Most companies ill-prepared for marketing to fastest growing segment of U.S.
This month’s cover story addresses the fact that many direct sellers are behind the curve when it comes to appropriately addressing the Hispanic or Latino segment of the U.S. population. Given that this is the fastest growing segment of the population and that their earning power is only increasing, failing to create a strategic approach for this market seems counter-intuitive to say the least.
Our journalist David Rauf spoke with several experts for this article, two of whom are former colleagues of mine when I worked on the corporate side of direct selling—Jeannie Price and Vanessa Ramos. I can testify firsthand that these women know what they are talking about. I watched them develop and implement thoughtful and effective strategies for reaching the Hispanic market that flat out worked. In this article, they share the fundamental principles you need to create a working strategy for your company.
In two additional articles, Rick Redding takes a look at President Trump’s trade efforts with the United States-Mexico-Canada Agreement (see page 9, USMCA Universally Accepted) as well as the newly signed Phase One agreement with China (see page 12, Deal with China Stops New Tariffs, Cuts Others).
Additionally, Stephanie Ramirez details shipping strategies direct sellers are adopting in order to remain competitive in today’s environment on page 18’s Special Report. Don’t miss our custom infographic on page 16, where our graphic artist has stylistically compiled facts and figures about shipping options that will help you devise your own strategies.
A few days before we sent this issue to the press, the Federal Trade Commission (FTC) filed a lawsuit against multi-level company Success For Health. We included a last minute summary of the allegations in the suit on page 27, FTC Utilizes ex parte TRO Against MLM Success by Health.
Honestly, this lawsuit reads like a checklist of exactly what NOT to do in running a legitimate direct selling company. From egregious income and lifestyle claims, pressure for new distributors to purchase large inventory starter packs and an extremely aggressive approach to denying refunds and returns (the company even sued distributors in Nevada who had disputed credit card charges), this company allegedly flew every red flag the FTC has ever described.
Overall, I believe we’ve brought you another issue of SSN that provides you with the insight and information you need. I hope you agree!