5 posts categorized "Buying Power"

Reach Latinos through 'the culture,' speaker urges business leaders

March 22, 2011
By Ron Cammel

The growing Latino market is diverse and cannot be reached by clichéd sales pitches, Juan Tornoe told hundreds gathered for the West Michigan Hispanic Chamber of Commerce awards ceremony Monday at the JW Marriott.

But that did not stop him from having some fun with stereotypes.

In Grand Rapids Tornoe, a national business consultant and blogger of Hispanic Trending, summed up the growth in the U.S. Hispanic population quite simply: Salsa now outsells ketchup.

But he was serious about businesses reaching the estimated 47 million Latinos in the United States, or 16 percent of the population, whose buying power has grown much faster than the non-Hispanic population’s.

How does a business connect?

“It’s the culture, stupid!” he said.

“Hispanic people overwhelmingly say they want to preserve their families’ culture,” Tornoe said. “If you speak to the heart of the Latino community, it goes a long way.”

He said Latinos value social harmony, social flexibility and social speed — they tend to become friendly faster. It’s important for sales people to spend a little more time on the small talk and getting to know a person in the Hispanic community before talking business, he said.

And family comes first, he said. Hispanic women are a growing force in Hispanic-owned businesses, not for the wealth, but to look out for the interests of their families, he said.

Don’t assume Hispanics want to be spoken to in Spanish, he said. The large majority of Hispanics who use the Internet regularly, for example, use English sites.

If you want to joke around with “Spanglish,” be careful, he cautioned. Some advertisements have turned off the Hispanic community. Regular English-to-Spanish translations are difficult enough: A T-shirt hawked after the pope’s visit to Miami read in Spanish, “I saw the potato.”

Tornoe said businesses reaching out to Hispanics need to remember the broad range of income, education and social levels, while recognizing some common cultural characteristics.

But in any case, the Hispanic market is here to stay, he said. “It’s not a matter of when you reach them. You will. It’s a matter of understanding them.”

Source: MLive.com

Imported appetites: Rancho Mendoza's rise highlights growing demand for Mexican-style foods

July 18, 2010
By Martin Espinoza


Even in a sour economy, there are opportunities for Latino markets, said Juan Tornoe, chief marketing officer of Cultural Strategies, an Austin, Texas-based firm that specializes in the growing Latino market.

"The advantage a grocery store has is that we have to eat," he said. "You'll begin to cut a whole bunch of other stuff before you start cutting food. That's an opportunity and an advantage."

Tornoe said Latino markets also are starting to see competition from mainstream giants such as Safeway and Wal-Mart. At the same time, they are beginning to attract more non-Latino customers, he said.

Read the entire article at THE PRESS DEMOCRAT

In This Decade, Every Room Is A Screening Room : NPR

Consultant Juan Tornoe, who studies the Latino market in the U.S., doesn't see his phone as a screen, but as a "window to the world." He says cell phone usage is huge among Latinos — and their user habits are sophisticated.

"You're not only connected to friends and family, you get access to information," he says. "You get to send and receive e-mail. You get to participate in social media, listen to music, you name it."

Tornoe's window to the world is wide open, and that really appeals to Poniewozik. He says that 10 years ago, he'd write an article and have no idea what readers thought of it. No more.

via NPR's Morning Edition

Had the opportunity to chat with NPR's Elizabeth Blair a few days ago :-)

Hispanic Households and Consumer Durables 1998 - 2005

Today I received a press release from the Census Bureau with the header, "Homes with Cell Phones Nearly Double in First Half of Decade." You can thank them for sending me down this rabbit trail... "Inquiring minds wanted to know" not only how HH cell phone ownership trended through time for Latinos, but hey, I could also find out how the % of ownership of other interesting (at least for me) consumer durables varied in recent times in Hispanic HHs, AND how they compared with the Jones' (non-Hispanic white HHs, that is). So after downloading a whole bunch of reports from the Census' site and playing around with the information for a while I came with some interesting graphs, which in the spirit of Thanksgiving (as in thanks for Juan's OCD), I want to share with you. You can download an excel file with all the raw data by clicking here. The numbers are quite revealing in regard to certain cultural nuances present within each of the groups, don't you think?

Cell phone

Juan's Again on CNN: Latino Immigrants and the Current Economic Crisis

I'm very happy to share with you my most recent post on CNN's Anderson Cooper 360 Blog: http://ac360.blogs.cnn.com/2008/12/02/latino-immigrants-and-the-current-economic-crisis/

Please visit the site, read the post, comment, and if it made you think, I'd greatly appreciate if you could share it with your friends and coworkers.

Un abrazo,


Latinos Economic Crisit