New Latino PR Book Released
From a press release found on PR Leap; if anyone's read it please leave your comments:
Five Basic Steps to Reach Largest Minority in U.S.
(PRLEAP.COM) Marketing priorities have shifted across America following
the U.S. 2000 Census. More than ever, marketing experts have become
aware that it is necessary to understand and take special steps to make
an impression on minorities and influence their behavior effectively.
This is especially true with Latino audiences, whose combined buying
power is projected to reach $1 trillion by 2008.
For years Hispanic marketers have relied on language proficiency to
determine their marketing strategies. English language materials are
often translated to Spanish as the sole means to reach the growing
Hispanic population in the U.S. Extensive research and years of
practical applications indicate reaching U.S. Latinos effectively
requires much more than translations.
Many experts agree that cultural understanding and market segmenting
are essential marketing tools. Hispanics are diverse and from many
backgrounds, races, countries of origin, political and religious
beliefs. Latino subgroups have spread across the nation and expanded
their spheres of influence in countless areas. Following are five steps
marketers, communicators, entrepreneurs, business owners and anyone
else wishing to tap into this increasingly profitable market can take
to improve the impact of their outreach campaign:
1. Acknowledge the diversity of the U.S. Latino markets
2. Identify which segment(s) of the market you wish to reach (for example, first, second, third generation)
3. Determine the characteristics of the targeted segment (such as age, area of residence, income level, language fluency)
4. Collaborate with market experts to identify specific strategies and tactics
5. Formulate in-language and in-culture marketing and communication strategies specific to the targeted segment
This information was drawn from Hispanic Marketing & Public
Relations Understanding and Targeting America’s Largest Minority
(Poyeen Publishing, $49.95). To learn more about reaching U.S. Latinos
effectively, visit www.hispanicmpr.com . For review copy requests, email publisher@poyeen.com
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