Seminars to focus on reaching Hispanic market

Many businesses in the Yakima Valley have yet to tap into the fastest growing market in the region. With $2.3 billion in buying power, the area's Hispanic market holds great promise for businesses that seek to expand their customer base.

But how can a business owner or manager tap into this lucrative market without knowledge of Spanish and the unique cultural characteristics of this group?

Two seminars offered this month, "Tap the Hispanic Market" and "Command Spanish (Specific Phrases for Retailers)", will help area businesses overcome cultural barriers and extend a warm welcome to members of the Hispanic community. Both seminars are sponsored by Heritage University and the Greater Yakima Chamber of Commerce.

"Command Spanish" will help area retailers that seek to overcome the language barrier, equipping participants with a few key phrases that will invite Hispanic customers to shop at their establishment. Macy's has implemented the techniques taught in this seminar with great success. The seminar will be presented by Len Black, Chair of Accounting and Business Programs at Heritage University.

Participants in "Tap the Hispanic Market" will benefit from the knowledge and experience of the presenter, Rubicela Acosta, an accomplished businesswoman and CEO of Hispanic America Group, the Northwest's leading Hispanic Marketing firm. Acosta's client list includes many Fortune 500 companies: HP, Microsoft, Key Bank, T-Mobile, Tim's Cascade Snacks and Children's Hospital, to name a few.

Acosta will illustrate through her case studies the do's and don'ts of marketing to the Hispanic community. She will discuss market research and its value in developing a sound Hispanic marketing strategy. She will also give participants tools to implement their strategy and to successfully approach Yakima Valley's Hispanic community. Sponsors for this event include Greater Yakima Chamber of Commerce, Heritage University, Univision - KKFQ, Zorro Broadcasting, and Yakima Valley Newspapers.

Command Spanish, presented by Len Black, will take place Thursday, Jan. 25, from 11:30 a.m. to 1 p.m. at the Greater Yakima Chamber of Commerce, 10 North 9th Street in Yakima. Admission, which includes lunch, is $10 per person (for Chamber members) and $15 per person (for non-members).

Tap the Hispanic Market, presented by Rubicela Acosta, will take place Wednesday, Jan. 31, from 8:30 a.m. to noon at The Seasons Performance Hall, 101 N. Naches Avenue in Yakima. Admission, which includes continental breakfast, is $35 per person (for Chamber members), and $45 per person (for non-members).

For more information and to register for these seminars contact the Greater Yakima Chamber of Commerce at 248-2021 or


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