What Companies Get Wrong When Marketing to Minorities
Instead of using focus groups, conduct your own research. Ricardo De La Blanca Brigati, chief executive officer of DLB group, a $10 million marketing firm that does business in the U.S., Spain, and Latin America, answers questions about marketing to minorities.
Too many companies are making little effort to have a minority spokesperson therefore missing a potential market for their services or products. Companies seeking to tap into those expansion markets celebrate the best parts of minorities’ lives and ethnicity by using attractive marketing. If not familiar with ways to reach out, companies conduct observation and research on their own or hire consultants to assist them. For small and midsize businesses other options include using word of mouth at events and promotions which can be a less expensive marketing tool.
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