Understand the economics
It’s no longer enough to give lip service to inclusivity. Successful courting of diverse groups can increase market share and impact the bottom line, but it requires committing resources, time and patience to build the numbers.
Research the market
Learn where your business is coming from now and where it might come from five or 10 years from now. Pay attention to changing demographics reflected in federal government reports, surveys and personal interviews with visitors and industry professionals. Attend diversity conferences and workshops.
Intentions are only a start. Start small and decide what you will do over time to get the results you want.
Seek Top Commitment
Commitment that brings desired results starts at the top and affects policies and procedures throughout an organization. Seek funds for participation in associations and other groups that represent those you are trying to reach, and be prepared to offer regular reports about your activities.
Massage your messages
Umbrella marketing to everyone doesn’t work anymore, say the experts. A brand must speak the language of those it is trying to reach for their business.
Measure your progress
Looking at the bottom line is one thing. Devote research dollars to measure market penetration with those you are out to reach, and do this on a recurring basis.
