 So my name is Nicholas Sugara. I am a creative business professional here in Kansas City. And what I've been doing for the last 15 years is helping companies develop Hispanic marketing, multicultural marketing for their product, service, or organization. I started about 15 years ago when I first started working at Dos Mundo's Bilingual Newspaper. It's the largest bilingual newspaper in the Kansas City area. And what I was doing was I was helping them create ads and campaigns and creative pieces for our corporate clients. They had me go out and find large clients like Kansas City Royals, Sprint, Anheuser Bush, Applebee's, World's of Fun, things like that. And inevitably what was happening was I'd be reaching out to clients and say, hey, we should look at the Hispanic market diversity. And they say, Nicholas, we've got about $15,000, $20,000 for you to spend, but we don't have any materials to create with it. I'm like, so we would create it. You know, when you work in the media, like the newspaper or the radio station or the television station, they'll generally create an ad for you almost for free so that you will buy the media placement. But when I went back to the newspaper, I said, why don't we create an agency that, you know, we build out and create this stuff because we're giving that copywriting, that translation, that graphic design, that photography away. Why don't we create an agency that does this for them, even the consulting, and help, you know, grow that creatively. But they didn't want to do that, and so that's when I kind of went out on my own. So I've been doing this for about 15 years and I've come across all kinds of crazy issues, all kinds of situations that have to make you think creatively and have to do deep dive and research. But enough about me. Let's talk about you. I'm curious, would you guys come to see a diversity presentation like this? What kind of businesses do you come from or what kind of questions do you have? Yeah. Well, speaking of seeing more diversity in tech, one of the other businesses that we started just a couple years ago is an organization called Lastema.org. And what that is, it's to connect diverse women to careers in education and STEM. So we just had a conference just a couple weeks ago over at Kansas City, Kansas Community College where we hosted a whole bunch of professional diverse women who are in science, technology, engineering, math, advertising, and arts, all talking about their careers and how they got there to inspire other young students and professionals to consider going in there. Because it's like our thoughts were that in order for people to see or to consider those careers, they have to see people succeeding in those careers. And so it was a really positive, amazing presentation and the stories that we heard from those women who are in those careers, totally inspiring. What else? What other kind of questions do you have? No? Okay. All right. All right. All right. Well, let's just go. So the way I like to present this idea is I want you guys to imagine your ideal audience. That audience might be generally young people, youngers because they have a longer life to buy products or utilize your service. They might be, let's see, they might be early adopters of tech so you can maybe capture them through social media or the web or even email marketing. They might be growing really quickly like their numbers, their population is growing. Their spending power might grow, be growing as well. And when I talk about the ideal audience, when I step aside and I say, well, by the way, that's what's happening with the Hispanic audience here in the United States, inevitably the numbers that I share with the clients that I work with are a big surprise to them. They've never heard those numbers before. So we're going to be talking about that and those numbers and how to potentially reach them online and utilize social media. So basically what I'm trying to say is that the world is changing and I think that we all see that. We all see that how we're so much more interconnected. We see how things happen in different parts of the world more rapidly. We're watching online videos about stories about whether it's the ocean and pollution or wars or people who are just trying to succeed. The world is changing and the demographics are changing because since the world is getting smaller through communications, people are able to communicate more broadly to a larger audience. But primarily here in the United States as well, this audience is changing dramatically. A lot of people don't know that over the last 10 years, over 50% of the entire U.S. population growth has been because of the Hispanic market every year. Over 50% every year has been because of the young Hispanic population. And that population is really young too. In fact, it's not only a big growth, but Forbes Business Magazine, I don't know if you guys ever read Forbes Magazine, but a few years ago back in 2012, they said that Hispanics, while underserved by advertisers, will be the most important growth market through mid-century. So it's not just me. It's Forbes Magazine, the most important growth market through mid-century and yet so many brands and organizations, companies, have yet to do anything about that or reach out to that audience. So let's talk about that. How important are they? Well, here within the borders of the United States, if you just looked at the U.S. Hispanic market, the spending power that they have, we're the seventh largest economy in the world. And we're growing by 50% yearly. So for example, the Sea League Economic Report that came out a few years ago, the spending power of the U.S. Hispanic market is growing by 50%. And add to that that the population from the Census Bureau is growing by 167%. Average age 27 compared to the average age of the average Americans, which does anyone know what the average American is? It's 42. So minus 15 years and you have the average age of Hispanics. So when you think about the person who's 42 and the one who's 27, they act differently, don't they? They get their media differently. They even have different ways of looking at the world because they're younger, so they grew up with iPhones and iPads and technology. And so they adopt things a lot faster. Nielsen, which is where we get a lot of our reports from because they're so credible. They said that if you're a business person, you really want to take a deep look at it because understanding the market represents your company's bottom line. So it's going to be really important for companies to consider that. When it comes to the Hispanic market, though, Hispanic market is so diverse. When, not too long ago, I was watching a Canelo fight. Does anyone remember that fight with Canelo and who was it? Weathermaker? Mayweather, thank you, thank you. Is anyone surprised by Canelo when he walked out into the arena? Let me describe Canelo for you real quick. Canelo comes from Mexico and he had red hair, white skin, and freckles. He looked like a kid from Boston. You know your ideal Bostonite, what they look like? And I was like, what is that? And then he only spoke Spanish. He sang the Mexican anthem and his interview was in Spanish and they had it translated for him because he couldn't speak English. And it was a great fight. But me personally, even I was blown away. I was like, wow, there's such a diversity in that market. And when it comes to the marketing that we do, I think that's a really strong message because when it comes to creating imagery online, using talent for television commercials, those images are very powerful. And one of the things that diverse and Hispanic audiences know is that they're very diverse. They have such a variety of different looks. And unfortunately, one of the things that we do at the marketing firm is we represent talent. So we have a talent pool of African American, Asian, Hispanic talent that corporate clients and advertising agencies and production houses hire so that they can put them in their advertising pieces. But the unfortunate part that I found over the years is that they always hire the stereotype. They want someone that looks African American and just looks African American. Someone that looks Hispanic, olive skin, dark hair, Asian and so forth. But the reality of this is that they look so different. There's not a stereotypical look for the Hispanic market anymore. It's really diverse. Luckily in the last year or so, clients have been saying, hey, we need to find someone that's racially ambiguous, someone that could be African American, but Filipino, but Hispanic, maybe a little bit white, just a mix of everything. So that's where the direction is going, creatively speaking. But when it comes to the Hispanic audience, we're talking about Latinx, Puerto Rican, and this is where the big question marks start coming in. Generally, clients will come in the door and say, okay, here's our English marketing material, make it Hispanic, and that's it. It's a really simple equation for them. But for us, we have to step back and we're like, okay, well, what type of audience are you trying to reach? And when you say reach the Hispanic audience, that's like saying, I want to reach the American audience. If I came to you and said, I got a product, I want to reach the American audience, what kind of questions would you ask me? Huh? Yeah, how old? How old are you trying to reach? What else? What else would you try to rate? The region. The region? Is this product going to be in New York, Miami, LA, Midwest? What else might you ask? Education of the audience, okay. What else? Income, okay. Interest, what about sex? Age group, all those different basic things. And when you figure out who that target audience, then you develop the creative material for that. Because you could be a non-profit organization. You could be a tire company. You could be a diaper company. Each one of those is going to have a different audience. But just coming at it like we want to reach the Hispanic audience is just way too broad. So we've got to drill down with the clients, okay, well, who are you trying to reach? And those questions start coming in with, for example, Cuban. Cuban might be where you find, where do you think Cuban might be at? Here in the United States. New York, Miami, those areas. They've got a certain way of talking. Puerto Rican might be in, like, Miami again, yes, exactly. Hispanic, Latin American, Ecuadorian, Dominican, Mexican. There's all these different pieces. And what we've got to do is figure out where are you trying to go? Which audience are you trying to reach? What's interesting about this is that when it comes to this experience of going through how to develop marketing material for that audience, I found this really, this really study very interesting in that the dominating fact, she says that the dominating factor that unites minorities is that their treatment is outsiders. And what's happening is when you consider the advertising industry as a whole, the advertising industry has a real diversity deficit. In fact, the advertising industry as a whole is about 5% minority, 95% white. And yet they're creating all the advertisements, the radio spots, print ads, web, social, whatever the case may be. So they oftentimes come to us and say, Nicholas, how do we do this? And that's why we consult with a lot of advertising agencies and marketing firms in the Midwest. Because they're still trying to figure out how to get into that market. When we get these questions, we ask them which market they're trying to reach. Like I said before, the average Hispanic born in the U.S. is about 27 years old. So that's pretty young. Now, when it comes to the average age of the first generation Hispanic here in the U.S., it's only 19. That's really young. And they're going to be bilingual, they're going to be bicultural, they're going to be able to go back and forth outside world and their homes very easily. In fact, Yara Puente, she's one of our models right here, she explains to us that at home she lives in a Mexican world. Her parents treat her like she was born in Mexico and you have to follow those rules. But when she walks out the door, she's just living in the American world. And like that, but she goes home, she goes back and forth, uses both languages and listens to all kinds of music and entertainment. Then, of course, you have those who are newly arrived, foreign born Mexican. And these numbers actually over here is actually kind of declining as you've heard from immigration numbers. Those numbers are actually in decline. This number right here, right here in the middle, this young first generation is really rapidly growing. And that's changing the marketplace. As I said before, seventh largest economy in the world right here within the United States. Let's talk about some of the habits of these young multicultural people. Since they're so young, remember in 1927, they're over indexing. As you know what over indexing means, the average general market is 41%. So 41% use a smartphone. 50 Hispanics are doing it by more than by 10%. Regularly text, 47%. General market is only 42. Use mobile apps, 20% versus 14% for general market. So right here, you're already seeing the earlier adopters of technology. They're using this more. In fact, not too long ago, there's a great report on Latino USA. And they're talking about the mobile phone and how students in Los Angeles, for example, were doing their entire homework, their writing papers, research on their mobile phones. Can you guys imagine writing a five page exam on a mobile phone where students are doing it? And that's amazing. So on-off line shopping. So everyone likes to shop and we've got Amazon, that's a big deal. Using social networking sites to shop, 51% for Hispanics. They're over indexing by 20%. So when you think about your product and where you're placing it, where you're placing your media, where you're placing your stories about your product line, if they're using social networking sites to shop, 51% doing that for this audience is definitely something you want to consider. Reaching out to friends and family, Hispanics 37% versus general market by 17%. So there's another jump in 20%. This comes from, by the way, what did I say? This came from Leo Burnett up in New York City. That's a big, giant agency up there. Digital media platforms shopping via mobile phones. Mobile phones 56% versus 33% on the general market. Tablet 45%, 25% for the general market. So again, big leaps in numbers of 10% and 20%. So just a quick run through of facts. Average age 27, population 50% every year. Early dive into tech. They like to share and watch more videos online. In fact, in the last presentation, we were just talking about videos and how important it is to utilize social media video. Well, guess what? These students, these young people are watching and sharing more videos online by 68%. Of course, they shop online and of course, they're single, bilingual, ready to mingle. Very, very social groups. Now not too long ago, just last year in late 2017, Nielsen came up with a really large report. And this report was all focused on Latina 2.0, where I talked about the Latina consumer here in the United States. The biggest thing that I took from that was that the Latina consumer, particularly the fastest growing consumer group in America, is also outpacing the rest of the nation when it comes to social media use, cultural affinity, setting new standards for community, beauty, and style. And I think we've seen that. How have we seen beauty change in the last, let's say, five years? What have we seen? Yeah. I guess I don't know how to describe it. I was watching a video. Yeah, I was just watching a video not too long ago where a woman was talking about, she's an African-American woman, she was talking about teaching her young girl, her young daughter, to embrace her curly hair. And when she was young, she didn't do that. But now in 2018, she's like, you know, I'm going to like my hair, and it's going to be okay. Yes. Makeup lines are changing. In fact, Rihanna, girls talk about that line. Like it's like a godsend. What's it called again? Fenty. Oh goodness gracious. Don't mention that. And we're like, where can we get some? They want to get it right away. And that's fascinating. So those types of things, in fact, you could take J.Lo, for example. I think while she's had a huge impact on entertainment, beauty, curves, things like that, women embracing themselves. So I think that they're making a huge impact on that option. So earlier today, I'm just going to give you some ideas on things that we do when it comes to the clients that we work with. One of the just local clients that we work with, just to give you a quick example. Do you guys know Rainbow Car Wash? Right there on Rainbow Avenue? Okay, just a little plug from my clients. Well, you know, they approached us and they said, Nicholas, we want to reach more of the Hispanic audience because they're in Kansas City, Kansas, which by the way is 33% Hispanic. One in three over there are Hispanic consumers. They have an all Latino team in that car wash and the owner said we really want to do something that reaches out to them. So one of the things that was just asked earlier over the lunch was how do you do bilingual materials or bilingual social because, of course, there are the translators on the social media tools, for example. And what we did was we write those ourselves. We write them in English and then we write them in Spanish. We write them in a way that's culturally relevant and we actually have a team. Pro tip number one, Google Translate is not the way to go. Now, we all laugh about that because we're like, yeah, of course, but there's so many companies who go to Google to translate something, an entire document. I'll give you a couple of instances. One, where a company came to us and they were just trying to save as much money as possible that they're English and then they said, well, if we Google translate the document for you and give you that, then you'll have less to translate. I'm like, no, that's going to make more of a mess for us to translate. That will make it harder. So just let us translate that thing for us. And we don't just do it. We don't just have one person do it because as you saw earlier before, there are different languages from different parts of different countries. I made this deck pretty small because, of course, I can't teach everything in diversity and multicultural marketing in an hour. But incredibly, only in the United States is where you can take 22 different countries from south of the American border and just send them all up and now they all become one group. That only happens here in the United States. Fascinating. But when it comes to developing this type of copy, we make sure that we use a team to do this. We've got people who are born and raised in the United States who speak American Spanish, people from Mexico who speak Mexican Spanish, and then, of course, other countries, for example, like Brazil, and then, of course, Brazil, they speak Portuguese, and that's also still a relevant language that's in the Latin Americas and has to deal with that type of language as well. But it takes a team to make that type of stuff happen in order to make it relevant. And we literally have copywriting sessions where there's a sentence and we'll debate on which word would best fit this use and this platform to reach that audience and make sure the message gets across right. So it takes a team. The other thing, like I mentioned earlier, we've got that large body of talent that we represent, and we try to make them as diverse as possible because, you know, when it comes to Latinos, what does a Latino look like? What is Hispanic? What does African American look like? What does white look like anymore? Really, because we all look so different. So one of the things that we try to educate our clients about is how to diversify the images. One of the things that I believe that research is found and some of our interviews is found is that diverse customers, consumers, are very, are hypersensitive to the images they see. There was a study done some time ago where it was a hair product ad and they had a blonde woman in the ad. You know, pretty, let's say shampoo or something like that. And when they tested that, it reached white women. But when they used the minority woman in that same ad, it reached the white women, African American women, Hispanic women and Asian women. And if you're a product, don't you want to reach as many people as possible? So in order to do that, what we want to do is we always want to share a wide variety of different images. Another example, some time ago, I used to be a corporate trainer down at DST downtown. And I remember I was sitting there with my co-worker, Shelly, and we got our dentists, our benefits package. And we're both kind of looking through the brochure and information. And I look at Shelly and I was like, there's not a single minority in this brochure, this marketing material. And Shelly was like, you know, I would have never thought that. I would have never seen that. And you brought that to my attention. But we are looking for other faces and to be included in those campaigns. And when we don't, we kind of notice that. Now, at the same time, let me go on the other end of the spectrum where you can go all wrong with that. Do you guys remember that ad last summer for Pepsi with Kendall Jenner? Yeah. Now, everyone's like, oh my gosh, how could that have happened? But the reality is that when you think about marketing and advertising, there had to have been millions of dollars spent on that ad alone. Because a bunch of people said, I got a great idea and we'll have Kendall do it and we'll check off all the boxes. We'll gather African-American, the LGBTQ, the Latinos. They've got all the different people in there. It's going to be perfect. But that was called off the air within a day, wasn't it? So the thing is that when you put Kendall in there while it's a beautiful ad, when you throw the wrong person or the wrong element in that ad, it can go really wrong. And one of the things that we're going to do is we're going to mention, as you're doing this, be sure that when you create something like that to test it in front of people, make sure you put it in front of a broad audience so they all look at it and give you some real feedback. If you're in a cocoon of yes people to say, oh, that's great, great, great, and they're all the same people, it can very well go pretty bad. Oh, jumped ahead there. All right. So as I was mentioning, translations of copy. Now, I've worked with a lot of different companies where they've asked us to translate their marketing material. For example, they want to reach that audience. And I'm going to ask them, well, what are you doing with that brochure afterwards? What are we going to put that in the lobby for everyone to use? Are you going to tell anyone about that brochure? How are they going to learn about the services that you offer? And often times, too often, companies will say, we translated it, but no one came. We translated our material. And I'm like, well, did that brochure just sit in your lobby? And did you market that? Did you tell people that that was there? Did you tell people that's your services? How did you do that? And that's really unfortunate because when people, when companies fail in their marketing attempts without doing it right the first time, then they'll literally walk away from that audience saying, they don't want our product, but they really didn't do the marketing very well to reach out to that audience. Also, when it comes to, and like I said earlier, utilizing tools like Google Translate, don't really take into account the cultural relevance or even how to write some copy that might utilize cultural touch points. Whether it's African-American products or audiences you're trying to reach or Hispanic or Asian, there are cultural touch points that can be used. I'll give you a quick example. I remember I was working with a gas company, Natural Gas, and they just wanted to market this and translate everything. And I was like, well, okay, translating it's going to be necessary, of course, but how are you going to sell that natural gas that you use in home? And does anyone remember using natural gas as a young person? What you might have used it for? No, just like in the oven. For example, use natural gas to... Yeah, I'm from Syria originally. I used to go to a station and literally buy, it's like water tanks, but they're really, really heavy. They're just condensed gas to take it and put it in natural oven and plug it in. And you just use natural fire to heat the food, right? Yeah. I remember when I was a kid, we used to use a natural flame on the stove top and we would make our tortillas using that. And we would never worry about getting burnt at all. And I was like, that would be so cool to have a Latina making tortillas everyone remembers that when you're young, your parents cooking for you. And that's how you're like, oh, natural gas. Yeah, I remember that. I want that back again versus electric. So it's little things like that cultural relevancy and touch points that can really get people to embrace your product, your brand or your service. But you've got to think about that. Again, I'm going to go back to the first step. Who's your target audience? When you think about that target audience, whether it's a father or a mom or children or parents or business people, think about how are you going to reach that audience? I've mentioned this already. Hispanics come in all different shades and styles. I would say, really, let's jump to number three. When you consider all of your marketing, I tell people to really abandon everything they've heard. Everything that you've heard may not be true. You've got to go and do research. You've got to go to that audience. Test that product, test that message. Make sure that it works really well. Test, test, test your message on the audience and then track it. When it comes to marketing communications, there are so many times where people just throw things out there and they're like, okay, we'll see if it works or not. They just don't track it. They don't necessarily do that. When you don't track it, you don't track your successes. If you don't track your success, you don't know if you really did well with that audience. If it works A and B testing or anything like that. You definitely want to make sure that when you're doing this type of work to be testing and checking the response rates of these different marketing pieces as well. Ask experts for help, not Google. We were talking earlier about reaching out to this audience and you're saying that you're the one person in your team doing marketing. Who do you get to ask? Your coworkers. Your coworkers? Okay, that's a start. You're starting to test and ask questions of the people. Do you guys debate different ways of saying things and how to approach? Eventually you find the way that you all agree upon. That takes the work. That takes the research. That takes the collective minds put together. When it comes to reaching out to this audience, you can go to Google and oftentimes I've heard people and professionals in advertising say, Nicholas, everything you're telling me, I can find on Google. That's not necessarily true. You might have a product or a service or an organization that you're trying to share with people. If you just go to Google and do some information gathering, that's not going to get you into the finer nuances and points of utilizing cultural understanding and awareness that these new young audiences are becoming. When you look at everything that's happening in the world, I'm thinking of Florida and the most recent shooting and things like that, such a diversity of people coming together to come up with ideas. When it comes to different audiences, different locations, people are different. People in New York are very different from people in Kansas City. Florida, Los Angeles, Portland, they act differently. When you think about that, you've got to think about where your audience is coming from and how to reach them. I remember years ago, we did Applebee's first radio spots. We were just on the creative side and it was early for them. But afterwards, they told us that they placed the ad, the radio spot in Portland, Oregon. We're like, why Portland, Oregon? There are not a lot of Latino Spanish speakers up in Portland. But when we go back even further to that story, I remember the client came to us and they said, okay, we want to reach the Hispanic audience. Here's our ad. There's a bunch of guys that play basketball every day and after they get done or every week, then they go down to the local Applebee's and they grab all the menu items and things like that. I'm like, well, that's an interesting story. They just wanted us to make it Spanish. I'm like, that's how relevant is that going to be? Because how many Hispanic NBA players do you guys know of? Now, why are you laughing? There's got to be one, right? Yeah. But what might be a more culturally relevant sport? Soccer. Soccer. Or what else? What else might be? Baseball. Baseball, yeah. Basketball? I was like, we've got to change some things. And so it's even the tiniest things like that, that if you don't stop and go just a little bit further to think about those different processes or your audience or where that media is going to be placed. For example, if I know that that media is going to be placed in Los Angeles, I'm going to have much more of a Mexican sounding speaker versus Miami or Florida where it might be more Cuban or Puerto Rican. Dominican might be up in New York City. But all depends on those little fine details of what's happening. Okay. So what now? What do you guys do now with this little bit of information? So what I'd suggest, number one, Hispanic research into your own product, service, or organization. Just doing some research into what is the audience we want to reach? Who's a target audience? So you were saying that you all run a non-profit organization, right? Who's your target audience? Everyone that speaks Spanish? What about, I mean are there English speaking? Okay, so it's mostly refugees. Okay. What are some other businesses or products that are out there that you guys might be trying to reach? Okay, wow. You might be looking for customers and employees. Yeah, wow, okay. Parents and school districts. Yeah. Which school district are you at? Okay, cool. I'm from USD 500. I see 100. Anything else? Groceries. Wow, yeah, groceries. Groceries are huge. Hispanics over-indexed in groceries. They go to the grocery store more often. They buy more fresh foods. They're major consumers in the grocery line. Not too long ago, we did some presentations in front of AWG Association of Wholesale Grocers. Yeah, and because they've got private label brands like Always Save and Best Choice. That was really hard because, I mean, when you look at Always Save and Best Choice branding the labeling, you really can't do much there to change it. So we had to come up with something interesting that might reach that audience without affecting design of the label. And so what we did is we did in-store audio promotions. So when you're in the grocery store, you might hear a story about a family who saves some money buying the Always Save product versus the more expensive private label brands. Yeah, yeah. So you know, sometimes you run into all kinds of limitations when it comes to marketing. Take the financial sector, for example. That's a highly regulated industry, and so you just can't go out and put copy out there. As you like, you've got to get it. It's very regulated on what you can say and where you can place it. Anything else? Any other products or services that are out there? Well, there's a lot because everything that you all buy, everyone buys, whether it's computers, mobile phones, tires for your car, oils for your car, groceries, whatever the case may be. Those things are being consumed by a really young, fast-growing audience. And again, with a spending power growing by 50% in the last five years. Imagine if you all made 50% more money now than you did five years ago. You'd be pretty happy with that, wouldn't you? Yeah, so that audience is growing really fast and young and spending a lot of money. So another thing to do is review your marketing material. Does it reflect diversity? Again, like I said before when I was telling you the story about the dentist brochure, make sure that look at it and just kind of give it another set of eyes and see, are we inclusive here? Do we show a variety of different people? Sometimes when I get a lot of bank marketing materials and I see one type of consumer all the way through the brochure, I'm like, wow, there's not any diversity in there whatsoever. And I'll take it, I'm going to flip it as well. If I just see brown faces or Hispanic faces, I'm still like, there's no diversity there. It just can't be ethnic faces. We're in America, we're all kinds of people here. So it just can't be one type. You can go too far with that. Not too long ago we were doing a video for a bank, a local bank, and they brought in all of their Hispanic and African American executives to be in this video, in this roundtable meeting. I was like, this is not good. Where's the rest of the team? This doesn't normally happen. And so we had to stop everything. We need to get a little bit more diversity in here. Well, we thought this was a diversity. That would come off fake to you. Exactly, this is not real. So that's the other thing. Ask if there's a plan. If not, start one. If no one's thinking about this stuff or no one's planning on it, because this audience is growing tremendously, we should start one now. And then start working on just getting some different eyes on that. But start a plan now and review some do's and do's and do's of Hispanic marketing. We've kind of gone through that. We'll put that slide deck out there. Now, one thing I want to share with you all, I get a lot of reports from Nielsen and different banks and Association of Hispanic Advertising Agencies. Add Week, thank you. And so when we get those things, I'm always happy to share those documents with people. They usually come in every year from different organizations. But if you like, contact me after the presentation or online or on Twitter. And I'll be happy to email you some of those documents that are a little bit more relevant for your particular industry. So be happy to do that. And this is where that's the company that we work with. And you can find me there. You can just find me on Twitter as a Nicholas Cigar as well. It's all one word. So thank you guys for coming. Is there any other questions I can answer for you before we wrap up? Yes. I mean, I can kind of Google that and see kind of what they're asking. Yeah. I cannot respond to that. Yeah. You know, I would just, based on your limitations, I would probably just respond back in English. Yeah. You know, a lot of companies and organizations, their biggest fear is that we can't do anything with that audience yet because we don't have Spanish speakers on staff. And that literally stops everything. I'm like, number one, why don't we develop the marketing material? And as we're developing the material, you guys can be looking for diverse bilingual employees as well. But in your case, since you might be a small business owner, one thing that I tell these organizations is that the majority of people who read this are bilingual, the majority of them. You know, that audience of just Spanish speakers, that's small. But not only that, but Spanish speakers generally have someone right there next to them who can read that and tell them what it means. So I wouldn't be fearful of that at all. Yeah. Exactly. That's awesome. That's a great story. Just trying. Yeah. You know, I mean, I don't know how many, if you guys speak any languages or anything like that. I try to pick up a little bit of every single language. You know, I mean, for example, I remember in college I learned konnichiwa watashi no nema yo niku desu. Which is, hello, my name is Nicholas in Japanese. And when I run into a person from Japan and I get to use that or if I use some Farsi or some Arabic, man, they're like, wow, that's cool. So you're right. Absolutely. Just trying. Just trying can make a huge difference. And people know that if you don't speak their language, you know, that's just the way it is. But if you make a tiny little effort, they're like, at least you made a tiny effort and that can make a big impact. Patience. Yeah. Mm-hmm. Yeah. Mm-hmm. Yeah. I give it a good example. Yeah. Yeah, I understand. I mean, it's, you know, when you're always constrained by budgets and team members, that's always the biggest challenge. But I'll wrap up with this final story. Not too long ago, I remember I was at an event, a nonprofit event down on the street where they had different booths and there was a person running for a political office. And when I started looking through their materials, I noticed something right away. Sometimes when you use those Google translator, those translators, they don't necessarily put all the accents that you utilize in those things. So, if you can imagine someone saying that they had 12 years' experience in doing so-and-so and this and that and I'm getting some smiles. What are you thinking? What do you think happened? What do you think happened? What do you think happened? And when you missed the tilde over años, what happens to that? It's not what you want. It's a completely different thing. I'll let you guys look that up. What años is versus años. But those are the things that can happen when you utilize those tools because they don't necessarily put the right accent marks on it and just that little squiggly line changes things from years to something very unpleasant. Very unpleasant. Anyway, thanks you guys for coming in. I appreciate it. Thanks for being a great audience and interacting with me. If you guys want to just ask me questions afterwards, I'm always happy to help and answer questions and to share some stories from experience that we've had in the past. Thank you very much. Hope you have a great WordPress day.