THE GONZALEZ REPORT™ - Home Depot's Money-Making Secret with Latinos
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The Home Depot and Univision Partnership Teaches Us A Very Important Money-making Secret

Go to Univision.com, type in "Handyman" and you get this page. This is a series of training videos in Spanish on home improvement. They even have special invited Latino guests appear on the program.

Here's the quick lesson. Partner with entities that are already trusted and known in the Latino community. Even the huge Home Depot doesn't try to go it alone in the Latino community. Why build your brand alone? Piggy-back on the name recognition of others. Of course, Univision is one of the biggest names but in almost every community there are well-known local Latino businesses and personalities. Make and leverage these relationships.
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posted by Ricardo González on July 8, 2008.

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