Our Marketing Services
We operate on the simple principle that Multicultural Marketing
is no different from other targeted marketing. It does not require that you yourself be of any particular race or ethnicity
to be effective. But as with all targeted marketing, it does require that you are thorough, clearly understand the nuances
at work affecting the targeted segment, and that you apply appropriate marketing disciplines to locate your prospective customers,
understand their needs and select the best strategies and medium to connect and convert them from prospect to buyer.
Value
Proposition
We will help you improve profitability through more effective
targeting, data collection, analysis and strategic application.
Multitasking. – It’s not that people can’t market to these
targeted segments or are not trying to market directly to them ... they do. Our experience is that they are multitasking and
are therefore not as effective as they might otherwise be. It is one of many things that must be done in a very limited amount
of time and therefore it does not get the focus needed to be most effective. We single task the effort for you, getting it
done quickly, cost-effectively and well.
Segment knowledge – Understanding of the targeted segment is frequently limited
in depth, gathered from traditional sources and subject to unintentional bias. Because this is unfamiliar territory, marketing
managers will spend significant amounts of time and money trying things that “should work”, “might work”,
hoping to stumble upon the right strategy to penetrate and convert the targeted segment. We apply methods that “do work”.
Proven techniques informed by specific knowledge of the segment from a network that includes not only the traditional marketing
information resources and organizations, but also a network of CMOs, CEOs, Presidents and Vice Presidents of Fortune 100 companies,
plus the nations preeminent minority marketing organization, providing leading marketing strategies that work.
Experience –
All too often strict performance measures are not connected to marketing efforts. We establish the metrics that matter to
you up front. With you we agree on what will constitute success and how ROI will be calculated at the end of the project.
There will be no question as to the effectiveness of your project.
Return on investment measures – The most common mistake is applying general market strategies to targeted
market segments with inadequate planning. While it is true that we have more in common than we have differences, it is the
understanding of those differences, valuing them and speaking to them that makes the most effective marketing. Few marketing
organizations have access to people with real world experience focusing on these targeted segments. Major agencies subcontract
to “specialty firms” then mark up the service to you. Through our network we bring you “Madison Avenue”
quality at local and regional prices.
