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February 07, 2014 at 11:24 PM
Diversity. It’s key to U.S. demographics — and your practice. But what does that really look like when it comes to your marketing and business development?
Coca-Cola showcased its take on U.S. diversity during the Super Bowl. Featuring “America the Beautiful” sung in several languages, the TV spot (called It’s Beautiful”) has drawn the ire of some Americans who felt the advertisement was “unpatriotic.”
But the ad–which featured the grandmother and cousins of my Filipino-American neighbors in the Bay Area–is all about understanding what diversity really means within our rapidly diversifying nation. It’s also meant to encourage us to reach out to others and embrace people who love their families and cultures, which have different roots but share a common dream: building a prosperous life and future in the United States.
Such a dream is probably easy for most advisors to relate to. But how do you draw clients and business partners of different ethnic and other backgrounds to your practice?
One way is to pay attention to special occasions, like Chinese New Year (Jan. 31) and Philippines Independence Day (June 12). Attend a community celebration, organize a webinar, luncheon or special newsletter.
You could also use such days (and events) as an opportunity to talk about investing overseas or what’s going on in emerging markets like China or Mexico. If you’re not sure who to reach out to in your community, ask the mayor’s office or a local chamber of commerce.
