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Juan Guillermo Tornoe

Juan Guillermo Tornoe's picture

Juan Guillermo Tornoe

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.
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Hispanic Marketing Basics: Segmentation of the Hispanic Market

(from 7 users)
Submitted by Juan Guillermo Tornoe on Fri, 01/18/2008 - 12:26pm.
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All Latinos are not the same. Because the Latino community is so diverse, there are many cultural characteristics that should be considered to gain a better understanding of this market. Only then will you be able to identify the groups within the Hispanic market that you should target and effectively tailor a message that resonates with them.
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How to Convert Latino Prospects into Customers and Maximize your Hispanic Marketing Dollars

(from 8 users)
Submitted by Juan Guillermo Tornoe on Wed, 12/19/2007 - 11:29am.
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If your company wants to capitalize on the lucrative and growing U.S. Hispanic market, don't overlook the one crucial element that can ruin any advertising or marketing campaign targeting Latinos: your staff.
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Lost in Translation: When Bad Hispanic Advertising Happens to Good Companies

(from 43 users)
Submitted by Juan Guillermo Tornoe on Sun, 11/11/2007 - 11:00pm.
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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 cultural nuances when planning their outreach efforts. Learn what your company can do to avoid becoming a humorous Hispanic advertising "don't."
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Hispanic Marketing Q&A: Leveraging Spanish Bilingual Employees to Reach the Latino Home Buying Market

(from 6 users)
Submitted by Juan Guillermo Tornoe on Sat, 09/29/2007 - 11:00pm.
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A North Carolina real estate company wants to gain a competitive advantage by targeting the growing Hispanic market. Expert Juan Tornoe shares his tips on how to make their outreach efforts most effective.

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

(from 17 users)
Submitted by Juan Guillermo Tornoe on Tue, 07/24/2007 - 11:00pm.
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A Latino professional with Fortune 500 experience wonders if he should pass on a position with a company because it doesn’t place a strong emphasis on diversity.

 
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When Spanish at Work Causes Conflict: What Should Employers Do?

(from 37 users)
Submitted by Juan Guillermo Tornoe on Wed, 07/11/2007 - 11:00pm.
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What should employers do when workers who speak Spanish among themselves make non-Spanish speaking employees uncomfortable? Juan Guillermo Tornoe tackles the question.
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Should Employers Give Hiring Preference to Hispanic Job Candidates?

(from 10 users)
Submitted by Juan Guillermo Tornoe on Fri, 06/15/2007 - 2:15pm.
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Employers may be looking for Hispanic employees for a variety of reasons, but should Latino job candidates be given preference because of diversity requirements? Here's what Hispanic marketing expert and commentator Juan Guillermo Tornoe has to say on the subject.
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Hispanic Culture at Work: Understanding and Managing Hispanic Employees

(from 13 users)
Submitted by Juan Guillermo Tornoe on Wed, 05/02/2007 - 12:16pm.
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LatPro expert Juan Guillermo Tornoe draws from his personal experience as a Latino professional to help managers and Hispanic employees better understand one another, creating a more inclusive and comfortable atmosphere for everyone. Read the article.
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Hiring Hispanic “Switch Hitters” is Key to Business Growth in the Hispanic Market

(from 2 users)
Submitted by Juan Guillermo Tornoe on Wed, 04/11/2007 - 10:00am.
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Hispanics are now the largest minority in the United States. To successfully reach this market, your company must cultivate employees who relate to the unique needs and preferences of this demographic.

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