“Now we get calls from people who 
already know,” says Skriloff, whose public relations and marketing firm, Multicultural Marketing Resources, represents leading experts in marketing to Hispanics, Asian Americans, African Americans, and other groups. “I’ve gone from educating people about why they should invest in diversity marketing to telling companies how best to take advantage of this market.”

Diversity marketing is the practice of communicating to diverse communities with a targeted message that takes into account a market’s cultural differences and behaviors. It 
encompasses major ethnicities, such as African Americans, Hispanics, and Asians, as well as groups such as gay, lesbian, bisexual, and transgender individuals, senior citizens, and people with 
disabilities. Often also referred to as ethnic marketing or multicultural marketing, diversity marketing, at its best, forges a deeper connection between a business and its consumers that results in business growth and brand loyalty.

In order to achieve this, experts say, a business must do more than put a 
person of color or an individual representing a specific group on its packaging. The best diversity marketing practices demonstrate an authentic and meaningful understanding of a particular 
market, as well as a sensitivity to the 
audience you are trying to attract.

Room for growth
Why are so many businesses, both large and small, looking to diversity marketing as a source of revenue growth? Mainly because it makes good business sense, says Esther Franklin, executive vice president and director of cultural identities for Starcom Mediavest Group (SMG) Multicultural, which recently released a proprietary research study on African American consumer behavior designed to reshape the way marketers view and value the ethnic market. “There’s been a lot of press from the U.S. Census Bureau that indicates the minority market will become the majority much faster than was originally projected,” says Franklin.

According to the U.S. Census Bureau, minorities—now roughly one-third of the U.S. population—are expected to become the majority in 2042, with the nation projected to be 55 percent minority in 2050. “These facts are a wake-up call to businesses,” Franklin says. “Are we ready? Can we connect to audiences moving forward?”

The savviest businesses won’t hesitate to explore the market and figure out what it could mean to their bottom line, says Rebecca Illingworth Radilla of Radilla Advertising in Chicago, which specializes in the Hispanic, African American, and other rapidly expanding markets. “You want to capture this 
audience in its first generation,” she says. “That’s where you can start brand building right off the bat. Many 
companies are starting to realize this.”

For those companies that do take the plunge, the potential payoff is substantial. According to the Selig Center for Economic Growth in Atlanta, total 
annual buying power in the United States was projected to exceed $10 trillion for the first time in 2007 and will exceed $13 trillion in 2012. Multicultural markets, which wielded more than a fifth of the total U.S. buying power in 2007, will make up the lion’s share of that growth. To capture a piece of the market, experts say, you’ve got to be willing to put yourself out there. “A company may find a huge gap in its business model if it doesn’t do this,” says Andrea Slodowicz, 
media director at 
42Degrees at Mediavest in Chicago. “You’ve got to improvise in order to stay relevant. Companies that are static won’t succeed.”

Mastering the market
Because diversity marketing is so vast in its scope, some businesses may feel intimidated at first about exploring the market for fear of making a misstep. “Definitely an educational process has to happen,” says Slodowicz. “It’s not a one-size-fits-all solution.” One way to do this, she says, is to partner with the right people who understand the target market and who can help you fill in the knowledge gap, “because the market can be fragmented and complicated.” Here are other important steps to consider as you develop your marketing strategy.

Get to know the consumer

“This customer wants to be reached on a more personalized level,” says Radilla. 
Using consumer insights is the best way, experts say, of knowing whether your product or service makes sense for your target market. “Businesses have to roll up their sleeves and get out there, contact the centers of influence in their target communities, and find out if a market for your business truly exists in these communities,” advises Vilma 
Salaverria, vice president of multicultural marketing for Aflac in Columbus, Georgia. Relationship-building, she says, is key. “You may land a new customer immediately, but there may be some 
distrust in the beginning,” she explains. “A customer has to see that you care about the community.”

One way you can demonstrate your commitment, Salaverria says, is to focus on community relationships. “Sponsor a soccer team or health fair for women,” she says. “Join the local Hispanic Chamber of Commerce.” Grassroots tactics like these particularly make sense in an economy like this, says Radilla. “Never underestimate the value of community efforts such as working with schools or community groups,” she emphasizes. “That kind of PR and philanthropic 
effort can go far.”

Don’t play into stereotypes. “You don’t want to market to the myth,” says Franklin of SMG Multicultural. “You want to understand and see what the culture already knows about itself. At Starcom, we come from an inside-out approach, looking at motivations and behaviors first.” That’s where sensitivity comes into play, says Skriloff of Multicultural Marketing Resources. “One of the mistakes I’ve seen is an advertiser not looking at what is important to a particular group, such as how a family is portrayed on a commercial,” she says. “You don’t want to offend.” Hiring a team that specializes in marketing to 
diverse communities can help ensure that your outreach is effective and on point. “You have to know the market and not get overwhelmed by it,” Franklin says. “This will, in turn, drive innovation, connection, and engagement with the audience.”

Make sure your structure can support the outreach. This may mean adding certain accommodations, such as bilingual assistance on toll free customer service lines or bilingual signage in stores, Skriloff says. You’ve also got to make sure that the product you are pitching is appropriate for that market. “If you’re working with packaged goods, for example, you might want to make sure the product has instructions that are in Spanish as well as English,” says Slodowicz of 42Degrees. “Or maybe it’s a matter of taste—the flavor has to be appealing to the market. There’s a lot of trial and error involved.”

Look to businesses that are getting it right as role models
Companies such as Proctor and Gamble, Walt Disney, Coca-Cola, Dell, and General Motors have all been cited as businesses that have successful diversity marketing strategies. Proctor and Gamble, says Slodowicz, is known for investing in education in diverse communities. “You don’t have to make a big investment to see a big impact,” she says. And don’t expect to see results overnight. “It may take some time,” says Radilla. “But the return on investment is greater in the long run because brand loyalty tends to be greater.”

Making the investment
With many marketing budgets already spread thin by the current economic climate, some businesses may choose to use their general marketing strategy as a way of also reaching diverse markets. They do this at their peril, says Radilla. “General branding is not as cost-efficient now,” she says. “The amount of coverage you can get with a smaller budget, directed to a specific market, is substantial. You can get a bigger bang for your buck, and you can own that market.” She advises redirecting some of those general marketing dollars into local radio or newspapers, and, when you do, to make sure that whatever content you are using is appropriately done.

By taking your time to create a targeted message that speaks to a particular community, you demonstrate your commitment, and the community responds in kind. “If we promote our brands in a culturally relevant way, and give great customer service, we will make the customer happy,” Salaverria says. “A customer who is happy will stay.” DW

Vanessa K. Bush is a freelance writer and blogger who contributes to a number of publications. She and her family reside in New Jersey.

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Collecting lots of business cards—or, in today’s world of LinkedIn, Twitter, and Facebook, accumulating “connections,” “followers,” or “friends”—does not automatically result in a cadre of individuals who will be a resource and offer support for professional endeavors. Rather, the foundation for a cadre or career network comes from solid professional relationships that are built on trust and are mutually beneficial. The old adage still holds true that quality, not quantity, matters. Having a thousand contacts can be meaningless when information, access, or assistance is required. As you move forward in your career, you want to place emphasis on building relationships, not gathering names. When you call upon these people, the likely result will be committed actions that can  achieve a desired outcome.

To build a cadre for resource and support, turn to the attributes that are essential to friendships, the four Cs—care, contribution, courteousness, and commitment.

Care

People typically help those with whom they have an affinity, reference, or context. Therefore, you want to show a genuine interest in other people and what they do. Get to know how they became involved in a given activity or profession. Ask about their challenges and what keeps them up in the middle of the night. Inquire about their goals and aspirations. When they answer your questions, be sure to listen.

Contribution

Career networking requires planning and strategy: you need to know what you want from others and to what end. Having a preliminary focus on your desired outcomes and intentions can serve as a guide to direct relationship building. Are there individuals with certain skills, talents, and experiences you would like to have in your cadre?

Mutually beneficial relationship building is a two-way street. Not only is it important to know what you want from the relationship, but it is key to assess what you have to offer. What skills, talents, experiences, or other resources can you provide? How can you support others in nonfinancial ways, such as sharing existing relationships that could be beneficial? What contributions can you make in time or money? What are you committed to helping others with? By answering these questions, you will know your value and what you bring to the table.

Courteousness

Listening to others as well as talking to them is a cornerstone of building relationships. In your interactions, remember to follow basic manners and the golden rule, “Do unto others as you would have done unto you.” This is particularly important when returning telephone calls or answering e-mails. Replying within 24 hours or on the next business day or, at a maximum, within 72 hours demonstrates interest and commitment.

Recognize, however, that not everyone follows such practices. If you are trying to reach someone who fails to get back to you in what you determine is a reasonable time frame, don’t overreact. There is a fine line between being persistent and being a pest. Others may have obligations and responsibilities that prohibit a response in your expected time frame. Treat them in the manner you would desire if you were in a similar situation. If your reason for contacting someone is truly urgent, say so in your initial communication.

People have different levels of sensitivity. Some may treat what you consider an innocuous statement as a slight and even carry a grudge. Make a conscious effort to be mindful of what you say, and if you think you may have said something hurtful, resolve it as soon as possible. A quick mea culpa can make the difference in continuing to nurture and develop mutually beneficial and trusting relationships.

If someone has helped you, acknowledge the contribution. In this age of hurried communication, the old-fashioned, handwritten thank-you card can be greatly appreciated. Also, try to help others who have given you an assist. You can extend an invitation to an event that may be beneficial to their endeavors and follow up on their requests by forwarding information that may be useful to their pursuits. These gestures can make a difference in building a cadre.

Commitment

Developing a cadre is an ongoing process that evolves as professional objectives change. By investing in yourself, you can meet others and keep expanding your circle. You can attend workshops or classes that enhance your skills; volunteer with professional or industry organizations, nonprofits, or religious or community groups; or join alumni chapters or boards of organizations. These activities provide opportunities to meet others who may share your interests, passions, or desire to build a cadre. As in forming and nurturing friendships, developing a career network does not occur overnight. Each interaction requires intentionality and commitment, as well as time and effort.  DW

Ritta McLaughlin is a municipal finance specialist in Washington, DC and New York.

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Networking/Community

It used to be that teenagers gave their old school parents fashion and music advice. Well, now, they are teaching us how to grow our businesses. Online communities and social networks, once largely the purview of teenagers and college students, have grown up. These sites can help you find old colleagues and connect with new ones and tap into the experiences of a readymade community of business professionals. One of the best sites is LinkedIn, which lets you pose questions to the community. For example, rather than wondering if it’s worth attending a particular trade show, you can get the inside scoop directly from people who attended last year. Or you can conduct a virtual “focus group” to get feedback on a new product idea. You can also post job openings and join groups to discuss issues relevant to your business. Facebook offers many of the same features and can be a useful venue for entrepreneurs who want to reach a younger demographic.

And you don’t necessarily need to join the biggest online community. You only need the right community—the one that serves your specific business niche and/or connects you with people whose experience best informs your own venture. Lisa Levin-Cohen, founder of travel accessories company Pack Happy, has found tremendous value with www.nedandshell.com, a resource “for all things start-up and stylish.” In addition to online content and a shared community, this outfit sends weekly e-newsletters covering hot style trends, and Pack Happy has had great results advertising there.  A niche website like this might not reach as many people an email blast from Bloomingdale’s, but it reaches the right ones for Pack Happy.

Your vertical industry probably has similar opportunities – you just need to find them. A good place to start is by visiting the online edition of the trade magazines serving your niche. You should also visit the sites where your prospective customers are hanging out and sharing their thoughts. Got a tech-related business? Get advice and support from your peers at SheBusiness, but you should also spend some time with the GirlGeeks to get inside the heads of those who might use your products. Running a business that sells scrapbooking supplies? Creating Keepsakes and Memory Makers magazines both have community areas on their websites, but you’ll find just as many creative ideas and inspiring conversations at Craftster, which boasts more than 100,000 members. Get involved in those discussions, and you’ll reap marketing and PR benefits along with networking and lead generation

Build Your Web Presence

Whether you sell directly from your website or not, your company needs an online presence. To secure domain names, visit Register.com and find out what URLs are available. Register.com will also host your website and offers search engine optimization (SEO) services to ensure your site turns up at the top of the list when someone does a Google search. In addition, you can advertise on large search engines, such as Google (Google AdWords) and Yahoo (Yahoo! Sponsored Search).

If you want to create buzz about your product or services, consider setting up a blog. WordPress and TypePad offer simple, free blogging tools, but they can also meet other website needs for a small business, such as letting you post video and podcasts, publish RSS feeds, monitor and analyze site traffic and more.

Looking to Hire

As your business grows, you’re going to need human resources. Countless online job boards allow you to search posted résumés or submit your own job openings (www.Monster.com, www.HotJobs.com, www.CareerBuilder.com).  But if you’re a small business, you might not have the need – or ability – to add full-time staff to your payroll. That’s where websites like Elance.com, Guru.com, Rentacoder.com and MyBusinessAssistant.com come in. These are online marketplaces where freelancers advertise their services and companies find project-based contractors. Elance, for example, operates like an auction – freelancers “bid” on projects that interest them, and companies review bidders’ hourly rates, experience, work portfolio, etc., to narrow the field.

Of course, Craigslist is the granddaddy of all job boards. It’s cheap to post an ad, and virtually everyone in the market uses it. If you’re not looking to hire, you can utilize Craigslist to sublet or share office space—and then find affordable furnishings for it!

E-commerce

Want to sell direct? It’s not that hard to open a store—if you do it on the Internet. Destinations like Amazon.com and eBay both allow retailers to establish their own storefronts utilizing the sites’ shopping engines and back-end technology. If you build your own e-commerce site, check out the hosted shopping cart services from providers like www.GoECart.com, www.Securenetshop.com and www.GoMerchant.com, some of which also can handle credit card processing for you. Other companies that can act as the link between merchant businesses and credit card/electronic check payment processing networks include www.Authorizenet.com and www.CyberSource.com.

Inspiration and Support

Sometimes, all a hardworking entrepreneur really needs is a sympathetic ear. Countless organizations exist to offer advice, support and resources, and many also have online communities, discussion areas and information libraries that you can access 24/7. At the broad end of the spectrum are websites of government agencies like the Small Business Association, SCORE, the IRS and your local Chamber of Commerce; and general business trade groups like America’s Small Business Development Center Network, the Center for Women’s Business Research and the Women’s Venture Fund. Drilling down, there are likely to be websites of organizations dedicated to your particular geographic region, industry, demographic and so on. Many are geared specifically to women and minority entrepreneurs. One of the most comprehensive directories of women’s small business groups can be found on the Bankrate website.

Here are just a few examples:

Ladies Who Launch – http://www.ladieswholaunch.com

Startup Junkie – http://startupjunkie.com/services

Women’s Initiative for Self-Employment – http://www.womensinitiative.org/index.htm

The Entrepreneurs’ Organization – http://www.eonetwork.org

Startup Nation – http://www.startupnation.com

Renaissance Entrepreneurship Center – http://www.rencenter.org

Women Owned – http://www.womanowned.com

Diversity Resources

United States Hispanic Chambers of Commerce – http://ushcc.com

U.S. Pan Asian American Chamber of Commerce – http://uspaacc.com

National Black Chamber of Commerce – http://nationalbcc.org

National Alliance of African American Chambers of Commerce – http://minoritychambers.com

Hispanic SMB – http://www.hispanicsmb.com

eSmall Business – http://www.esmalloffice.com

Proposal Writer – http://www.proposalwriter.com/small.html

Small Business Notes – http://www.smallbusinessnotes.com/interests/africanamerican.html

MWBE – http://www.mwbe.com/res/resources.htm

Being a small business owner can be a tough and lonely business, but, thanks to the wonderful world of the Web, you’re never alone. In addition to benefiting from the wisdom of other women entrepreneurs you’ll meet online, you’ll feel richly rewarded by giving back to the community and sharing your own lessons learned.

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