THE GONZALEZ REPORT™ - Latino Business News, Commentary and Analysis


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Dear Friend:

Immigrations never ceases to be a hot issue. Read my commentary today for some honest advice and perspective on this issue.

My goal with this report is to consistently help you to be more effective and profitable with the Latino populace. Each week, we try to bring you a thoughtful article or interview as well as highlight Six business thoughts based on reports or articles that we have uncovered during the previous week. If you read this report weekly you will soon find a thoughtful perspective that will guide you in your business efforts with Latinos.

My favorite this week? Call me Mickey Mouse but I love what Disney is doing with its Quinceañera marketing!

TOP SIX BUSINESS HIGHLIGHTS


#1 - 15 Lucky Girls Get the Royal Disney
Treatment for Quinceañeras.

No one can ever accuse the Disney company of not understanding the role of culture in marketing. TheQuinceañeara (15th birthday party) is a very important day in the life of a young Latina lady.

The Disney company recently made this an even more special day for 15 very lucky young women. This royal treatment included red-carpet entrance, a special pixie-dusted dinner for family and friends, bridal attire from David’s Bridal, promotion on The Cristina Show (note the partnerships) and celebrity entertainment, all in front of the Sleepy Beauty Castle. All of this just to show millions of Latino families where they should be taking their young princesses to celebrate their Quinceañeras. “Por favor, quiero ir a Disney para celebrarlo.” (Please, I want to go to Disney to celebrate it.)

We should learn from the masters. The application is obvious. Do something culturally relevant and inspirational, then parlay it to the rest of your clients in that demographic. Think about those very important days to Latinos and leverage them my friend. Leverage them.

  
Exclusive Commentary

Wading Through
the Immigration Waters

On April 17, 2008, 311 undocumented workers were taken into custody by ICE from five different Pilgrim’s Pride plants in Texas, West Virginia, Florida, Arkansas and Tennessee. ICE’s policy titled “Endgame” defines its “detention and removal plan for a secure homeland.” The “endgame” referred to in the title is defined as “the removal of all removable aliens” by 2012.

Now, let’s be very clear about some demographics here. There are an estimated 45 million Latinos in the United States. Of these 45 million Latinos, 12 million are estimated to be undocumented. Thirty-three million are here with legal or citizenship status. This means that 73 percent of Latinos in the United States are here with legal work status or with citizenship. This may surprise you, but 45 percent of the undocumented in this country did not cross the border; they came on a legal visa and overstayed their visa.


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