How to Reach Your Target Market
Marketing an Ethnic Products and Services Business
Trying to market an ethnic products and services business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.
In an ethnic products and services business, the line between success and failure is based on more than the execution of core competencies.
A robust marketing plan cements your company's relationships with customers. Great marketing is good business -- and it begins by integrating a handful of proven marketing concepts into your ethnic products and services business's business model.
Competitive Awareness
Competitive awareness is the starting point for creativity in marketing. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other ethnic products and services businesses, there's a good chance that you're missing something. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.
Give Word of Mouth Marketing a Try
Most owners of ethnic products and services businesses rely on a certain amount of word of mouth marketing buzz to communicate brand values and product messaging.
As a rule, your marketing strategy should include mechanisms that encourage meaningful brand conversations and spread the good word about your business. At the same time, you need to be wary and vigilent against potential negative word of mouth regarding your company and take appropriate actions to combat a negative buzz.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The key to effective PR is to use nuanced messaging to attract the attention of reporters and media representatives. If reporters smell promotional content, they will back off from the story or create their own narrative.
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