The Hispanic population in the U.S. has grown at a rate much faster than any other ethnic group and now sits at 44 million. Hispanics are a fast-growing, diverse ethnicity in the United States. With growth surging nearly 58% from 1990 to 2000 (more than four times the growth rate of the U.S. population) and almost another 13% from 2000 to 2003, Hispanics now comprise 14.7% of the total population. More significantly, the community is expected to keep growing at a strong and steady pace. By 2010 it is estimated that there will be 56 million Hispanics; by 2050, 30% of the entire U.S. population will be Hispanic. This is demographic growth that would be foolish to ignore!

The simple basics of marketing teach us that business growth is directly related to increased market share. In today's competitive legal arena, that isn't easy to do. Each year more firms enter the advertising arena and strive to take away your share of market to grow theirs! Businesses look to accomplish growth by either introducing a new product or by introducing their product to a new market.

The emerging Hispanic market represents potential for significant growth in your practice. Members of the Hispanic community are among the most loyal and strongly convicted referral based demographic groups in this country. Assuming you provide them a good service, extend to them a warm welcome, embrace their families and respect their cultural differences, you can reap the benefits of a client (which translates to community) for life. They will tell everyone they know in their close-knit, strongly connected community about you and your services if you treat them well and connect with them.

There are many sub-markets within the comprehensive Hispanic market out there and a "one size fits all" approach will probably fail. In today's competitive market, it is not good enough just to say: "we are going to target the Hispanic market". A more analytical approach is needed.

Whether it's television or radio, grass root events or interview style talk shows, crafting the messages to appeal to the specific heterogeneous, multicultural-multiethnic Hispanic communities within your market is of paramount importance. A Mexican doesn't dance Tango and an Argentinean doesn't sing Rancheras. An effective Hispanic marketing strategy is so much more than translation. It's interpreting and transcreating messages and concepts and branding elements that are relevant and impactful and meaningful to the specific Hispanic audience you want to target.

In addition, don't just rely on an ad campaign. You will have to make a commitment to implement specific Hispanic marketing strategies to help your practice establish the internal infrastructure to address the needs of your new Hispanic clientele.

The Hispanic community, if targeted appropriately through carefully considered marketing messages and cultural competency, is one that can provide your practice with significant growth potential.