In-Culture or Ethnic Marketing is not “business as usual”

With the changing demographic landscape of the U.S. market place, corporations must market their brands, products and services to consumers of various cultures in order to stay competitive and grow their market shares. But too often, businesses use traditional marketing efforts that fall short because In-Culture, or ethnic marketing is not “business as usual.”

Common misperceptions include the belief that cultural markets can be grouped into one large category, or that mainstream marketing strategies will work with any cultural market segment. Many times advertising messages are simply translated into different languages without taking into account how a product or service fits into the context of the consumer’s life, how they adopt a new behavior, or choose to try a new product or brand. These are formulas that produce limited results or bring about costly failures.

To succeed with multicultural markets, companies and organizations must ground their marketing efforts in solid culturally accepted contexts. Isabel Valdés Consulting employs an In-Culture approach that understands consumer experiences and choices through a methodology that acts like a sensitive cultural lens, creating responses, (e.g.: purchases,) that build lasting emotional connections–- based on values, beliefs, traditions of these growing consumer segments–– and the brands and products being marketed. In other words, she helps clients with the process of Transforming HeartShares into MarketShares© .

Five Steps for Transforming HeartShares into MarketShares©

The five-step Transforming HeartShares into MarketShares© process guides clients in developing an integrated marketing strategy including market positioning, pricing, packaging, sampling, retailing, promotions, and public and corporate relations to deeply engage cultural markets.

From the situation analysis to the step-by-step strategic approach and tactical recommendations, Transforming HeartShares into MarketShares© provides clients a long-term solution to the new century multi-cultural marketing challenges.