No Matter Which Color,
All Minorities are Green

America continues to take in more immigrants each year than all of the other countries in the world combined! About one in every ten people living in the United States was born in another county. Whether Asian, Hispanic, or Black, minorities are a substantial buying power. It is in the best interest of the business owner to target all people: no matter which color, all minorities are green! To make minorities feel welcome and appreciated, target their special needs.

DON’T MAKE THE MISTAKE OF THINKING ALL MINORITIES ARE ALIKE!

Hispanic people are from Mexico, Puerto Rico, Cuba, South and Central America, Spain, and the Caribbean, among others. Asian people are from China, Japan, Philippines, Korea, and Vietnam, among others. Black people are from Haiti, Africa, and other places from all over the world! You cannot afford to make the mistake of making a generic depiction of a "minority" based solely on their color. Marketing campaigns should target a specific minority group, as it is virtually impossible to target all minorities with a single ad. Remember immigrants came over at different times. Some minorities are acclimated to U.S. culture, while many are still adjusting.

LEARN AS MUCH AS YOU CAN ABOUT YOUR POTENTIAL CUSTOMERS’ TRADITIONS AND BELIEFS

Show respect in your advertising and other promotional efforts for a particular culture’s holidays, ceremonies, colors, and the meaning of symbols. The best way to do this is by making contacts within the target community. Use these contacts as an informal focus group. Small business owners should survey customers to gain opinions. Talk to your local chamber of commerce. As in many other areas, Virginia has its own Hispanic Chamber of Commerce (www.vahcc.com) which can serve as an excellent resource when trying to generate ideas and information.

BE CAREFUL WHEN TRANSLATING ENGLISH INTO FOREIGN LANGUAGES Establish a general marketing concept, then get a native speaker of the language to help you translate what you want to convey into the foreign language. English is tricky. Avoid dialects. When targeting Spanish-speaking people, use informal language. Know the culture of the group you are trying to target.

USE THE NATIVE LANGUAGE MEDIA OF THE GROUP YOU WANT TO ATTRACT

Minority groups tend to be geographically concentrated, so placing an ad in a foreign-language newspaper or on a broadcasting show is a great idea to reach a large group of people for a relatively lower cost than advertising on a mainstream medium. If possible, advertise in the foreign-language telephone book, used "like a Bible in a minority community".

SPEAK THE LANGUAGE

Employ staff members who speak the language of the people you are trying to target. Make sure fliers and signs posted in your establishment are in the language too, to make them feel welcome. Cultural sensitivity will spread by word of mouth through your target group!

REJECT STEREOTYPES AND CLICHÉS

Create positive images that are meaningful to customers that you want to serve. Hispanics generally see themselves as upbeat, lively people and appreciate advertising that conveys a sense of pride for providing for their families. In general, they do not identify with overt materialistic displays of success. Asian consumers appeal to themes of family togetherness, security, and respect for elders. They value education, literacy and musical culture, and have a strong sense of community.

SHARPEN YOUR SENSITIVITY TO CULTURAL SLURS OR TABOOS

No matter how good your intentions, you could do something to violate your minority customers. Make sure your slogans and advertising is appropriate for the culture you are trying to target. The best idea is to have promotional materials reviewed by members of the minority group or groups being targeted.

HIRE A SPECIALTY ADVERTISING AGENCY OR MARKETING CONSULTANT

If you can afford it, hiring a professional is money well spent. They will be responsible for the language used and the culture of your focus group. If this is not feasible, assistance is generally available from the advertising department of local ethnic newspapers, radio, or television stations. Don’t be afraid to draw on the expertise of your own staff.

BE PREPARED TO "EDUCATE" YOUR AUDIENCE

Many minorities are skeptical of official proclamations or messages. Point out the good things about your product. Provide demonstrations or free samples when selecting from a wide range of choices. If your product is priced on the high end of the field, be sure to point out the quality.

GET INVOLVED WITH THE MINORITY COMMUNITY

Most importantly, get involved personally in the group you are targeting. Sponsor or help promote a cultural event (ethnic festival or holiday). This will build name recognition and your business will spread through word of mouth, building up customer loyalty.

BOTTOM LINE: Know your customers and their specific needs! Be patient! Long-term goals have to be approached with long-term strategies! The effort is bound to pay off!

A NOTE ON HISPANIC POPULATIONS:

The U.S. Latino population is expected to surpass that of the African-American population in the near future. The buying power of Hispanics runs in the billions of dollars nationally and in the millions of dollars locally. Business people cannot afford to shrug off this demographic phenomenon! Hispanics are younger than the mainstream population and have a high birth rate. This and immigration account for the census projection showing that in the year 2050, one out of every four Americans will be Hispanic.

Hispanics show an entrepreneurial spirit. Businesses owned by Mexican-American women represent the fastest growing segment in the national business community.

As culture dictates, Hispanics are turned-off by sales pressure. They would rather walk-away than be pressured. Spanish-speaking meetings are appreciated, as are last names and handshakes. Having a great respect for age and authority is a large part of Spanish culture. Many Hispanic people will rely on the word of the owner of a business when they might distrust a sales associate or lower-level staff employee.