Mr. Robinson accommodated by introducing the client to the nation's exploding Hispanic market, where there is $600 billion in disposable income annually and where demand remains strong for Western boots, buckles, and other gear.

"The Hispanic population is a young population and it is hungry for goods, services, and experiences," Mr. Robinson, a Latino market specialist, said yesterday in an interview at a Toledo seminar on the subject.

About 50 local sales professionals attended the event hosted by Owens Corning at its downtown headquarters and sponsored by the Ohio Business Development Center at the Toledo Area Chamber of Commerce and other groups.

Participants ranged from beer sellers to luxury auto importers.

"I want to create an awareness that there is someone who is bi-lingual in my field," said Efrain Moreno, who sells Mercedes-Benz and Audi vehicles at the Vin Devers dealership in Sylvania.

Like many at the seminar, he foresees huge growth in the Latino market. "If you're ready, you'll ride the wave. If you're not, you'll get left behind," he said.

Latinos comprise the nation's largest minority group, noted Mr. Robinson, president of the La Verdad agency in Cincinnati.

Some firms, such as consumer products giant Procter & Gamble, spend big to woo Latino buyers. That Cincinnati firm devotes $170 million of its $2 billion annual advertising budget chasing members of various Latino ethnic groups, Mr. Robinson said. Other big spenders include Sear's, Bally Fitness, and Yum! Brands, owner of KFC, Pizza Hut, and other fast-food chains, he added.

Many firms, however, continue to insist that they "treat everyone equally" and have no reason to tailor appeals to individual ethnic groups. "It's naivete," said Mr. Robinson. "We have different attitudes and needs.

Added magazine editor and Toledo community activist Margarita DeLeon:

"With Latinos, you can't just say Pampers are the best diapers in the world. You have to have an emotional connection about why this is better for you."

Mr. Robinson urged firms to avoid common pitfalls like snagging a Latino employee in the nearest cubicle when designing Latino-focused campaigns or translating documents. Often, employees are one or two generations removed from the home country and lack formal training in Spanish. "Turn to a professional," he said. "This is your image to the world."