THINK CROSSOVER STRATEGY

“Crossover” occurs when an ethnically-focused business sells its goods or services in the mainstream market. Successful crossover generates new customers, publicity and market recognition. We can help by creating an effective strategic crossover plan, and helping execute that plan in the most impactful way possible. With our experience, skills and relationships, we can avoid commonly made mistakes and focus on methods and media we know work.


THINK BI-MODAL

Sell products and services to ethnic and mainstream markets seamlessly. Run advertisements in ethnic and mainstream media, including print, radio, television and online.

Mini Case Study: Vietnamese-owned Saratoga Dental Spa, serving Vietnamese and mainstream clients in an affluent area, represents an ideal bi-modal approach. Building on a solid business foundation and a loyal clientele, Saratoga Dental Spa used new marketing and positioning strategies to get attention and serve the needs of a much broader audience. By addressing broader needs and wants, they were able to raise visibility and gain the trust of the larger non-Vietnamese local customer base.


THINK IMAGE

Creating a more broadly relevant image is one the most challenging tasks facing a small business. Many ethnically-owned businesses that operate in the mainstream market get labeled “too ethnic” because they fail to understand “who” their customer is, and what things make them act. Understandably, many owners are too busy running their business and do not have time to think or invest in building an image with different appeal.

At ThinkViet, we take the guesswork out of understanding who the target customers are, and how to reach them. Years of experience working with clients from both sides have given us a unique perspective that can save you time and money and help grow your business more efficiently and with more impact.