Relationships are made and strengthened by understanding and appreciating the culture and making an effort to engage ethnic consumers on their own ground. Therefore, businesses need to be prepared to invest in event sponsorship. This is a classic case of dollars being put to work at the ground level within the community. Ethnic consumers will reward that investment with additional brand loyalty. Businesses need to get involved in ethnic community groups, civic and trade associations and any environment where leaders and influential people congregate.
Businesses can no longer afford to be either ignorant or disdainful of the ethnic consumer.
In the new millennium, they will constitute a consumer juggernaut. Smart marketers will put prejudice and disinterest aside and look carefully at this rising opportunity that has been ignored by many. Earliest info on new businesses, homeowners Insurance Center Covering the needs of small business owners Legal Center Hundreds of business legal tools Office Products Special deals on equipment, supplies. Classifieds Search for business services, real estate and career opportunities.