There are large numbers of Asian-American homebuyers in the market, and Hispanic-Americans are growing as a population of consumers, as well. In fact, America's Hispanic-American population is more prominent now than ever before, as evidenced by bilingualism being a constant hot topic in the government and Univision being the fifth-largest broadcasting company after CNN and MSNBC. In addition, African-Americans will have incredible buying power in the coming years. What all this means is that the old marketing tactics of yesteryear aren't going to yield the same levels of effectiveness in regard to this young and growing population of second-generation minorities.
The younger generations of minorities are fast becoming strong power players in government, real estate, and the corporate marketplace. If you aren't aware of this quickly-growing market, then you can plan to fail. To be a successful salesperson these days, you have to be able to market to more than just generic America.
Here are some tips to think about when selling to the melting pot:
Be specific. People are very different these days, so you can't just market to "diversity" in general; you have to pick a group. Provide training to employees specific to the groups you are trying to reach.
Remember who you are selling to. Pick a demographic to market to, and then try to understand what they want, what they need, and what they can spend. Think about where they shop, who they are shopping for, and what their style is.
Branch out linguistically. Multilingual employees might benefit you more than just someone well-versed in English. The bottom line is that not everyone speaks English these days. Simply translating your marketing campaigns may not be effective because simple translations can be boring since much is lost in translation. Instead, think about launching a full campaign in the language of your target audience to optimize results.
