Evolving Small Business Marketing
Customized small business marketing to ethinc/multi-cultural customers is evolving from opportunity (neglected by most small business owners) to necessity. I’ve written about this before, off and on, over the past several years.
Given that “demographics are destiny”, you can no more afford to ignore this than the disappearance of middle class, the boomers, or the collapse of geographic boundaries.
The Walt Disney Company, which already publishes several very successful magazines including Family Fun, has launched its first Spanish language magazine this month, Disney En Familia…which will initially be sent to 350,000 Hispanic families selected from Disney’s own customer database, with children between ages 4 and 12.
Covers will feature Latino celebrity parents. It’s my opinion that wherever Disney goes, you should follow. Of course, it can be an expensive proposition to convert and clone all your advertising, marketing, web sites, e-mail, etc. to a second language. But that says many will be reluctant and late, giving competitive advantage to those willing and early.
