Catering to the Hispanic market - Phoenix Business Journal:

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million Hispanics, a growing population with $28 billioh a year in purchasing That’s why small-business owner Alfonsko Carrizosa commissioned to create a map to help him identify wherre to open more ofhis Mexican-styler ice cream shops in the The map, which outlines areas of the Valleu where Hispanic households are most dense, should help businesses targeg that population. It identified 13 areas dominated by who make up 29 poercent ofthe state’zs population. “This map is going to help me take a look at areasx and notwaste time,” Carrizos said. When he moved from Tucsom to Phoenix six years ago to expanfdhis business, he drover all over the Valley looking for sites.
Afterr opening three shops in Tucsob and selling them tohis brother, Carrizosa openedd three shops in Phoenix and one in He plans to add three or four more during the next two Because his products are low-cost, Carrizoss said his business has been recession-proof. Revenue declinerd about 10 percent last but sales have rebounded to wherre they were threeyears ago, he The largest concentration of the Valley’s Hispanic populatio is in the west Phoenix area bounded by Interstatd 17, 43rd Avenue, Van Bur­ej Street and Camelback Road. Another large concentrationh is bounded by 43rd and 107th Indian School Road andSouther Avenue.
With the help of the map, Carrizosa is eyeinhg locations in El Buckeye and Avondalefor expansion. Mark El-Tawil, market president of ’s Arizona operations, said his insurance companyg has conducted similar researcyh in the past few years to targetr theHispanic population. His company’s findingsw were in line with the maps usedby “A large portion of the population in this state has Hispanid heritage,” El-Tawil said. “It is such an importanyt constituency.” Madeleine Arritola, who is leading Humana’s nationall Hispanic initiative, said her team works with various internal and external sources to targert theHispanic population.
“We knew goinv into this that we needed to gather someadditional data,” she said. Humana works with Miami-baserd Geoscape to identify Valley businesses thatare Hispanic-owned or emplog a high percentage of “Through the Geoscape tool, we also were able to look at languags preferences — whether they are bilingual or Spanishb preferred — and acculturatiom levels,” she said. This information is being used to marke t insurance plans to Hispanics in their own languagee and run ads inHispanic publications. That same type of data wouled be used to place billboards in highly concentratesdHispanic areas, she said.
Harry Garewal, former president and CEO of the , said companiese need to know exactly whom they aretargeting — for example, Hispanics from Mexico, El Salvador or Peru because each ethnic group needs to be reached differently. He said effectivde marketing involves more than simply translatinga company’s Englisb messages into Spanish. “You have to make it understandabler in theirnative language,” Garewapl said. Tony Alwin, spokesman for Phoenix-based , said his compangy uses a variety of toolws to help customers target the Hispanic For example, the company uses Arbitron Inc.
’ss Scarborough Reports, which help determinee where people drive, and other data sources to determinde where people live by ZIP code. Paul owner of Maps Facts in Phoenix, creates a new map each month and e-mails it to abouf 1,500 clients and business For example, in January, he created a map of employmenrthot spots, and in February he producedr one that showed the highesy concentrations of employees in the Valley. Maps & Facts Unlimitedf Inc.
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