How does Wells adapt its branches to the Hispanic culture?
Marketing materials are in English and Spanish. Employees in branches in Hispanic communities are both bilingual and bicultural. We hire from the local area. Branches serving Hispanic neighborhoods have a Latin-style decor and play Spanish-language radio in the background. Because many customers come in with their kids, branches have long benches for the kids to wait on and are stocked with coloring books. Q: How does the bank get the word out about its services? A: While we do buy advertising on Spanish language TV and radio, ads aren’t always the best way to go, because of the informal communication network in this population. And many unassimilated Hispanics do hesitate to come to our branches. So more than a year ago, we started hosting in-home seminars in the heavily Hispanic community of Pacoima, Calif. It works because many Hispanics feel more comfortable being in a friend’s home. Q: What occurs during an in-home seminar? A: Typically, one host will invite 15 or so friends, neig
