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Click
here for a "printer friendly" version of this page
or see IV's Press Kit M. Isabel Valdés
is an In-Culture marketing expert, business development consultant,
published author, public speaker and trainer. She is the principal
of Isabel Valdés Consulting (IVC). IVC
is a boutique consulting firm that provides strategic business
development services to companies seeking to tap, expand and
successfully penetrate “cultural markets.”
Cultural markets, which
are sometimes referred to as ethnic or multicultural markets,
are large and distinct consumer market segments within the
United States that-- as any consumer market segment--have
likes, needs and wants. The key difference is that people
in cultural markets have experienced life and lifecycles
in a different cultural context than the average consumer
in the “mainstream” culture. As such, cultural
markets do not respond to the same messages, language and
imagery as mainstream markets do.
Cristina Saralegui
receiving award
"The Mujer Award" from NHLI 2003 |
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To engage African-Americans,
Latinos, Asians, Eastern Europeans and other growing consumer
segments in the United States requires culturally relevant
marketing strategies. To help organizations succeed with this
complex challenge, IVC has developed a proven
five-step approach called Transforming HeartShares
into MarketShares©.
The American marketplace
and the global market scene have experienced exponential growth
and changes during the past decades. Isabel Valdés
Consulting, IVC, has maintained its leading edge
by helping clients in the United States and abroad achieve
measurable results, by tracking market and demographic trends;
and by reformulating and updating its proprietary marketing
frameworks, In-Culture Marketing© and
Transforming HeartShares into MarketShares©.
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