¿Habla Usted Espanol?

Do YOU speak Spanish? According to a recent report from the National Association of Latino Elected and Appointed Officials, nearly 1 of 2 new Americans in 2008 was Latino!

Several years ago, I attended a speech by Newt Gingrich. One point he made was that businesses who do not start formulating a plan now (back in 2004) for marketing to Hispanics were going to be very sorry. My first instinct was to think, "Too bad for those who don't speak English... they should learn." Bad me. Mr. Gingrich had a valid point. These Latios are coming to America, and they are coming in droves.

How does this affect St Joe businesses and residents?

• Businesses need to learn Hispanic culture. You would be surprised what different products they purchase! A huge market waiting to be tapped is knocking on your doors.


• Residents should learn Spanish. Obviously, the Hispanic populace is expanding. Often times there will be only one English speaker in a household of 2 or 3 families. This interpreter will accompany family and friends on "excursions" out of the home. Unfortunately, the English speaker is too many times a child. Any individual who can speak Spanish will be highly desirable in the work force... need I say more?


• Business owners need to hire bilingual individuals. Anyone who works with the public should be able to speak 2 languages. You'll be surprised how your customer base will expand.


• Parents should teach their children at a young age. Studies show that it is easier for younger students to pick up new languages. Hint: there is a reason Dora the Explorer is such a popular program!


• Latinos are not staying in states like CA or FL. They are quickly migrating throughout the entire country and will soon be a major voice in our region. The better prepared we are for the influx, the more tolerant and prosperous our community will become.

This is a good start and should plant seeds for thought in St Joe residents. Although I believe most locals are "behind the curve" in establishing a plan for marketing to Latinos, it is never too late. Keep your customer base local!

Click Here to read the article about the growing US Hispanic population.