As the ethnic diversity of the United States increases, businesses will likely find an increased need of a partnership with ethnically-focused advertising agencies. In order to sell products or services to specific ethnic populations, the expertise of an ethnic focused advertising agency is crucial to success.

Businesses who wish to sell their products and services to various ethnic populations in the United States have several things to consider when selecting an ethnic advertising company with which to work. They should be sure to:

1. Select an ethnically-focused advertising agency that matches the specific focus you need.

2. Think about the type of ethnically focused marketing and advertising you desire.

3. Look for ethnic advertising agencies that focus on the geographical area that meets your needs.

Action Steps
The best contacts and resources to help you get it done

Choose the right ethnic advertising company for your business

Many ethnic ad agencies in the United States do a good job of advertising and marketing products and services to various ethnic populations. However, to get the best advertising and marketing for your business, service or product, selecting the ethnic advertising agency that focuses on your intended audience is crucial. Look for ethnic focused advertising agencies that cater to specific ethnic groups to get the best results.

I recommend: Find ethnic advertising agencies geared towards the Hispanic market that belong to Association of Hispanic Advertising Agencies (AHAA). Find African American ethnic ad agencies on the website of Little Africa. Find ethnically-focused advertising agencies using the Open Directory Project. Intercultural Niche Strategies, Inc. offers marketing strategies for multi-ethnic groups.

Consider the type of ethnic advertising you need

Take some time to think about the specific kind of ethnically focused advertising and media that you desire. Maybe you want to use print advertising, web-based advertising or television advertising. Look to the various ethnic focused advertising agencies to find one that specializes in the type of advertising that interests you.

I recommend: Contact Admerasia Inc. for print and media advertising geared towards the Asian market. Contact Cultural Marketing Communications for print, radio and web advertising geared towards various ethnic markets.

Find an ethnic advertising company that focuses on a specific geographical area if desired

In certain instances, you may want to advertise and market a product or a service to an ethnic audience located in a specific location. If this is the case, you will want to look for ethnic focused advertising agencies that specialize in ethnic populations located in specific geographical regions.

I recommend: Look to the Nick Mendoza Advertising Agency for Hispanic focused advertising in the Los Angeles area. Contact DCD Marketing for ethnic focused advertising in the New York area, as well as in other major metropolitan areas in the United States.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Learn as much as you can about your intended ethnic market. Use the United States census report for information about ethnic demographics and distribution, and stay up to date on your intended market by reading ethnically based publications. The various ethnic ad agencies can also help you learn about the demographics of your intended audience.