Digital Output - March 2008 - (Page 17)

Outlook Even if you get the message correct, various demographics have different basic market needs. The perceived importance between cost, convenience, and quality of a product may be radically diverse between neighborhood groups. Workplace situations may also have a large bearing on business acceptance. The entire community may boycott your business if your target market perceives that your employee base, advertising, phone conversations, or facility is culturally insulting. Multicultural Guidelines and integrate them into your workforce. Working with someone who is knowledgeable about the community’s cultural needs will show your interest in learning more about the potential client. Conclusion Understanding both cultural and business differences may take time and money, however the benefits of educating yourself and your employees will reflect in eventual growth. It is important to consider a number of communications before launching any new campaign. Accepting the needs of a multicultural buying community will enable you to maintain and grow your business in a changing world. D Before you approach new markets you may want to consider some of these differences. Language, values, and behaviors all need to be evaluated before implementing any type of marketing or print campaign. Determine the most appropriate languages before participating in a business meeting. Use native speakers who understand the needs of the community to translate for you. No matter how slowly you speak, or how well a group seems to understand English, understanding of their native language is far more precise and more comfortable for them. Not only does it show effort on your part, it eliminates any chance of miscommunication. It is also important to be in tune with the values of the group you are trying to reach. Stressing cost to a group that believes in paying for quality can certainly backfire. Creating a message targeted toward values, and not just accurately translating, is important. Learn the acceptable behaviors of your marketplace. A friendly environment will go a long way to drawing members of the community into your business. Is being business-like enough, or do you need to provide other “comforts” to gain acceptance. Certainly, a recent situation where a business posted a sign saying, “Only English Spoke here,” would not be an inducement to a multicultural clientele. Know the kinds of printed material that the community uses and finds important. Focus on small business product literature for a community that consists of small retail business owners. Show them examples of how you would approach their needs and not the needs of others. Lastly, hire members of the focus community to be your public face Circle 5 on FREE Product Info Card www.digitaloutput.net March 2008 Digital Output 17 http://www.lp-digital.com http://www.digitaloutput.net

Table of Contents for the Digital Edition of Digital Output - March 2008

Digital Output - March 2008

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