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Which Targeted Segment Are You Marketing To? Part I:

Which Targeted Segment Are You Marketing To? Part I:
Multicultural, Ethnic Spaces

We have become not a melting pot but a
beautiful mosaic. Different people, different
beliefs, different yearnings, different hopes,
different dreams.

~Jimmy Carter

Ethnic decor — whether you are a member of the ethnic group or just have a great love of the artifacts of the group — is more a sentiment than a science. This has to do with art… with culture. When you say country, modern, French, Victorian, et cetera, an immediate picture comes to your mind.

Ethnic groups — for example Latinos or African Americans — view the world and services or products from a totally different viewpoint than Caucasian Americans. Their cultural standpoint, lifestyle, values, and taste are all different from the mainstream. This phenomenon transforms into unique product selection habits, buying processes, and manners in using products, for a particular set of goods or services.

The arena is wide open, in an international field, for ownership in ethnic markets. What exactly does this mean, when we say a targeted market is ownable? If something is ownable, then it is possible to have or possess that item, as property… or, to have control over it. In our discussion on marketing to certain segments of ethnic populations, this simply means that you have cornered a section of that market, and have developed a group of steady, satisfied, loyal customers. They will look to you for solutions and products, before going elsewhere.

For you as a business owner, the first step to finding ownable ethnic market spaces is to discover which groups of ethnic customers are either underserved, or are not actively being targeted by any industry’s product or services. You define the gap, and proceed to fill the need! A business owner will look for an ethnic market space with a differing set of values and perceived needs from mainstream consumers… which, in the USA, are Caucasian Americans. You will be surprised and delighted at these differences.

The most commanding element of discovering an untapped market of ethnic customers is the perceived need — which migh be basic functionality, or extra comfort or luxury. One might believe that this is also accurate for the general market, but a savvy marketer understands that this discernment of need might be widely different from mainstream buyers.

An additional key factor for locating potential monopoly spaces (Definition: You have garnered a large, responsive area of a broad target market. They are loyal to you for having met specific needs) is to scrutinize ethnic spaces overlooked by your competition.

Even in the multicultural marketing plans of the most progressive businesses, often entire ethnic groups are viewed heterogeneously (consisting of dissimilar elements or parts; not homogeneous, which is of the same or similar nature or kind) Particularly for Latinos, this is a big mistake. Latinos have a large number of sub-groups that are the outcome of many major factors such as country of origin or Spanish language usage, to name just a few. African Americans have many sub-groups as well, having to do with Northern versus Southern locale, new residents whove arrived from foreign countries, and a variety of age-related groups. To many marketers, these ethnic niches are literally invisible. Luckily, this creates the ideal opportunity in many industries for businesses to pick out and gain control in valuable niche spaces within Latino and African American shopper audiences.

Strategically, it is important for a marketer to cultivate deep relationships with their particular ethnic audience. This connection is specifically important for companies offering services or products that differentiate themselves in the marketplace.

Perhaps this topic has excited you and you are becoming certain that you would be successful in a given ethnic marketplace. However, you are wanting to know exactly where to begin. Your solutions are probably all around you… from your home, to the restaurants and other businesses you visit, to the books that interest you at the library. Look around your home for ethnic home decorations that youve collected, to provide you with some inspiration. Items such as art works could lead you to specializing in low-cost, small framed posters, or art work that features your chosen ethnic groups country.

Truly, the world is your bonanza! Tapping into and creating ethnic space monopolies should be the goal of every ethnic marketing plan. Research, as well as fostering close relationships within your chosen group, will lead to a successful business in previously untouched markets. Learn to deeply communicate, even if this means learning another language!

If you talk to a man in a language he understands,
that goes to his head. If you talk to a man in his
own language, that goes to his heart.

~Nelson Mandela

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