Cambridge Business Association
Hispanic Marketing Grows Up
Book

Hispanic Marketing Grows Up

Exploring Perceptions and Facing Realities

Juan Faura
Paramount Market Publishing, 2006
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7

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Recommendation

Attorney, author and advertising executive Juan Faura spent 25 years studying the dynamics of U.S. Hispanic culture. His hands-on research included months of road trips to meet thousands of people, individually or in groups, in Latin communities from Boston to San Diego. He uses that experience to create composite portraits of U.S. Hispanics, and to contradict or sometimes support long-held marketing stereotypes about this $600-billion annual market. getAbstract recommends his warm, chatty advice to advertisers and marketers who want to reach this large, diverse and still expanding audience. Join his picaresque travels through the land of America’s Hispanic consumers to find out what they really want and how you can sell it to them.

Summary

Composite Portraits of American Hispanic Consumers

As a marketer, imagine the sales potential of reaching the United States’ Hispanic market with your product or message. This is a hard ambition to realize because the community is tremendously diverse in every way. Start with national origin, political beliefs and local customs, and keep going. To reap a tremendous payoff in effective targeted marketing, try to understand the people in the various subgroups that compose the U.S. Hispanic community. This market is nationwide, not just in California, Florida and New York. Hispanic people who have settled in the U.S. come from all over the Latin world. Mexicans make up the largest group of U.S. Hispanics, while Cubans are the wealthiest per capita.

Although no single image could possibly capture the growing U.S. Hispanic community, a few composite portraits based on thousands of interviews illustrate the kinds of customers this population group offers American businesses. For instance, take one initial composite, a South American man of Castilian origins whose ancestors came to the New World perhaps 100 or more years ago. The family members became anglicized, changed ...

About the Author

Attorney John Faura, who began his career as a construction worker, owns an advertising agency, Cultura, which helps companies sell products in the U.S. Hispanic market. He wrote the bestseller The Whole Enchilada: Hispanic Marketing 101.

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