Boston does Hispanic

The Ad Club in Boston hosts its first ever conference on Hispanic marketing next week (In an effort for open disclosure -- since I purposely avoid being self-serving in my blog -- I am a panelist).

The reason I do mention this event is because it is significant that a large market like Boston, with numerous national companies calling the area home ... not to mention that it's home to many large general market agencies ... has taken this long to put on a credible program on the subject. If you are in the area, I would invite you to come.

Mas on Hispanic social web sites

I've written a few times on the growth of the sites seeking to be the Myspace for Hispanics (not to mention MySpace's efforts in this area). Now comes news on CNN about ElHood.com.

Can you blame them? According to the article 67 percent of Hispanic 18- to 27-year-olds -- the ones likely to visit these sites -- are online, according to the Pew Internet and American Life Project. This is significant as Hispanics are about 10 years on average younger than the general population, according to the U.S. Census.

New business book outlines keys to Hispanic market

I read this review on USA Today of a new book by José Cancela called The Power of Business en Español. In the book, he breaks down the 7 keys to reaching the Hispanic market, according to the review.

1 .Hispanics all use the same dictionary.
2.Hispanics are everywhere.
3.Hispanics love the USA. They come to this country, Cancela says, for the same reason the Founding Fathers did: to build a better life and put down roots.
4. Hispanics vote.
5. Hispanics have strong family values.
6. Hispanics want to be courted in the language most comfortable to them.
7. Hispanics have real buying power. In three years, the buying power of Hispanics in the USA is expected to hit $1 trillion, up from close to $700 billion today.

In addition the review mentions that Cancela is "promising royalties" from the book to a micro-lending organization in New York that aids women in Latin America.