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Robert, Faheem, Tracee, Kewal,
Lois, Hernando, and Dorothy are account executives for a small but rapidly
growing company. Their ages range from 23 to 59 years old; two are single, two
are married; two have domestic life partners; three are child-free, three are
parents; one is gay and one is blind; one is caring for a parent and two
children; two are single parents. There are four languages, and six
religious faiths represented by this group. This is diversity!
The word, diversity, simply means differences or variety. As used when referring
to the American workplace and market, diversity refers to the many differences
present among people today that were not recognized in large numbers in the
past. In addition to targeting the "mainstream" market, the following
suggestions will help you creatively develop a presence within the
"emerging marketplace."
It is important to build your knowledge and understanding of different groups,
so that you do not rely on biases are stereotypes that exist due to
lack of information. Additionally, you don't want to offend people simply
because you were not aware of multicultural behaviors. For example, the
American "bye-bye" gesture means "come here" to some people
from Southeast Asia. Some Koreans can interpret smiling during business
transactions as frivolous behavior. Do your homework by conducting research on
the Internet, talking to people in the group you which to reach, and getting
involved in organizations whose members are representative of the group with
whom you wish to do business.
Utilize the following resources to expand your knowledge and then explore ways
to shamelessly promote your business:
www.imdiversity.com
www.diversityinc.com
www.yahoo.com/societyandculature/culturesandgroups
The Diversity Advantage: A Guide to
Making Diversity Work, Billings-Harris
Multicultural Manners, Dresser
Profiting in America's Multicultural
Marketplace, Theiderman
Gendersell, Tingley
The most effective marketing techniques help you build a lasting relationship
with your prospects and clients. This is especially true for emerging
markets. The decision makers are interested in knowing whether you are
interested in them as people or if you just want their dollars.
Developing relationships is a long-term process, and has big pay-offs.
Whether you own a motorcoach company, or sell financial services the
opportunity for a win-win relationship is limitless. Theses suggestions are
targeted to emerging markets, however the concepts work with any market.
Start today by selecting at least one of the ideas below and implementing a
plan.
-Write articles for trade publications that target the markets you want to
reach.
-Buy ad space and use it to write quick tips and techniques.
-Give fun million dollar bills to prospects, network friends etc. with your
contact information on the back. Source - www.milliondollars.com
-Create a postcard size newsletter with fun information and send it to a
targeted database quarterly.
-Create ad banners for the athletic websites of HBCU's and their athletic
conferences.
-Hire a marketing intern to research segments you want to reach (ethnic, Gen Xer,
Millennials, seniors, etc.) assignment: research and document contact
information of special interest groups, media outlets, publications etc.
-Contact Division I - athletic conferences for Historically Black Universities
and Colleges (HBCU's): Mid-eastern Athletic Conference (MEAC) 336-275-9961;
Southwest Athletic Conference (SWAC) 205-251-7573 Sponsor events, hire interns,
place ad banners on their websites etc.
-Become a guest lecturer at local educational institutions, libraries, and civic
organizations whose student attendees are your target market.
-Offer your own course through community colleges and programs for
non-traditional students.
-Send customized (include logo and your contact information) thank you notes to
everyone for everything.
-Send unique holiday cards that arrive the day after Thanksgiving. Continue this
action every year to develop an identity with the receivers.
-Place your photo on your business card to help prospects remember you.
Source: www.daicolocard.com
-Sponsor quarterly or yearly "champagne teas", held in an intriguing
location to target women for your product or service.
-Sponsor/support athletic and student group events (eg. ethnic sororities and
fraternities).
-Join specialized chambers of commerce: African-American, Hispanic, Asian, and
women.
-Create an award/list, patterned after the Fortune 500 lists that relate to your
product or service. Examples-America's 50 Best Companies for Minorities;
Reidsville's Top 10 Most Creative. Develop
a process for nominations, and selection, including a media event to announce
the winner.
-Offer or sponsor a free teleclass to discuss aspects of your product or
service, or sponsor a speaker who will reach your target market. Resource:
www.teleclass4u.com
-Put free information on your website that
will draw new market segments, then let everyone know about this service via
your business card, voicemail and anything else with your contact information
listed.
-Sponsor segments of conferences and conventions held for your target market.
-Buy the desert for one day for meetings held at your convention center if your
product is food.
-Supply the centerpieces with your contact information on the bottom.
-Place creative ads, or fun coupons in the conference program.
-Sponsor the music one evening for an event for the Asian, African-American,
Hispanic or women's chamber of commerce. Contact your state chamber of commerce
for information and listings.
Management guru, Tom Peters says in his book, The Brand You 50, "You
are the C.E.O. of your life." Take charge of your personal and business
branding through shameless marketing. Have fun while you grow your success!
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