NACOGDOCHES, TX (News Release) - There are five good reasons for businesses to serve the Hispanic market. Guests at the Nacogdoches County Chamber of Commerce monthly luncheon heard about them Friday.
Communicating with the Hispanic market is Marcela Coe's topic of expertise. The native of Mexico and CEO of her own interpreting company is watching the demographic grow with everyone else.
"In 2050, a growth of 167 percent of the population rather than 42 percent of the rest of the population," said Coe, the CEO of E.S. Translations.
Buying power follows.
Margi Duncan of Houston is hiring employees for a Primerica Financial Services branch office in Nacogdoches. Hispanics can learn to manage their income.
"A lot of times they're afraid to go in the banks and ask questions, or they just don't get around to it, so we actually go to their homes and teach them," said Margi Duncan, a Primerica executive.
Coe says 82 percent of Hispanic adults prefer Spanish as a connection to their culture. Coe's interpreting business has established customers.
"We really advocate for our clients to use a professional service," said Angelina Wiederhold with Point A Media. "Someone like Marcela who is fully trained and has numerous certifications and is willing to standby her translations."
But effective advertising is sometimes not enough to keep the doors open.
"It's the same struggle when it comes to the economy, the situation," Coe said. "However, we have seen a growth. There's a few new Hispanic businesses on South Street."
Coe encouraged people of all cultures to visit the Hispanic-owned retailers. It's the best way to learn about the newest business neighbors.
Coe promotes business ownership throughout Nacogdoches. The soon-to-be-certified court interpreter serves on the board of directors at Nacogdoches County Chamber of Commerce and united way.