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Debates on immigration and assimilation certainly won’t be fading any time soon. But while politicians fight it out the fact remains that the growing Hispanic populations have increasing buying power. And companies are making sure to reach out to these markets. The question is: What’s the best strategy? The answer: Keep it real—as in authentic.

It takes more than just speaking the language to make a connection. Companies are tapping into consumers’ passions by creating events that engage people on their own turf.

Once upon a time nightlife events consisted of attractive men and women dropping into bars and nightclubs wearing tight t-shirts and armed with samples. But as with every other experiential niche the old reliable tactics don’t cut it anymore. Nightlife programs must engage for more than a night to hit the mark. Four keys to successful nightlife marketing:

The demo in your trade show exhibit draws a crowd. Customers and prospects are mesmerized by what they see. They’re doing exactly what you want them to do: thinking about what your innovation could do for their business. Now what?

Too many trade show demos stop short. “You have to use the demo to segue to the next step or you’ve wasted your money ” says Emil Mellow visual merchandising and trade show director at Armstrong World Industries. Use these five tips to help your demo close the deal:

To drive viewership for its new film “Recount ” the behind-the-scenes story of the 2000 presidential election and the controversial Florida recount HBO on Tuesday staged live voting events in two major cities. Visitors to Union Square in New York City and shopping center The Grove in Los Angeles had a chance to jump into one of 12 actual Votomatic voting booths used in the 2000 election in Florida and punch out the butterfly ballot’s now infamous chads to see if their vote got counted or compromised by the paper-based system.