Describe a business-altering aha! moment.
Two defining moments fit that category. First, I thought all the Black businesses were going to advertise with me. That turned out not to be the case. But that’s when one of those aha! moments happened.
As a marketing company, I knew I had to do some type of newsletter. A lot of my friends were saying there's never anything to do in Columbia, so that’s where we started. We’d send out different events on the weekend that we could go to, and all we would do is slap our logo on it. I started with my friends, sending it out every Friday morning. It was called the Weekend Wing. It was just supposed to be a marketing tool.
Then, I got an email from a lady who said she was interested in advertising in the newsletter. When I called back and started talking to her, I could hear that she was a white female.
I was like, “Well, you know we are a minority publication.”
She said, “I know. All my friends get your newsletter, and a lot of the people I know.”
So, right there, two lights went off. Number one, I had to redefine who I thought my audience was, because clearly, it was other people besides who I thought it was. Number two, I’d never thought about advertising in the newsletter. It just didn't dawn on me. Today, 60% of our income is derived from advertising in that newsletter, and I would have never thought of it.
This is where a lot of businesses go flat; they don't understand their audience. Your audience is individuals, and I realize that my audience were individuals that cared about diversity and inclusion. They wanted fairness in the community. They believed in a certain political ideology, and they wanted to make sure the companies we were working with were other companies that presented that type of mentality. And that's why 40% of my audience identifies as non-minority.