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Consultants Urge Hispanic Marketing Sensitivity
Palm Beach Post - December 22, 2003
With the holiday shopping season in full swing, retailers shouldn't forget a key segment of the population: Hispanics.
"When companies make the effort to go the extra mile, it really pays off," said Liz Elting, Chief Executive Officer of TransPerfect Translations, a New York-based company that translates documents and offers cultural consulting services.
Hispanics are expected to become Palm Beach County's largest ethnic group by 2025. They have different traditions and recognizing those differences is important in the business, Elting said.
Here are a few tips for merchants:
- Produce marketing and sales materials in Spanish as well as English. It's a sign of respect.
- Marketing should focus on the importance of gift-giving. Hispanics concentrate on the birth of Christ and the gift-bearing three kings rather than Santa Claus and a Christmas tree.
- Don't use snow-covered cards and sleds because they aren't part of the holiday lore. Remember, it's hot in Argentina in December.
-- Paul Owers
About TransPerfect
TransPerfect is a diversified family of companies providing a full array of international communication services in 22 offices worldwide, including document management, translation, and staffing solutions. TransPerfect is ISO 9001:2000 certified which means it has implemented the most rigorous quality assurance process, according to criteria set forth by the International Organization for Standardization. The wide range of services it provides includes imaging, reprographic services, electronic data discovery, multilingual OCR, electronic labeling, coding, on-site imaging and copying, as well as staffing, and a full suite of translation and interpretation solutions. Headquarters are in New York City.
