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Studio Latino Teaches 'Latino 101'

27 Sep, 2005 By: Angelique Flores

It's back to school not just for kids but also for retailers.

Studio Latino has debuted its “Latino 101” program to guide buyers, retailers and consumers past some of the challenges in the Latino DVD market.

Under the program, Studio Latino has developed the Latino Starter Kit. It's an instant in-store “Latino section in a box” that contains 26 of the distributor's bestselling titles, the booklet The Latino Market Made Simple: 12 Proven Strategies for Winning Over This Lucrative Market, and Spanish-language merchandising support materials, including two window clings, a header card and bin cards. The kit is priced at $388.29.

“It's easy, affordable and complete,” said Concepcion Lara, SVP of business development and marketing for Studio Latino, a division of Ventura Entertainment.

The kit is now available exclusively through wholesaler Video Products Distributors (VPD). A VPD discussion with Studio Latino resulted in the idea for the kit. When the exclusive deal expires in mid-December, a national rollout of the program will begin.

With the Latino Starter Kit, stores that aren't in the Latino market can test it with a small amount of money and little confusion, Lara said.

“It is a simple and methodical way of targeting the market,” she said.

The Starter Kit gives buyers, who may not be well versed in Latino product, some of the top-selling product, handpicked by Studio Latino, Lara said. It also offers signage and marketing guidelines to help the product find its audience at retail.

“It benefits everyone across the board,” Lara said.

The titles in the kit are a cross section of Studio Latino's top sellers in a range of genres, from children and family to foreign and drama.

“There's something for everyone in the family,” Lara said.

With the growth of the general market slowing down, everyone is looking to get into niche markets, Lara said.

“It can be a significant challenge,” she said. “[The Starter Kit] does away with that obstacle and creates a bridge.”

The mainstream market is aware that large numbers of Latinos populate cities like Los Angeles, Chicago, Miami and New York. However, Lara said, the population is moving into other cities traditionally not thought of as Latino.

“Anyone, anywhere, anyplace will be able to have a Latino program,” Lara said.

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