Grow your business through diverse markets. By Mariel Fiori, MBA Managing Editor, La Voz magazine

Transcription

1 Grow your business through diverse markets By Mariel Fiori, MBA Managing Editor, La Voz magazine

2 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? Agenda

3 About me, Mariel Fiori

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8 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. My driving principle

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10 A demographic imperative Source:

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

12 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 New York State

13 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 Latino-owned businesses had sales and receipts of $18.2 billion and employed 86,329 people in 2007 Source: Immigration Policy Center Economic impact

14 125,225 Hispanics or Latino 15% of total population 56% population increase since ,927 speak Spanish at home in Dutchess, Ulster and Orange counties Source: US Census Population estimates, July 1, 2015 Latinos in the MHV

15 Comparison of Population increase in the Mid-Hudson Valley, 2000 to % 7% Hispanics General Population

16 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 But wait a minute, what is Latino?

17 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 Here to stay

18 How is your company or organization capitalizing on the largest demographic shift since the baby boom? A question for you

19 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 I

20 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 Keys for success II

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22 lavoz.bard.edu

23 lavoz.bard.edu/archivo

24 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! Some recent featured stories

25 La Voz Community involvement

26 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 La Voz advertisers and sponsors in 2016 Download Media Kit: lavoz.bard.edu/publicidad

27 Ask me about sponsorship opportunities!

28 Questions or Comments? Would you like to Share Your Experiences Connecting with the Latino Market? Preguntas?

29 Mariel Fiori, MBA Contact