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...t teams, holidays, festivals, and church advertisements. Most communities plac...

... you to contemplate, and most of these venues provide free translation services. 7. Involve your new customers. As you add ethnic clients to your book of business, invite them to suggest ways that you can improve your outreach to their communities. 8. Become involved in the ethnic communities you are targeting. Look into community clubs, charities, children's sport teams, holidays, festivals, and church advertisements. Most communities place a high value on word-of-mouth endorsements. Basically, they like doing business with someone they know and trust. 9. Conduct ethnic sensitivity training for your employees. The most effective ethnic marketing campaign in the world can be sabotaged by unthinking comments from your employees. If you're adding ethnic employees to your staff, such training becomes even more important. Check with leaders within ... Chinese might not be enough; a Shew Chou dialect will be impossible for a Cantonese speaker to understand. 5. Create ethnic-specific advertising. Whether you are using direct mail, online media, print, or telephone, your message should address the culture of the particular group you are trying to reach. 6. Investigate the potential media. Many of us are unaware of the various publications and media catering to local communities. Search them out, and discuss your plans and needs with their representatives. Such conversations can open up a wealth of new ideas for you to contemplate, and most of these venues provide free translation services. 7. Involve your new customers. As you add ethnic clients to your book of business, invite them to suggest ways that you can improve your outreach to their ...