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We conducted an interview with Larry Upton, Founder and President of Edioma, a provider of mobile phone and Internet-based language instruction products designed to help companies communicate more effectively with customers, employees and partners. Edioma’s clients include 7-Eleven.
Portada: How does Edioma teach major brands to learn the Spanish-language and cater to Hispanic customers?
Larry Upton: “As you may already know, US Hispanics are the fastest growing retail customer segment for many large CPG's (Consumer Packaged Goods Companies). However, traditional out-of-home marketing programs (e.g., print, broadcast, online) don't effectively target Spanish-dominant consumers. The resulting "language differences" often lead to a cross-cultural communications gap:

• Most 1st generation, Spanish-speaking customers don't read US publications (e.g., USA Today, WSJ, NYT) and often prefer Spanish-language programming (e.g., Univision, Telemundo) to traditional broadcast TV.

• English speaking service staffs often encounter problems communicating and doing business with Spanish speaking customers, not only from a language perspective, but likewise from a lack of "cultural understanding," i.e., the highly familiar, word-of-mouth based reference shared among Hispanics. Typically, the Hispanic consumer enters the US retailer hoping to be greeted, informed, and sold to based on a recommendation from a trusted friend/family member... not simply from an ad touting the virtues of one product/service over another. READ MORE