Corporations Underspending by $14 Billion to Reach Hispanic Market

Santiago & Valdes Solutions Demonstrates That No Other Segment Across an

Overall Consumer Market Offers Such Potential



Apr 10, 2001, 01:00 ET from Santiago & Valdes Solutions

    NEWPORT BEACH, Calif., April 10 /PRNewswire/ -- The 42.5 million Hispanics
 in the U.S. and Puerto Rico have $561 - $630 billion in purchase dollars for
 year 2001, forecasts marketing and branding experts Carlos Santiago and Isabel
 Valdes, co-founders of Santiago & Valdes Solutions.  However, U.S. marketers
 are underspending by $14 billion in the Hispanic market.
     Santiago & Valdes Solutions predicts that the Hispanic population growth
 will offer the American economy 1.7 million new consumers, $224 million
 additional cash expenditures and 500,000 newly formed households for the year
 2001.  "The opportunities for corporate America are limitless, considering
 there has been huge corporate underspending on the current available Hispanic
 consumer power," says Santiago.
     Corporate America currently spends $.004 in capturing every Hispanic
 purchasing dollar while they are spending $.03 for every mainstream consumer
 dollar through media spending.  "The release of Census 2000 numbers should
 push corporate America to make a paradigm shift immediately at how they
 allocate marketing resources," says Santiago.
     Recently at the Association of Hispanic Advertising Agencies annual
 conference, Santiago & Valdes Solutions released projections of what
 percentage total marketing resources corporations should invest towards the
 Hispanic market to successfully capture the markets spending power for 2001.
 Santiago recommends that corporations invest $.08 - $.13 of every marketing
 dollar in the Hispanic market.  Investments in states with higher Hispanic
 populations, like California and Texas, should be no less than $.20 cents and
 $.21 respectively.
     Nationally, the Hispanic population is expected to reach 98 million by
 2050.  "Corporate America cannot continue to wait on investing in the Hispanic
 market," says Santiago.  "The size of the Hispanic market has repeatedly
 caught census forecasters by surprise.  Those corporations who have been
 successful in reaching the Hispanic Market did not wait for the census numbers
 to develop multicultural marketing strategies.  They realized the Hispanic
 market's full purchase dollar potential, and seized the opportunity."
 
     About Santiago & Valdes Solutions:
     Santiago & Valdes Solutions provides "in-culture" market strategies,
 planning and execution to help clients build their bottom line and be more
 adaptive and responsive to the unique needs of multicultural consumers.
 Santiago & Valdes Solutions has more than 50 years of combined experience in
 working with complex issues for corporations in virtually every industry.  The
 firm helps companies diagnose their challenges in tapping ethnic markets, set
 goals and invent new solutions that become the center of holistic
 corporate-wide strategic thrusts.  Santiago & Valdes Solutions goes beyond the
 planning, working alongside clients to set new business processes, select the
 right tactical partners and implement strategies that deliver on the end goal.
 Santiago & Valdes is headquartered in Newport Beach, Calif. with consultants
 in Palo Alto, New York, New Jersey, Chicago, Miami and Washington, DC.
 
     For additional information go to Web site
 http://www.santiagovaldessolutions.com.
 
 

SOURCE Santiago & Valdes Solutions
    NEWPORT BEACH, Calif., April 10 /PRNewswire/ -- The 42.5 million Hispanics
 in the U.S. and Puerto Rico have $561 - $630 billion in purchase dollars for
 year 2001, forecasts marketing and branding experts Carlos Santiago and Isabel
 Valdes, co-founders of Santiago & Valdes Solutions.  However, U.S. marketers
 are underspending by $14 billion in the Hispanic market.
     Santiago & Valdes Solutions predicts that the Hispanic population growth
 will offer the American economy 1.7 million new consumers, $224 million
 additional cash expenditures and 500,000 newly formed households for the year
 2001.  "The opportunities for corporate America are limitless, considering
 there has been huge corporate underspending on the current available Hispanic
 consumer power," says Santiago.
     Corporate America currently spends $.004 in capturing every Hispanic
 purchasing dollar while they are spending $.03 for every mainstream consumer
 dollar through media spending.  "The release of Census 2000 numbers should
 push corporate America to make a paradigm shift immediately at how they
 allocate marketing resources," says Santiago.
     Recently at the Association of Hispanic Advertising Agencies annual
 conference, Santiago & Valdes Solutions released projections of what
 percentage total marketing resources corporations should invest towards the
 Hispanic market to successfully capture the markets spending power for 2001.
 Santiago recommends that corporations invest $.08 - $.13 of every marketing
 dollar in the Hispanic market.  Investments in states with higher Hispanic
 populations, like California and Texas, should be no less than $.20 cents and
 $.21 respectively.
     Nationally, the Hispanic population is expected to reach 98 million by
 2050.  "Corporate America cannot continue to wait on investing in the Hispanic
 market," says Santiago.  "The size of the Hispanic market has repeatedly
 caught census forecasters by surprise.  Those corporations who have been
 successful in reaching the Hispanic Market did not wait for the census numbers
 to develop multicultural marketing strategies.  They realized the Hispanic
 market's full purchase dollar potential, and seized the opportunity."
 
     About Santiago & Valdes Solutions:
     Santiago & Valdes Solutions provides "in-culture" market strategies,
 planning and execution to help clients build their bottom line and be more
 adaptive and responsive to the unique needs of multicultural consumers.
 Santiago & Valdes Solutions has more than 50 years of combined experience in
 working with complex issues for corporations in virtually every industry.  The
 firm helps companies diagnose their challenges in tapping ethnic markets, set
 goals and invent new solutions that become the center of holistic
 corporate-wide strategic thrusts.  Santiago & Valdes Solutions goes beyond the
 planning, working alongside clients to set new business processes, select the
 right tactical partners and implement strategies that deliver on the end goal.
 Santiago & Valdes is headquartered in Newport Beach, Calif. with consultants
 in Palo Alto, New York, New Jersey, Chicago, Miami and Washington, DC.
 
     For additional information go to Web site
 http://www.santiagovaldessolutions.com.
 
 SOURCE  Santiago & Valdes Solutions