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ISAIAS CONTINUES MOVING NORTH This product covers Southeast New York, Northeast New Jersey, and Southern Connecticut **ISAIAS CONTINUES MOVING NORTH** NEW INFORMATION --------------- * CHANGES TO WATCHES AND WARNINGS: - None * CURRENT WATCHES AND WARNINGS: - A Tropical Storm Warning is in effect for Bronx, Eastern Bergen, Eastern Essex, Eastern Passaic, Eastern Union, Hudson, Kings (Brooklyn), New York (Manhattan), Northeastern Suffolk, Northern Fairfield, Northern Middlesex, Northern Nassau, Northern New Haven, Northern New London, Northern Queens, Northern Westchester, Northwestern Suffolk, Orange, Putnam, Richmond (Staten Island), Rockland, Southeastern Suffolk, Southern Fairfield, Southern Middlesex, Southern Nassau, Southern New Haven, Southern New London, Southern Queens, Southern Westchester, Southwestern Suffolk, Western Bergen, Western Essex, Western Passaic, and Western Union * STORM INFORMATION: - About 130 miles north of New York City NY or about 160 miles northwest of Montauk Point NY - 42.7N 74.2W - Storm Intensity 65 mph - Movement North-northeast or 20 degrees at 40 mph SITUATION OVERVIEW ------------------ The effects from Tropical Storm Isaias are expected to diminish quickly from southwest to northeast this evening as the storm moves north of the area. While threats are beginning to diminish, strong winds will continue into this evening. In addition, minor coastal flooding, high surf, and dangerous rip currents will continue. Strong winds will continue across the area into early this evening before diminishing tonight. Dangerous marine conditions are likely across all of the coastal waters through tonight. High surf and dangerous rip currents are expected to continue along the ocean beaches through Wednesday. POTENTIAL IMPACTS ----------------- * WIND: Potential impacts from the main wind event are now unfolding across the area. Remain well sheltered from dangerous wind having possible significant impacts. If realized, these impacts include: - Some damage to roofing and siding materials, along with damage to porches, awnings, carports, and sheds. A few buildings experiencing window, door, and garage door failures. Mobile homes damaged, especially if unanchored. Unsecured lightweight objects become dangerous projectiles. - Several large trees snapped or uprooted, but with greater numbers in places where trees are shallow rooted. Several fences and roadway signs blown over. - Some roads impassable from large debris, and more within urban or heavily wooded places. A few bridges, causeways, and access routes impassable. - Scattered power and communications outages, but more prevalent in areas with above ground lines. * SURGE: Potential impacts from the main surge event are possible this evening. Remain well away from locally hazardous surge having possible limited impacts. If realized, these impacts include: - Localized inundation with storm surge flooding mainly along immediate shorelines and in low lying spots, or in areas farther inland near where higher surge waters move ashore. - Sections of near shore roads and parking lots become overspread with surge water. Driving conditions dangerous in places where surge water covers the road. - Moderate beach erosion. Heavy surf also breaching dunes, mainly in usually vulnerable locations. Strong and frequent rip currents. - Minor to locally moderate damage to marinas, docks, boardwalks, and piers. A few small craft broken away from moorings.

Language, Culture and Successfully Selling to the Hispanic Market

Effectively reaching the Hispanic consumer is in many ways a straightforward marketing challenge. You must know your market, which means:
* Segmenting prospects into appropriate niches
* ...

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Effectively reaching the Hispanic consumer is in many ways a straightforward marketing challenge. You must know your market, which means:


Segmenting prospects into appropriate niches


Differentiating your product


Being price competitive


Communicating your message effectively


Providing excellent customer care


Knowing your competitors

While not an exhaustive list, you get the idea: basically you have all the same considerations you would for any target market. So why do so many businesses fail to be effective with the fastest growing demographic in the US? The most common answer I find is that marketers are taking short cuts that are sabotaging their efforts.


One of the first things companies do when trying to reach the Hispanic market is translate their promotional materials, ads, commercials and product descriptions into Spanish. Unfortunately this strategy is not enough not matter how accurate your translation. Companies must clearly define not only their message but also for whom it is intended. Why? The short answer - because Hispanics are not a uniform homogenous group. Are you catering to a Caribbean, Central American or South American target? Language can differ considerably across regions. And even if the language is regionally correct, is it culturally effective and relevant? A survey by the consulting firm Yankelovich shows that Hispanics recognize the importance of learning English while preserving Spanish. According to Sonya Suarez-Hammond, director of Yankelovich, "Marketers need to use both languages in order to establish cultural and personal relevancy with the Hispanic consumer. Spanish is also the language of the heart and provides communication intimacy in brand messaging."

So the challenge is that you need to determine whether your marketing material, ads or commercials be in Spanish, English or both. Above all make sure to use resources or consultants with the required language and cultural experience. Do not rely on Web translation sites. These sites do not create accurate translations you can use without lots of work on your part. You may have heard of the classic translation faux pas of Colgate toothpaste and Chevrolet's Nova. In Spanish they translate into

'hang yourself'


'it doesn't go'



You would probably differentiate a message for products or services intended for white females rather than males. The same strategy is required when targeting the Hispanic market. Hispanic females are not the same as Hispanic men. Are you missing opportunities because your message is not resonating with the right audience? Hispanic women are becoming a larger portion of the workforce, earning disposable income often on a par with Hispanic men. There are products and services that will be purchased primarily by Hispanic women so target them carefully if they are relevant to your business. An interesting and useful finding of the Yankelovich survey was that 87% of Hispanics "get a real sense of belonging from their family". So bear this in mind as you market your family oriented product or service.

For a more detailed whitepaper on

'Successfully Marketing to the Hispanic Community'

contact me via email.