Does your business serve a diverse community of customers? If so, you may be thinking about how to market to a specific group based on age, gender or culture.
One thing to be fully aware of is that diversity marketing is not a quick fix to grow your customer base. It’s a long-term proposition with benchmarks that are more difficult to clearly define than running a coupon promotion. It’s a marketing strategy to build a long-term relationship with a niche group.
When a business decides to move forward with diversity marketing – it needs to make sure its own house is in order. Ask yourself: Do you have employees that represent the group you want to focus your marketing efforts towards? If not, then it will be unrealistic to proceed.