Does Your Business Speak Spanish?

The Hispanic market is big -- and getting bigger, but tapping its potential requires a deft touch, as two experts explain

The California Milk Processor Board (CMPB) launched its first Hispanic advertising campaign nearly a decade ago, taking "Got Milk?" to the Spanish-language audience. Translating its popular advertising campaign wasn't nearly as simple as it seemed, however, and CMPB has learned a lot over the years, made some mistakes, and broken ground for a host of companies struggling to sell to the $500 billion Hispanic market.

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