Santiago & Valdes Solutions @ AHAA : Corporations Underspending By $14 B To Reach Hispanic Market.

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 Valdés, co-founders of Santiago & Valdés Solutions. However, U.S. marketers are underspending by $14 billion in the Hispanic market.

Santiago & Valdés 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 & Valdés 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 can not 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.”

To view the PowerPoint Presentation CLICK below:

http://www.santiagovaldessolutions.com/presentations.htm