"To some advertisers, the Hispanic market’s like the weather —you hear a lot about it, but you can’t do much about it," says veteran marketer Tony Martinez. "And other companies think Hispanics will buy their products anyway, so they don’t need to do anything special.

"Both attitudes are way off base," Mr. Martinez says briskly, "and they’ll both make the competition ecstatic. Because there’s a lot of money to be made in the Hispanic market. Its spending power will be $160 billion this year, and that’s growing maybe $1.4 billion a month," he exclaims, peering intensely over his glasses. "For example, we Hispanics buy 9 percent of all new automobiles.

"This is definitely a special market… you do have to have a special understanding of it," Mr. Martinez goes on, "because as one research firm said, it’s ‘a market with currents that are going in many directions.’ But the rewards will be fantastic. Hispanics are very brand conscious and they tend to become brand loyal very quickly."

It’s Mr. Martinez’s job—his mission in life—to make sure companies learn how they can serve and sell to America’s Hispanics. He has been marketing to the community for many years, working with the best in the business, including Coca-Cola and the advertising firm of Castor GS&B. Now his staff is organizing the largest annual Hispanic market trade show in the business—Se Habla Español.

The three-day Se Habla Español expo, put on by HISPANIC BUSINESS magazine, is in Chicago this year, at the Hyatt Regency. As in the two previous years in New York and Los Angeles, this conference will host a "big top"- like mix of activities.

The show draws thousands of the country’s top marketers, media people, advertisers, researchers, and Hispanic contractors— all intent on gathering as much information as possible, and all hoping to explore new business opportunities. As in any really good big-top show, a hundred different things are happening all at once.

More than 60 Hispanic market specialists conduct factheavy seminars. Companies promoting everything from cars to demographic information to career opportunities for Hispanic professionals display and discuss their products in 30,000 square feet of exhibit space. Major exhibitors this year include Ford Motor Co., Lincoln-Mercury, Chevrolet, American Airlines, Telemundo, the Bureau of the Census, and many, many more.

"It’s all contacts . . . contacts . . . contacts!" Mr. Martinez exclaims in his best marketing ringmaster style.

Each of the major media hosts its own luncheon or reception, playing to sold-out crowds. Leading participants in last year’s Print Reception, for example, included La Opinion/em> of Los Angeles, Vista magazine, The Miami Herald,

and the Los Angeles Times. Some participants in the 1989 Radio Luncheon included Katz Hispanic Radio and Caballero Spanish Media. "We still have a few events open to corporate sponsors," Mr. Martinez mentions, not without interest. "They’ll be able to count on considerable media play both in preliminary press coverage and during the events themselves."

Another opportunity for sponsor visibility is the Se Habla Español Scholarship Fund, which will publicly award scholarships to talented Hispanic students in the various communications fields.

A grand finale black tie banquet spotlights the leading figures in America’s Hispanic media world, recognizing outstanding work in each medium with the Se Habla Español Awards in Communication. In 1989, Mr. Martinez recalls, almost 400 entries were submitted. Publicidad Siboney swept the top honors for "Ad of the Year" and "TV Ad of the Year" with its commercial for Pepsi-Cola.

One problem attendees find is that the conference offers more information than any one person can gather during just three days. "They should know their priorities," Mr. Martinez advises, "to ensure they focus on the events that will be of most value to their employers."