them . Show your business is made to help them and their family.

6. Latino Cultural Understanding

You will delight a Hispanic customer when you treat them as a friend or an acquaintance.

Do not judge Hispanics by look or accent. Try not to tell them What did you say? I do not understand you.Latinos who are trying to learn English are self-conscious about a heavy accent.

Do not follow stereotypes. For example: Not all Hispanics work in blue-collar jobs. Not all Hispanics are Mexicans.

7. STEREOTYPING LATINOS 8. Latinos are Dark 9. All Latinos are Indigenous 10. Latinos Menu 11. Latinos are Low Skilled Workers Senator Mel Martinez (Florida) Supreme Court Justice, Sonia Sotomayor Mexican Consulate Jorge Ernesto Espejel 12. Other Stereotypes

Latinos = Loud

Latinos = Obnoxious Colors

Latinos = Mexican, Puerto Rican, or Cuban.

Latinos = Undocumented.

Latinos = Dont Speak English.

Latinos = A bunch of family members in one household.