Convention Focuses on Marketing to Spanish-Speaking Consumers

Richard Piatt ReportingThe growing number of Hispanics in Utah has caught the attention of businesses across the state. Now, more of those businesses are realizing the potential of the Latino market at a Salt Lake City conference.

A service and an opportunity. That's how a lot of businesses are thinking of the Spanish-language market in Utah. It's a philosophy both entrepreneurs and established institutions are exploring more and more.

There are hundreds of people learning how to reach the 'Heart of the Latino Market'. That's the theme of this conference; the second year businesses have gathered to focus on marketing to Spanish-speaking consumers in Utah.

Sandra Plazas, La Agency: "Most companies are starting to realize that this is a market we need to tap into this is a community we need to start serving, and we will benefit from it."

Hispanics now make up 10 per cent of the population, and is expected to double by 2025. Scarburough declared Salt Lake City the third fastest-growing community for Hispanics in the nation. More businesses are investing in the Spanish-speaking market: There is a Spanish Yellow pages; there are a growing number of Spanish media outlets, TV and radio stations, newspapers and magazines.

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KSL has expanded its own website to include news updates and classified ads in Spanish. The growth for businesses like Zions bank is slow, but steady in the short run. The bank believes the pay off will come in the long run.

Rob Brough, Zions Bank: "As any good business would do, you look at what's happening in the community, you look to see what's happening in the community and look to tailor your business to those needs."

Consultants say serving the Latino-Hispanic community takes more than translating a few ads and brochures. It's an investment that very soon will become commonplace for just about every business in the state.

The Latino Opportunity extends from the younger market all the way to human resource issues. In a lot of ways, businesses feel like they are playing catch-up, the market has changed so much.

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