The Latino Market: A Goldmine at Your Fingertips

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The Latino Market A Goldmine at Your Fingertips
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The melting pot is changing colors. United States
is known as the land of opportunity and millions
of immigrants come to this nation looking to
conquer the American Dream. Not too long ago, the
big news when talking about population was the
announcement that the Latino Community was the
number one minority, with the most rapid growth
and numbers to showcase it. There are an
estimated 55 million Latinos or Hispanics in the
United States, or in other words, we are 17 of
the general population in this country. A
community that to many have said has a long way
to go when it comes to political power, education
rates of college graduates, and average income
all is debatable and the Sleeping Giant as many
still call the Latino community, could soon give
a lot of surprises in all areas. Today I want to
focus your attention not on what it needs to be
done or will happen the Latino Community, but
more importantly, what it is already happening. 
You may be losing the piece of the cake that has
your name on it.
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Recently, I had a meeting with a new client that
was inquiring about one of the many services my
company, Mary Rabago Productions offers.  The
meeting focused more on the topic of translation.
The more I learned during the conversation in
regards to the type of business his company was
about, the more intrigued I became about why they
did not do any marketing that targets the Latino
Community.
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This person kept mentioning that with a presence
in over 20 states in the nation, it is an amazing
growth within the last few years.  Despite this,
they have not seen the need to cater to the
Latino Community.  They made it clear to me that
the translation services for their legal
documents they were requesting from me was
because of a requirement that all those states
had. The more they spoke about the fact that they
did not have the infrastructure to assist
Spanish-speaking customers nor the plans in the
near future to change that or even market to that
portion of the population, the more I saw not
their accomplishments, but the GOLDMINE they were
ignoring.  They were not interested in it, nor
were they banking on it!
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How could you ignore 55 million or so potential
clients? Let me put it to you in other words
pure numbers.  We all understand numbers and
according to experts, the Hispanic purchasing
power in the United States will reach 1.5
Trillion dollars in 2015 and 2 Trillion by 2020.
So I ask you again, how can your company ignore
that fact? Why is it good business to ignore
that possible revenue that your company may be
missing? My friends, I believe not only the
melting pot has more of a brownish color
nowadays, but also the SLEEPING GIANT is shifting
places within the business community. Too many
businesses are missing out on millions of dollars
from the Latino buying power. If you still have
doubts, I will leave you with this one out of
every 10 dollars spent on consumer goods in the
United States are spent by a Hispanic shopper.
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Time to wake up, America.  Stop ignoring this
gold mine at your fingertips.
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