Sometimes Old School is Still the Best

I am at the Memphis Minority Business Council's Economic Development Fair today and was there yesterday as well. I have been trying to be more "green" and have been doing a digital business card instead of an actual paper card--to save the trees. Wow, no bueno! While most people are generally amicable with the, "I'm green...saving a tree" bit, it is still an uncomfortable moment not to have a physical card to give them.

*Sigh* I guess everything can't be green. As such, I am blogging today from McDonald's as I wait for Office Depot to print my emergency cards.

This made me think about the numerous questions I get weekly, even daily, about where the future of media and communications is going and how releveant paper anything (cards, newspapers, magazines, etc) will be in this truly electronic age. I am a big fan off all things technology and make a business out of social media, the internet, etc. I believe in it and am vocal about it. However, I do believe that paper still has a place in the world.

Let's look at a few examples:

Press/Media Kits
Anyone serious about business, whether mainstream or entertainment, should have a press/media kit that details their business, music, etc. Digital press kits are fantastic because they can be as beautiful and interactive as you, or your designer, makes them. They can be sent to media outlets and potential clients for free by e-mail. They can also be shared easily the same way. On the con side of DPKs, there are many items, like promotional items, that can only go into a physical, printed press kit.

Business Cards
Of course I am going to touch on business cards. Let me tell you from my very short experiement, digital cards are great for follow-up, but a paper card seems to win. Other areas may be different, but in Memphis, TN. paper cards are the law.

Newsapers and Magazines
Yes, mainstream newspapers and magazines are struggling and closely daily. Web magaines (also called webzines)are becoming the go-to sources for news. One community is reading, and invested in, creating new magazines and new papers weekly--the Hispanic community. In the Hispanic community (at least in the Southeast)the majority of their news comes from newspapers and magazines. They also keep these periodicals for at least 2 months. They are almost always free. Publishers are finding cheaper ways to produce top quality products with little to no overhead.

~These are my two cents, what do you think?

Doing Business in the Hispanic Community is Business Not Personal

I have spent a lot of time lately talking to business owners and heads of professional organizations about reaching out to and doing business with the Hispanic community. Out of 5 of these conversations at least 3 of them become a debate of immigration and how "they" should learn to speak English and do business like everybody else. Wow, really?! I must then begin down the "multicultural marketing is important and if you don't differentiate your message you're doomed to miss out" road.

Sigh.

Whether you believe in immigration reform, don't like anyone brown, or want an English-only America, business owners, corporations, non-profits, etc should only look at the bottom line and the facts. Hispanics' spending power is into the TRILLIONS (that's right, with a T!). Money isn't white, black, yellow, brown, or red...it's green. If you can provide outstanding customer service, a top product or service, and relate to your Hispanic buyer in a real way, you will reap the rewards. If you choose to stay in an "ugly" place, your competitors will surely welcome in those dollars.
~These are my two cents. What do you think?

One Size Does NOT Fit All!

I was talking to some Hispanic clients in my tax office (98% Hispanic clientele)about a variety of topics from the smothering Memphis heat to who they would pay to see in concert in Memphis. The clients were a young, Mexican, husband and wife, he's 24 and she's 18. They have both been here for 10 years. They both speak Tarasco, the native indigenous language of Michoacan, (the city they're from) and Spanish. However, the wife speaks very clear and fluent English. She actually prefers it and speaks it preferentially to their daughter. She does speak Spanish and Tarasco. The husband speaks very little English, by choice. He chooses to speak Tarasco (1st) and Spanish (2nd). They spoke to each other primarily in Tarasco but spoke a lot in Spanish for me.

What does this mean to you as a business owner, marketer, or non-proift?

It means that you need to a) research the Hispanic community in your area, b) understand the gender lifestyle preferences and differences and c)never genralize or assume. A little research will reap you BIG rewards.

~These are my two cents. What do you think?

The Southeast is Fertile Ground to Cultivate A Hispanic Marketing Program

I live in Memphis, TN and one may not put it on the top of their list of hot spots for Hispanics, but they're wrong. The Southeast's Hispanic population is growing rapidly, thanks to the low cost of living, availability of public services, and small town closeness. As a matter of fact, Tennessee has experienced rapid growth in the Hispanic population since 2000. The community consists predominantly of people from Mexico, Honduras and Guatemala. We do have a variety of other countries represented, but these are the major countries represented.

What does this mean to you and/or your business?

It means that you have an opportunity to harness the millions of dollars of spending power harnessed within the Hispanic community. It also means that you have a fiercely brand loyal community at your disposal.

Where do you start?

Researching your community is the first step. I've given you a little insight into the Southeast Hispanic community, now you have to research what your particular service or brand means to these communities. Do these individuals generally prefer to read in English, Spanish, or both? What kind of imagery is best? How do they prefer to receive your message (social media, direct mail, etc)? Is your company "Hispanic ready"? That means, do you have customer service systems in place that focuses on the community? Do you have Spanish-speaking employees who really believe and understand your brand, and can believably sell it to your new Hispanic customers?

I know it's a lot to think about, but you can do it. The key is to start. Don't let your competitors beat you!