Grow your business through diverse markets · The Hispanic Market Imperative Source: Nielsen The State of the Hispanic Consumer . New York State •Hispanic Population 3,497,000 •Percent

Grow your business

through diverse

markets By Mariel Fiori, MBA

Managing Editor, La Voz magazine

Agenda

• About Mariel Fiori

• Latinos in the Hudson Valley

• A demographic imperative

• But wait a minute: what is Latino?

• Latinos as consumers

• La Voz magazine

• ¿Preguntas?

About me, Mariel Fiori

My driving principle

• We need to use whatever tools we possess (be it

education, network, time, or money) to help improve

the part of the world where we live. In my case, I do it

through my passion for communications.

A demographic imperative Source: http://latinobrandingpower.com/wp-content/uploads/2015/05/LBPInfographic_Update2015.jpg

The Hispanic Market Imperative Source: Nielsen The State of the Hispanic Consumer

New York State

• Hispanic Population 3,497,000

• Percent of State Population 18%

• Native-born Hispanics 62%

• Language other than English spoken at home 79%

• as Percent of All K-12 Students 22%

• Hispanic births 24%

• Median age 30 years old (the youngest group)

Source: Pew Hispanic Center. Demographic Profile of Hispanics in New York, 2011

Economic impact

• New York’s immigrants are responsible for $229 billion in economic output.

• The 2012 purchasing power of New York’s Latinos totaled $85.2 billion—an increase of 258% since 1990.

• Latino-owned businesses had sales and receipts of $18.2 billion and employed 86,329 people in 2007

Source: Immigration Policy Center

Latinos in the MHV

• 125,225 Hispanics or Latino

• 15% of total population

• 56% population increase since 2000

• 98,927 speak Spanish at home in Dutchess, Ulster and

Orange counties

Source: US Census Population estimates, July 1, 2015

Comparison of Population increase in the

Mid-Hudson Valley, 2000 to 2010

56%

7%

Hispanics General Population

But wait a minute,

what is Latino?

• Of Latin American or Spanish descent

• Self-identified

• Hispanic or Latino are used interchangeably and most

Hispanics/Latinos don’t mind

• BUT most prefer to identify with a country of origin, not

with the abstract Hispanic/Latino

• Spanish language tends to be maintained through

generations

Here to stay

“Latinos are a fundamental component to business success,

and not a passing niche on the sidelines. Rapid Latino

population growth will persist, even if immigration is

completely halted. Latinos have amassed significant buying

power, despite perceptions to the contrary. Hispanics are the

largest immigrant group to exhibit significant culture

sustainability and are not disappearing into the American

melting pot”.

-Nielsen Report, State of the Hispanic Consumer: The

Hispanic Market Imperative

A question for you

• How is your company or organization capitalizing on the

largest demographic shift since the baby boom?

Keys for success I

• Understand the role of language and culture among

Latino target consumers

• Hispanic culture in the U.S. is enduring and sustainable

• Language influences likeability and recall

Fish where the fish are

Keys for success II

• Relationship building is essential

• Authentic copy (no automatic translations)

• Consistent customer experience ( i.e. hire bilingual staff)

• Fish where the fish are / find your connectors

• Devote resources to identify and define Hispanic market

opportunities

• Be patient

lavoz.bard.edu

lavoz.bard.edu/archivo

Some recent

featured stories

• The rise of heroin addiction in the Hudson Valley

• Yes, we talk about it: Latinos and preparation for death

• Scholarships for college for Hispanic students

• Language exchanges in the Hudson Valley

• The Political Voice of Those Who Can’t Vote

• Children from the border in the Hudson Valley

• Nicole Williams, Superintendent Schools, Poughkeepsie

• Emergency preparedness

• Solar Energy, and so much more!

La Voz Community involvement

La Voz advertisers and

sponsors in 2016

• Bard College

• Cappa Podiatry

• Color Page

• Dutchess Community College

• HVFCU

• Lasuper Latina

• M&T Bank

• Manpower

• Poughkeepsie Senior Village

• Regional Economic Community

Action

• Rondout Savings Bank

• RUPCO

• R-volución

• The Institute for Family Health

• The Lightbulb Project

• Tibaire Araujo, psicóloga

• Ulster Savings Bank

• United Health Care

• Village Green Realty, Joanne

García Galluscio

• YWCA Orange County

Download Media Kit: lavoz.bard.edu/publicidad

Ask me about sponsorship opportunities!

¿Preguntas?

• Questions or Comments?

• Would you like to Share Your Experiences Connecting

with the Latino Market?

Contact

Mariel Fiori, MBA

[email protected]