Vision Marketing

When I’m asked by business owners how they can get a bigger share of the Hispanic market or any ethnic market, I first answer with a question. When I’m asked about online marketing or social media, I respond with the same question: “Do you feel that your current communications are optimized?” I see too many advertising campaigns and other marketing efforts go to waste because the business owner has not yet gotten the basics right for their  general-market communications. So my recommendation is to optimize the basics of your marketing before you pursue other market segments. Clarify your unique market position and optimize your product offer and messages before spending additional money on marketing tools or spending any hours on social media. So my #1 ethnic marketing truth is really my #1 recommendation for any business or organization that is asking how can they attract more customers, donors, members, etc. Once they have the basics, then we can start talking about culturally relevant strategies and messages.  — Elena Miramar