How to break into the Latino market

Dear FSB: How does a small company break into the huge (and growing) U.S. Latino market? My firm makes educational toys and games, including Spanish-language versions, but I can't find a way to reach that audience on a very tiny marketing budget. - Gary Gatchel, Owner and President, Tah Dah Rockton, Ill.

Dear Gary: You should consider teaming up with a bigger company, says Ozzie Godinez, managing partner of Chicago-based Paco Communications (pacocommunications.com), which pitches Miller Lite and Nissan, among other major brands, to the $600-billion-a-year U.S. Latino market. "Find publishers of children's books or makers of educational games and toys, and find out if you can advertise on their websites," says Godinez.

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Another idea: See if you can interest a big educational company such as Lexicon (lexiconmarketing.com) in your products. Lexicon markets a popular video course called English Without Borders, along with a children's version for kids ages 2 to 14. "With 3.2 children per Latino household, the market for your line of products is potentially lucrative and growing fast," says Godinez. "In fact, if you approach a big company with a joint marketing plan, be prepared to receive a buyout offer." Robert Lewis, CEO of Mobile Media Latino (mobilemarketing.com) in Atlanta, suggests reaching your target audience at school.

"Your products could be a fun way for kids to learn a new language," he says. "Talk to a local charter school - they tend to be more entrepreneurial than other public schools - and see if they'd be interested in trying your games. You could also do mailings to schools. Get in through the classroom and the PTA. The teachers and parents become your messengers."