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Juan Guillermo Tornoe
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I agree 100% with your statement regarding companies recruiting employees whose job responsibilities include serving the Hispanic community ... Making sure you find individuals who are truly bilingual and bicultural is key to a successful hispanic...
June 24
June 5
I agree 100% with your statement regarding companies recruiting employees whose job responsibilities include serving the Hispanic community ... Making sure you find individuals who are truly bilingual and bicultural is key to a successful hispanic...
June 5
I agree 100% with your statement regarding companies recruiting employees whose job responsibilities include serving the Hispanic community ... Making sure you find individuals who are truly bilingual and bicultural is key to a successful hispanic...
June 5
I agree 100% with your statement regarding companies recruiting employees whose job responsibilities include serving the Hispanic community ... Making sure you find individuals who are truly bilingual and bicultural is key to a successful hispanic...
June 5
April 24
Juan Guillermo Tornoe added 9 blog posts
April 23
Juan Guillermo Tornoe is now a member of Bilingual & Hispanic jobs / career social networking | LatPro
April 23

Profile Information

about me
Juan Guillermo Tornoe is an expert marketer with a passion for serving the Latino community. He constantly researches media and identifies the trends defining Hispanics today. His Hispanic Trending Blog is among the most recognized and respected blogs covering the Hispanic market.
your connection with Latin America?
http://www.LatPro.com
company website?
http://www.LatPro.com
online profile such as linkedin.com or blog?
http://www.hispanicjobs.info

Juan Guillermo Tornoe's Blog

Juan Guillermo Tornoe

Hispanic Marketing Basics: Segmentation of the Hispanic Market

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

Continue

Posted on January 18, 2008 at 3:26pm —

Juan Guillermo Tornoe

How to Convert Latino Prospects into Customers and Maximize your Hispanic Marketing Dollars

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 tContinue

Posted on December 19, 2007 at 2:29pm —

Juan Guillermo Tornoe

Lost in Translation: When Bad Hispanic Advertising Happens to Good Companies

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

Posted on November 12, 2007 at 2:00am — 1 Comment

Juan Guillermo Tornoe

Hispanic Marketing Q&A: Leveraging Spanish Bilingual Employees to Reach the Latino Home Buying Market

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?

Continue

Posted on September 30, 2007 at 1:00am —

Juan Guillermo Tornoe

Should Hispanic Professionals Pursue Careers with Companies Lacking Strong Diversity Policies?

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 diversityContinue

Posted on July 25, 2007 at 1:00am —

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