Marketing to Hispanics in region? ¡Es necesario! - Seattle, Washington

“The Everett Cost Cutter is one of a growing number of local businesses that are starting to reach out to a Hispanic clientele. Though much of the rest of the country has already targeted Hispanics — with wireless phone companies often leading the way — the Puget Sound market is only belatedly heading in this direction.

“Seattle is very behind,” said Lauri Jordana, principal of Seattle-based Hispanic marketing firm Conexion Marketing.

Roy Larson, who has produced “The Larson Northwest Hispanic Market Report” for 18 years, said widespread awareness of the Hispanic market is a recent phenomenon. Until the 2000 Census showed the U.S. Hispanic population had grown by 58 percent — or 13 million people — over the previous decade, Larson said, only 50 of the Fortune 500 companies had made an effort to go after the Hispanic market. Now they all do.”

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