If you're not targeting the Hispanic community with your advertising, marketing and PR campaigns, the answer may be "yes." As the nation's largest and fastest growing minority group, the Hispanic community represents the ninth largest economy in the world, and analysts project that Hispanic buying power will reach nine percent of the nation's total buying power by the end of this decade. To capture a share of this fast-growing, lucrative market, you must first understand what makes it unique and then market accordingly. You can't use a "one-size-fits all" marketing approach and expect to be successful. The Hispanic community in the U.S. represents many different Spanish-speaking countries ' Mexico, Ecuador, Guatemala, El Salvador, Puerto Rico, Cuba, etc. ' each with its own cultural nuances and dialects. To ensure that you have the right message in the right place, you need an expert in Hispanic marketing. You need Lanza Group. As Atlanta's premiere Hispanic market advertising and PR firm, we know what it takes to build brand awareness and loyalty in the Latino community. It's much more than just speaking Spanish. It's about Hispanic culture. We understand it, and we'll help you capitalize on it.