Wis. Dept. of Commerce’s Marketplace 2009
Researching diversity
Researching diversity
By Jonathan Gramling
While it may seem simple to some, marketing in communities of color is a
complex task that requires a lot of thought and research lest a multi-million dollar
marketing effort — and maybe even a product — goes down the drain because it was
based on assumptions that turned out to be false.
Nancy Hernandez, the head of ABRAZO Multicultural Marketing &
Communications, understands the complexity. “Saying African American community
is as broad as saying ‘Let’s market this to women,’” said Hernandez who was a
keynote speaker at Marketplace 2009. “It’s huge. So we help them to figure out ‘Who
is that.’ What does that person look like? If it is African American, does it have to do
with educational level? Does it have to do with income level?”
In order to develop the correct plan, ABRAZO does research that drives any
marketing effort they do. “We do a lot of primary market research,” Hernandez said.
“We are, I believe, the only company in Wisconsin that can do in-language research.
We actually end up doing some of it for a lot of other general ad agencies that have
their research pieces out there but they know they need a better job of talking to that
unique consumer. We’re probably the only one that can do it in-language. So we do a
While it may seem simple to some, marketing in communities of color is a
complex task that requires a lot of thought and research lest a multi-million dollar
marketing effort — and maybe even a product — goes down the drain because it was
based on assumptions that turned out to be false.
Nancy Hernandez, the head of ABRAZO Multicultural Marketing &
Communications, understands the complexity. “Saying African American community
is as broad as saying ‘Let’s market this to women,’” said Hernandez who was a
keynote speaker at Marketplace 2009. “It’s huge. So we help them to figure out ‘Who
is that.’ What does that person look like? If it is African American, does it have to do
with educational level? Does it have to do with income level?”
In order to develop the correct plan, ABRAZO does research that drives any
marketing effort they do. “We do a lot of primary market research,” Hernandez said.
“We are, I believe, the only company in Wisconsin that can do in-language research.
We actually end up doing some of it for a lot of other general ad agencies that have
their research pieces out there but they know they need a better job of talking to that
unique consumer. We’re probably the only one that can do it in-language. So we do a
lot of primary market research, but it’s on the Spanish and Asian side. We’ve done it on the Italian side. We utilize our process and apply that to
what is appropriate for the client.”
Once they have the data, then ABRAZO develops a total communication plan for their clients. “Marketing is about more than advertising,”
Hernandez said. “We advise clients on price point. We advise them on what is the right promotion strategy. Should this be advertising based?
Should it be public relations based? Should it be a mixture with above the line and below the line pieces? How should they be going to market
with this? Where should they be doing this? Do they have a brick and mortar facility that can handle the capacity? If not, what are the other ways
that they can buy it? We really look at the full-sized piece from the marketing perspective for them. And we look at all of the touch points. Before
they talk to consumers, what is the brand perception? What’s that first touch point and then what are the things they learn once they have that
consumer in order to keep them as a consumer and gain other consumers from them so that it becomes a profitable relationship, but a mutually-
beneficial relationship.”
While some may feel that we live in a “post-racial” society, ABRAZO knows that it is the attention to detail of whom you are marketing to
means the difference between a successful and failed marketing strategy.
what is appropriate for the client.”
Once they have the data, then ABRAZO develops a total communication plan for their clients. “Marketing is about more than advertising,”
Hernandez said. “We advise clients on price point. We advise them on what is the right promotion strategy. Should this be advertising based?
Should it be public relations based? Should it be a mixture with above the line and below the line pieces? How should they be going to market
with this? Where should they be doing this? Do they have a brick and mortar facility that can handle the capacity? If not, what are the other ways
that they can buy it? We really look at the full-sized piece from the marketing perspective for them. And we look at all of the touch points. Before
they talk to consumers, what is the brand perception? What’s that first touch point and then what are the things they learn once they have that
consumer in order to keep them as a consumer and gain other consumers from them so that it becomes a profitable relationship, but a mutually-
beneficial relationship.”
While some may feel that we live in a “post-racial” society, ABRAZO knows that it is the attention to detail of whom you are marketing to
means the difference between a successful and failed marketing strategy.
Nancy Hernandez, the CEO of ABRAZO, a multicultural
marketing and communications company, was a keynote
speaker at Marketplace 2009
marketing and communications company, was a keynote
speaker at Marketplace 2009
