 | Peter X. Salmeron
was born in Peru and came to the US in 1971. He attended WSU and KU, earning a BS in Biology. He started Complete Landscaping Systems in 1983, on a part-time basis, and became a full-time entrepreneur in 1987. Today, Complete Landscaping Systems is one of the leading grounds maintenance and landscaping companies in Kansas and recipient of the Department of Commerce Service Company of the Year Award for Kansas in 2001. Mr. Salmeron is former President of the Wichita Garden Show Association and its Board and current Board member, is an executive member of the Board of Directors for Wichita Chamber of Commerce, President of Amigoes de Ser, was named SBA Small Business Person of the Year for 2000, and new Board member of the Wichita Conventions Bureau. You can contact Mr. Salmeron by phone at (316) 832-0061 or by email at petersalmeron@lycos.com |
Lawn, Garden & Landscaping
2003-06-01 16:04:00
Cultural sensitivities
: What are the best ways to market my business to the Hispanic community in Wichita? Are there any cultural issues I should be aware of or sensitive to?
ANSWER: The best way to attract business from Hispanics is to advertise on Hispanic TV. Wichita has one station, channel 56. There are also several radio stations, newspapers and magazines that are in spanish. Church newsletters are another alternative, particularly those with a large number of Hispanic members. Our Lady of Perpetual Help is a local congregation with over 1,200 Spanish families, or, the main Cathedral at Central and Broadway in Wichita. There are two recently formed Hispanic Chambers of Commerce, one is a branch of the main chamber and the other is dedicated to Hispanics; personal networking is important and both chambers provide the opportunity to meet Hispanic business people on a personal basis. Surveys indicate that Hispanics are brand loyal and they tend to stick with what they are familiar with. At the same time, if you show enough interest in their culture and advertise in Spanish you will most likely get their loyalty on your side. Many Hispanics have difficulty with English, so if you get them to your store after all the advertising, I would recommend that you have a Spanish-speaking person to be able to communicate with them. Most Hispanics are not window shoppers. If you see them in a store, it is because they are in the "buying mode." Another good way to become well-known in the Hispanic community is by sponsoring holiday events such as Cinco de Mayo, September 16th or Our Lady of Guadalupe anniversary.
