company. Here’s why:

	The Latino market is young.
	The Latino market resides in larger family groups – households are more likely to be comprised of couples with children under age 18, and they often include extended families with three wage earners.
	Latinos’ larger families with young children mean Latinos purchase more household goods – Latinos will drive nearly one-third of the growth in food sales through 2005.
	85% of Latinos are willing to pay more for quality and prefer to buy a more expensive but trusted brand rather than a less expensive but unfamiliar brand.
	94% of Latinos are likely to buy a brand that provides the best customer service.

For more market statistics, please call Latino Family at 310-349-8188, ext. 105.

Latino Family Media helps our clients identify and recognize regionality and diversity

It’s a tremendous mistake to consider the U.S. Latino market one market, and it’s a mistake made by most companies as they scramble to reach out to this important segment of the U.S. market quickly, often taking “short cuts” to talk to all U.S. Latinos as if they are the same.

More importantly, it’s a mistake to produce a “national” campaign that doesn’t address regional and cultural differences. For example, family size, education and income levels differ greatly from market to market. In markets that are primarily Mexican, such as Southern California and Texas, there are high birth rates and large families. In markets such as primarily Cuban Miami there are much lower birth rates and smaller families.

Because many countries have language differences (i.e. three Latin American countries have three different words for beans), it’s important to identify your target Latino audience before beginning your marketing program.

Many companies focus on the “top five” U.S. markets, when emerging Latino markets may provide faster results. Latino Family Media can produce market reports to help you determine the best strategy.

For market research and market reports, call 310-349-8188, ext. 105.

Market Through the Community for the Most Effective Results

Because family and family values are at the forefront of Latinos’ lives, ad campaigns must support parental authority and family unity. Particularly in the Latino community, word-of-mouth plays the most vital role, too, so companies need to carve out an important part of their budgets for grass-roots public relations and community events.

Families can be supported by your company through local festivals and events like Latino Family Media’s Las Madres de Honor, or using a controlled program to support a word-of-mouth campaign through an organized Promotora program.

Spending your entire budget on television and radio without addressing families through the community may create distrust among your potential customers.

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