• Sell Hispanic Americans more of the kinds of products and services they want by discovering how and on what, they spend their money.
• More successfully relate to Hispanic Americans by understanding their values, attitudes, and concerns.
• Create effective messages and deliver your messages through media that will reach Hispanic Americans by discovering the most effective media to reach them and the type of information that will best appeal to them.
• Market effectively to Hispanic Americans as a whole and to smaller niches by discovering differences by gender and age.
• Discover even more ways to improve your marketing by determining addition characteristics of Hispanic Americans.

This target market has confused even the big companies. For example, a beverage company missed much of the Hispanic market when it tied its product to soccer assuming that all Hispanics play soccer. Too late, it learned that Hispanics from the Caribbean prefer baseball.

This target market is growing rapidly. Hispanic Americans are the fastest growing minority group in the USA. By 2030, there will be 16 million Hispanic Americans between the ages five and 18. They will comprise a quarter of all students.

The sheer size of this target market earns marketers' attention. In fact, in a recent (Oct.-Nov. 2007) survey of the nation's top marketers, 86 percent ranked Hispanic Americans an important demographic segment. As a small business owner, you need to understand how this target market differs from other Caucasians and by nationality. You can't approach Hispanic Americans like Caucasians or even as one homogeneous group.

Hispanic Americans are not all alike and can not all be reached by the same marketing messages. They differ primarily by age and national origin. If you are to ...

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