–Research and keep abreast of the market by reading current literature on demographic trends and changes (e.g., Reports from the Census Bureau, Hispanic Business, Hispanic Magazine,).
–Designate or hire company spokespersons that are fluent in Spanish. If the company uses someone who is not fluent or someone who can just get by, the company image will suffer.
–Arrange for presentations for delivery in Spanish by a senior company manager.
–Develop and design marketing campaigns specifically for the Hispanic market, versus adapting or translating modalities that have been developed for the general English-speaking market.
–Develop the infrastructure necessary to address the market–include senior Hispanic staff and managers, Hispanic market strategists, bilingual staff to communicate with the client, access to a professional translation team, and access to external resources for recommendations on the social and cultural needs of the market.
