Juan Guillermo Tornoe's Page

All Latinos are not the same.

It is true that we all carry Latin American and/or Spanish heritage in our blood, but that is the only variable that won't vary (some may say this is cutting us short, but let's use this definition for the purposes of this discussion). As I've discussed in previous articles, there are certain cultural characteristics that you need to be aware of in order to better understand the Latino frame of mind:

• Degre

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A while back I was working with a fast-growing HVAC franchise as a marketing consultant. Having placed several highly successful media buys for them in major cities, I began working with their Omaha, Nebraska franchisee, a seasoned entrepreneur who was ready to take his business to the next level. During our discussions, he began telling me a very interesting story about his last media buy. After placing a strong radio buy with one of t… Continue

Unfortunately, many companies miss the mark when advertising to Latinos. Usually it’s because corporate decision-makers are not paying close enough attention to their Hispanic marketing efforts. They simply don’t understand or carefully consider Hispanic cultural nuances when planning their outreach efforts.

Whether they are Spanish translation errors or subtle (sometimes not-so-… Continue

Question:
I own a small real estate company in North Carolina, and I have several employees who speak fluent Spanish. I would like to start targeting the growing Hispanic market with local ads, but I’m not sure where to begin. How do I find out more about the Hispanic market in my area, and what can I do to make my message effective?
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Q: "What would be your advice for a Hispanic professional to further his career if an opportunity arises in a company that offers a great career opportunity, but they may not have a strong diversity policy?

My experience with my last employer (a Fortune 500 company) was very productive, and I reached some professional and diversity… Continue