Hispanic Customers Can Ease Slowdown

As the U.S. economy enters a period of slower growth and the risk of recession rises, the state’s business owners must prepare for the resulting impact on the bottom line. The natural tendency is to spend less, especially on marketing, when sales begin to decline. Spending less on marketing efforts, precisely when obtaining new customers becomes tougher, only exacerbates a worsening situation. Instead, take the opportunity to invest in reaching a new market that may have been previously overlooked: Hispanics in New Jersey.

Hispanics in our state control more than $33 billion in purchasing power, an increase of 265 percent since 1990, according to the Selig Center for Economic Growth. Despite the size of the market, only a small percentage of businesses have an established budget for Hispanic marketing efforts. While many Hispanics respond to general market advertising, more than half—including those who are bilingual—will respond more positively to marketing materials in Spanish or culturally attuned to them. Consider the following guidelines when marketing to Hispanics:”*

*From: http://www.njbiz.com
Traducido: usando Google o Altavista/Babel Fish

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