Wednesday, February 9, 2011

How to reach a growing Latino community

By Scott Krauss, The Morning Call

The folks at the Crayola Factory in Easton know there are a growing number of Hispanic families in the Lehigh Valley who might enjoy a trip to their kid-friendly attraction.

They're just not sure how best to get the word out, said Crayola spokeswoman Sue Kiefner. Should they target moms, dads, grandparents?

"The challenge in reaching any market is making sure you market to the right person," said Kiefner, one of about 80 Lehigh Valley business people who heard Wednesday from Mia Mendoza, a Delaware County-based Hispanic marketing expert and CEO of the Mendoza Group.

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