Dear Clients
and Friends,
Thank you for the positive response to the first issue of GPI’s newsletter. We appreciate your business referrals and encouraging feedback. Please keep the ideas coming as we continue to improve our information to meet your needs. This issue introduces a new element – a profile summary of key players who are eager to listen and help you with your multilingual business needs. Our feature article focuses on providing your readers and listeners with a “choice” of language. It simply makes good business sense. The next issue will highlight our editing services and the acculturation* vs. assimilation factors of the U.S. Hispanic population and what it means to you, as marketers, editors, copywriters and human resources professionals. Let’s keep the momentum going because “How do you say…” is designed to benefit you!
*Acculturation: the process of learning a second culture.
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Organizations are saving time and money by automating their employee benefit systems. Employees can select their insurance benefits, beneficiaries, health spending accounts, etc., at their leisure, without waiting for a representative. U.S. employers are taking this cost-saving procedure one step further… They are giving their employees a Voice Response System in Spanish… The confidentiality of family issues, different last names, etc., does not have to be embarrassing anymore. Personal matters like designating beneficiaries, or discussing a child’s illness, requires confidentiality. The VRS brings a touch of anonymity to very private issues. When the family is involved, the heart is involved. Spanish for many employees is often the language of choice. Market Research shows that persuasive messages in Spanish advertising (which appeal to emotions) is more effective among Latinos. Even if your employees are functionally bilingual, they will appreciate your providing them with a choice. A touch tone phone allows them to call at their convenience and make personal decisions, in Spanish or English.
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Perhaps you have a small number Spanish-speaking employees. Have you given your clients on hold a choice? Instead of music or silence, communicate with them through your marketing messages or most frequently asked questions. This is a growing trend. We are experiencing more inquiries in this area and are happy to share them with you. Increased cultural sensitivity is being accomplished through voice mail, messages on hold, or entire benefit scripts being translated and recorded in Spanish. Give your callers a choice. We have professional talent to help you. No more wasted time from your benefit representatives. Your employees can do it conveniently, confidentially, on their own time and in the language of their choice. 
C.Conroy, Marketing Manager,
Nalco Chemical
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