2013 Fall En Contacto

FA L L 2013

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Enterprise Bank & Trust

Understanding

the SBA loan process

S p on s or e d by E n te r p r is e B a n k & T rust

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SPOTLIGHT:

MARTHA Garcia Kampen

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Generational

Marketing strategies

[Letter from the Executive Director]

The momentum we have achieved this year has not taken place by pure luck, but as a result of our members and corporate sponsors’ involvement by joining our efforts to better serve our community.

Dear Member /Readers,

FALL 2 0 1 3

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Enterprise Bank & Trust: Understanding the SBA Loan Process

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Spotlight: Martha Garcia Kampen

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HCC STL Foundation Golf Tournament

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AMM Communications: Public Relations

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Generational Marketing Strategies

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LAMP: Language Access Multicultural People

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Ask SCORE: Build a Solid Business Network

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Regional Business Council: Inclusion and diversity

What a great year of accomplishments it has been so far! In September, The United States Hispanic Chamber of Commerce, (USHCC) , presented the Small Chamber of the Year Award to the Hispanic Chamber of Commerce of Metropolitan St. Louis. This award is particularly special to us because it highlights our accomplishments that are only made possible due to the support of our members. It is this support that allows us to grow and provide substantial programs that can positively enhance our region. We were honored to receive this award and we share it with all of you.

In January, the Hispanic Chamber will host its 5th Annual Hispanic Speaker Series. We are excited to announce that this year’s honorary speaker will be Julián Castro, Mayor of San Antonio, TX. The Hispanic Speakers Series is designed to highlight men and women of Hispanic descent that are making significant contributions to our region and/or the country. We look forward to having Mayor Castro, and invite you to join us for this event.

The momentum we have achieved this year has not taken place by pure luck, but as a result of our members and corporate sponsors’ involvement by joining our efforts to better serve our community. That is why we continue to strive to bring value to all of our members every day. Whether it is through our Business After Hours, Lunch and Learn Forums, or expanding our networks, we believe that if we are strategic and intentional about it, new opportunities will arise that will add success to your business. We realize that value means different things to different people, therefore continuing to build meaningful relationships is truly the key to open new doors and help each other move forward. We hope that you will take advantage of all the things the Hispanic Chamber has to offer and we thank you for your continued support!

Thank you,

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Karlos Ramirez Executive Director

Welcome New Members!

By joining, the following individuals and companies have decided to make an investment in the Hispanic Chamber of Commerce and our community at large.

We encourage you to find out more about them and, whenever possible, to use their services. If you would like more information about any of these individuals or organizations, please contact us at: 314.664.4432 H&R Block Home Turf LLC Liberty Tax Mint Travel Nationwide Insurance Olivette Electronics, LLC Save–A–Lot —Friend Level Southern Illinois University–Edwardsville —Bronze Level Spirits International

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Understanding

the SBA Loan Process

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By Enterprise Bank & Trust —Gay Schwer

f you are thinking of starting a business or expanding your business, a Small Business Administration (SBA) loan may be the ideal loan for you

SBA loans are different from conventional loans from financial institutions because the amount awarded is usually smaller in the range of $50,000 to $5 million and are paid back over a longer period of time, providing an opportunity for entrepreneurs—especially start-ups— to qualify for a loan.

Below are steps to prepare you for the SBA loan process.

Do your homework before you apply for an SBA loan

Before you can even consider applying for a SBA loan, you must have a written business plan, a summary of how the loan money would be spent, a current resume, current financials or pro-forma financials for a start-up, and your credit score.

You’ll also need to know the basics of marketing your company, reading a balance sheet, and hiring your first employee. Resources available in the St. Louis region to help educate you on launching a business include: • Enterprise University (EU) – Enterprise University (EU) is a free educational program for entrepreneurs and business people which offers high-impact universitycaliber business courses sponsored

by Enterprise Bank & Trust. A variety of business topics are covered ranging from marketing and

social media to recruiting and hiring talent to sales management. Each spring and fall a series of courses are offered that deliver real value to business owners and their senior management teams, community leaders and not-for-profit executives. For more information about the EU classes offered n St. Louis, please visit, www.enterprisebank.com/eu?l=stl.

Create a relationship with a bank before you need an SBA loan

You would probably be more likely to lend money to a friend over a stranger.

Likewise, a bank is more receptive to your SBA loan request if they know you. Establish a relationship with a banker that provides SBA loans. Learn which banks in your area are strong SBA lenders. The best way to meet a banking professional is through referrals. Who is the banker your • Hispanic Chamber of Commerce of peers use for their banking needs?

Metropolitan St. Louis (HCCSTL) – The HCCSTL provides an extensive Find an experienced SBA banker and ask questions list of local small business You need a banker who understands resources on its web site. Here the SBA lending process. If you find an is a link to the list of local small business resources, www.hccstl.com/ SBA banker at a financial institution you like, find out how experienced she resources/SmallBusinessResources. is with SBA lending to your industry. aspx.

The application is somewhat involved • SCORE – SCORE is a nationally with many opportunities for mistakes recognized, non-profit of business- so you will need a well experienced savvy professional volunteers who professional to guide you through the provide free, confidential, valuable process .The most important question advice for your business needs if you can ask is, “How many SBA loans you are a start-up or an existing have you completed in the past 3-5 business. The HCCSTL has a SCORE years?” chapter that meets regularly at Other questions for your the HCCSTL Centene Technology SBA lender: Center, which is the Chamber’s • Are you familiar with the recent headquarters, located at 3611 South changes to the SBA programs, Grand, Suite 105, St. Louis, Mo., processes, and forms?

63118. For more information about • How did you become involved with SCORE, please visit, www.score.org/ SBA lending?

• With the information I’ve provided, • Small Business Administration – The SBA web site is full of resources would I make a strong SBA loan candidate? of where to begin before you apply • In what areas do I need to improve for a loan and the different types of my business, my business plan, and funding available. Here is a link to my finances to better my changes of the web site, www.sba.gov. approval?

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FALL 2013 HISPANIC CHAMBER OF COMMERCE

Provide details on exactly how much financing you need and how you will use it

Banks love details so be prepared to provide a precise dollar amount and give specifics of how you will use the funds. For example, if you are seeking $100,000 to expand your business, provide a written summary to the lender of how the money will be spent. Explain that you’ll need $50,000 of working capital to support three months of expenses and another $50,000 for six networked computers and a server.

Provide estimates of your expenses and written quotes for installation of the computer networks.

Be prepared to offer collateral

The SBA requires collateral to fully secure a loan to the extent that collateral is available. Examples of collateral that would be accepted include a lien on your business assets, your home and other land holdings, and investments in the stock market or mutual funds.

Detail your credit history and credit score

has copies. Many banks (and the SBA) now operate with electronic files, so you may want to scan the documents onto a memory stick.

Explain how you’ll achieve your projections

Now is the time to brag about you and your business, and to sell your lender on your vision and forecasted success.

If customers have expressed a desire to do business with you, give your lender a copy of their correspondence.

Prove to the lender that a market for your product or service exists and demonstrate the validity of your sales and expense figures.

Expect questions and be patient

Your lender needs to connect with you to understand the reasons why you are applying for an SBA loan and to know that your business will see future growth. The banker may work with a loan approval committee to review SBA requests. The stronger your relationship is with the banker and the more she knows your character as a business owner, the stronger her case will be to persuade others that you are a strong SBA candidate. The loan process may be time consuming so be patient.

Please ask your lender for an estimated time frame for approval realizing that projected dates may slip a bit. The loan approval process is dependent on how complicated the loan request is.

Your credit score is an important part of the loan process. It illustrates the ways in which you handle your other financial obligations. The bank will eventually run its own credit report as part of the loan application review. If you provide the information prior to the bank conducting its own due diligence, you can discuss any problems from your past ahead of For many, the idea of owning their own time that could affect your credit score business is the American dream. Small like identify theft, bankruptcy or divorce. businesses are the backbone of growth for the United States economy. Have you Provide complete copies of tax given any thought on how to make your returns, financial statements business dream happen? It may involve and bank statements an SBA loan.

Though it can be time consuming to gather these documents, your bank will want to know everything about you and your business if they are to become your financial partner. Prepare the documents in advance so your banker

Gay Schwer is Vice President, SBA Lending Specialist at Enterprise Bank & Trust. To contact Gay, please call her at 314.512.7293, or send an email to gschwer@enterprisebank.com.

Sba Loan Checklist

This Checklist Will Assist in Gathering Necessary Information for Initial Evaluation of Your Loan Request.

• Sba Business Loan Application • Personal Financial Statement(S) • Statement Of Personal History • Management Resume(S) • Personal Tax Returns • Copies of Personal Trust Agreements (If Applicable) • History of Business or Business Plan • Business Financial Statements • Accounts Receivable and Accounts Payable Aging (If Applicable) • Business Debt Schedule • Business Tax Returns • Projected Income Statement • Legal Documents • Affiliate Business Tax Returns and Interim Financials (If Applicable) • Request For Transcript of Tax Return (Form 4506-T) • Copy Of Purchase Agreement for Property, Real and/or Personal , or Business Acquisition • Description of Property and/or Equipment • Copy Of Notes to be Refinanced with Loan Proceeds • For Tenant Improvements or Construction (If Applicable) – Copy of Purchase Agreement, Plans and Spec, Bids, and Contruction Contract • Copy Of Existing Lease(S) (If Applicable) • Franchise Agreement, Uniform Franchise Offering Circular and Certificate Of No Change (If Applicable)

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“

Overall, continue to reach for the stars. I think Hispanics in general reach for the stars and we think we should and can be able to reach them.

” Martha garcia Kampen

Member Spotlight

Martha Garcia Kampen is founding partner of the marketing management firm of Kampen Consultants, LLC, specializing in strategic marketing planning for closelyheld companies since 1988. Her 30 years of management experience ranges from sales, product management and market research to strategic marketing planning. She has consulted hundreds of start-up businesses as well as emerging companies and nonprofit organizations throughout the U.S. in a variety of industries, with emphasis in healthcare and professional services.

As a first-generation Hispanic American raised bi-culturally, and building on her experience in Hispanic Marketing since the 1980’s, Martha is furthering her mission to help people better understand the value in people who are “different” than themselves, by concentrating in the area of Generational and Cultural Marketing Strategy.

Kampen received her BSBA in Marketing Management & Latin American Studies from SEMSU. She shares a passion for youth and seniors working with both groups on a volunteer basis including serving on the boards of the St. Charles County Youth Orchestra, Independent Transportation Network, the Advisory Board of Casa de Salud, Missouri Foundation for Health Study and the Hispanic Chamber of Commerce of St. Louis. She is a member of the American Marketing Association, St. Louis Hispanic Chamber of Commerce and Chesterfield Chamber of Commerce, and has been an active youth group leader for more than a decade.

IN HER WORDS...

Describe your path to success..

Martha Garcia Kampen: I grew up in an average American household in Kansas City, Missouri. My parents migrated to Kansas City from Salamanca, Guanajuato.

I was raised bi-culturally, spending summers with relatives in Mexico, and learning Mexican music, folk dances and songs. We also spoke Spanish in the home.

I attended SEMSU and wanted to pursue a degree in international business but that wasn’t offered at SEMSU so I pursued a dual degree in Marketing Management and Latin American Studies, with a minor in Spanish.

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After graduation, my first job in the early 80’s was for an innovative consumer

products company that was trying to tap into the U.S. Hispanic market. This was an interesting time for Hispanic marketing because it was when the term “Hispanic” was being coined. During this time and earlier, many different terms were being used such as “Chicano,” “MexicanAmerican,” and many others, it was a great experience for me to be able to participate in this marketing shift within the Nation.

I then got married and moved to St. Louis where I worked as a Product Manager for a surgical instrumentation company.

Working at this company taught me a lot but I wasn’t getting my passion of working with the Hispanic market fulfilled, so I decided to work for a friend’s ad agency.

After making the move to the ad agency, I found out that I had the tools and drive to start my own business so a year after having my daughter I opened up my own marketing management firm. Being a new mom and starting my own business wasn’t easy, but at the time, many companies didn’t cater to new moms; so starting my own business allowed me the freedom to be a mom and career woman without having to compromise either.

Hispanics in St. Louis…

Martha Garcia Kampen: When I first moved to St. Louis it was rare to run into Hispanics and whenever I did overhear someone speaking Spanish at the super market or such, I just wanted to run up to them and let them know that I was Hispanic as well. Since then, St. Louis’ Hispanic population has grown and I am excited to be in a city that is striving to be more welcoming to immigrants.

Assimilation vs. Bi-Cultural, and is there even an in-between?

Martha Garcia Kampen: I grew up in a bi-cultural household and I see myself first and foremost as an individual who has the benefit of being able to share two cultures. I don’t believe that individuals have to completely assimilate, and I also don’t believe that you must separate your two cultures and always live in a bi-cultural world. I would advise Latinos to embrace their unique qualities and to never suppress who they are. There are a lot of strengths that stem from having a

culturally diverse background.

For the workplace I would also state that as Latinos we have a choice, we live in an Anglo-based values system and we can choose to assimilate into that system to advance or we can choose to push against the system and try to affect change in the workplace. There are cultural norms within the Anglo workplace that differ from our Latino culture which require us to be flexible. For example, timeliness, Latinos enter a meeting expecting to mingle for a bit and then sit down to business vs. the Anglo culture that sets a time for a meeting and expects to begin business at that time.

Adapting to the environment you enter is not good or bad, right or wrong, it is just a matter of understanding your environment.

I work in marketing and the first rule of marketing is “get to know your customer.”

There will be some assimilation but always hold on to your unique qualities, (I call them your “competitive edge”), because they can be your asset. It is up to you to judge what norms you must adhere to so you can succeed.

What is your advice to the Latinas?

Martha Garcia Kampen: I would advise Latinas to find a role model. I wish I had a stronger role model in the professional sense. My role models were my mother, father and older sisters. My mother was a really strong woman who raised 7 kids and did everything with grace. My sisters carved out their own successful careers in an Anglo world by advancing their education and utilizing their unique strengths.

My dad taught me that if you really believe in something you have to go for it. I would add that to succeed in business, we must take a genuine concern in the people we work with, and the people we serve. It is through helping others, that you are advanced.

Overall, continue to reach for the stars.

I think Hispanics, in general, reach for the stars …and we actually believe we can reach them! Some people may see that as naïve—but we believe. That is why we immigrate to this county, we plan to achieve the American dream!

The purpose of the “Spotlight” column is to highlight notable Hispanics that are members of the Hispanic Chamber. We want to share their stories, their history and why they love to call St. Louis home. If you have a suggestion for a “Spotlight” column, please call 314.664.4432.

FALL 2013 HISPANIC CHAMBER OF COMMERCE

HCCSTL Foundation

Golf Tournament The HCC STL Foundation, along with title sponsor Anheuser-Busch, Inc. hosted the 7th Annual Golf Classic on Thursday, September 12, at the Norman K. Probstein course in Forest Park. This event raises funds for the Hispanic Chamber of Commerce of Metropolitan St. Louis’ charitable arm, the HCC STL Foundation. This year the Golf Classic raised over $18,000.

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nheuser-Busch, Inc. was proud to be the title sponsor of the 7th annual HCC STL Golf Classic,said Margarita Flores, Vice President of Community Affairs, Anheuser-Busch, Inc. “We have been strong supporters of the Foundation, as well as the Hispanic Chamber for over 10 years now and we believe in their mission of promoting education and leadership programs for the community.”

“We are very excited about the amount we raised this year.

The HCC STL Foundation is committed to improving the St. Louis region,” said Karlos Ramirez, Executive Director of the Hispanic Chamber. “Every year, the Golf Classic is the main event that raises funds for our Foundation. This event is a great opportunity for the public to show their support for the Hispanic community.”

The Foundation’s three primary areas of focus are advancing opportunities to promote education, training and to provide scholarships. One of the Foundation’s biggest programs is the Latino Leadership Institute, (LLI), funds raised at the Golf Classic provide scholarships for LLI participants.

The Latino Leadership Institute, sponsored by Centene Corporation, is a skills-based leadership training program targeted at young Hispanic professionals. The Institute consists of nine training sessions conducted once a month, each focused on a particular skill set for the developing leader. The Latino Leadership Institute trains young Hispanic professionals on for-profit and non-profit management skills and network development within the St. Louis business community. In addition to their leadership training, participants are encouraged to give back to the St. Louis region through community involvement.

Class III The Latino Leadership Institute —October Congratulations to the following on being selected for this class: Diego Abente

International Institute

Daniel Alvarez

Citi

Daniel Martinez Wells Fargo Advisors Vianey Beltran

Hispanic Chamber of Commerce

Edward Poyo Washington University Monica Castorela

Mint Travel

Leslie Reyna Wells Fargo Advisors Alejandro Cornejo

Monsanto

Betsaida Santiago

Centene Corporation

Danny Garcia

Metropolitan Sewer District

Alfredo Lozano

The Principia

Susan Urrutia

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Anheuser-Busch, Inc. was proud to be the title sponsor of the 7th annual HCC STL Golf Classic.

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AMM Communications 

Public Relations: What makes you a good media source?

Public relations is a discipline of marketing.

In order to be successful in having your business covered in the press or to be quoted as a source, you need to garner the attention of journalists and build a strong relationship of mutual respect.

Credibility as an expert is built when a business owner is interviewed by a variety of media outlets highlighting his industry knowledge because he has something unique and fresh to say.

It is earned media from a third party endorsement. It cannot be bought. It isn’t advertising.

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FALL 2013 HISPANIC CHAMBER OF COMMERCE

Ann Marie Mayuga is a partner with AMM Communications, LLC, and is a member of the Hispanic Chamber of Commerce of Metropolitan St. Louis. Founded in 2008, AMM Communications LLC, public relations, marketing and training agency of St. Louis, Missouri, provides PR, business development, crisis communications, content marketing, internal communications, executive training, marketing, media relations, reputation management, and search consulting. AMM Communications works with small- and mid-sized businesses nationwide. From 2010-2012, the agency was voted as one of the top 25 St. Louis public relations firms by the readers of Small Business Monthly. For more information, please navigate to www.ammcommunications.com or call 314.485.9499.

Fundamentals to ask yourself if you think you would make a good media source: No one cares about your story

From your perspective, your company is interesting, and your products are the best around. But every entrepreneur believes the same thing. And the journalist you are sending your press release or calling to pitch has heard the same spiel from every company that contacted her this week. No one cares that you launched a new company. No one cares that another set of products has been unleashed upon the world. Media is interested in one thing: the effect of your product or service, the lives that have been changed or made better by your company and your product.

Be authentic

You are the biggest champion of your brand and no one knows your company better than you. Such authenticity is impossible to fake or buy. Journalists pick up on this quickly.

Experienced journalists know when a source is being sincere and what makes a good story. Each company has a story to tell. Understand that for journalists, many of the stories sound the same. You need to break through the static by standing out among other similar sounding sources by knowing the specific topics when you are an expert. You can’t know everything about your industry. Pick 2-3 topics where you are the most knowledgeable.

Do your homework

Do your homework before pitching a reporter or producer.

Become familiar with the journalist and the media outlet you are targeting. Study what the journalist has reported.

Follow and engage them on social media through Twitter or Facebook. For example, don’t pitch a story to a business reporter who covers banking and finance if you own a technology company that writes Smartphone applications for retail. Be prepared for the pitch. Think of it like this…you would never make a sales call without doing your research first.

Be a resource as well as a source

To build a credible and long-lasting relationship with a reporter, you need to become a resource as well as a source.

Let the journalist know that you are available to provide background information if they have a question for a story he or she is writing. You may not be quoted but know you are building a relationship. Think about other professionals within your network who could be strong sources for the journalist.

Pitching is sales

Pitching your story idea to a journalist or blogger is like any sales situation. Be conscious of your words and how you use them. Brevity is key; journalists do not have much time and

the demands on their time are great. You have less than two minutes – phone conversation, email or Tweet – to convince them, or at least capture their interest, in a pitch. Your story idea needs to be compelling enough to entertain and interest a viewer, listener or reader because the journalist’s goal is to inform his listeners, viewers and readers. Dull and one-dimensional pitches don’t work. No one really cares about your product or service unless it is so out of this world.

Think instead about how your company’s story is a plotline: What are the challenges you’ve overcome? What things are interesting about your company and why should the journalist care? How will it make business or life better?

After you have studied the reporter’s work and you understand the purpose of your pitch, make it easy for the journalist to use your information. When sending an email or placing a call, keep it brief. Remember the two minute rule?

Keep the conversation or copy in the email to a relevant story or new industry trend. The more complete your idea, the higher the odds of getting noticed by the reporter.

Silence is not a rejection… just take a hint

If you haven’t received a response to your pitch, the journalist may be too busy to respond or the pitch didn’t catch her interest. Follow up once a few days later and if you don’t hear anything back…drop it.

If you have started to build a relationship with a reporter, one way to keep it active is to check in every so often and to stay on the journalist’s radar screen. So how does that translate into the frequency of how often you should contact the journalist? It depends on how well you’ve developed a relationship with the journalist. My recommendation is to send an email every 1-2 months that offers a story idea or makes an introduction to a new source.

Make sure your company is ready to make the public announcement

A public relations campaign can do more harm than good if your company is not prepared to handle the demand for your product or service when there is a sudden and significant increase of customers, or if there are competitive advantages you don’t want your competition to learn. You need to consider the pros and cons of what information about your company you want to have public.

Public relations has a significant impact on a business’ bottom line. Knowing when you and your company are ready to take the spotlight is understanding when you are ready to let clients and perspective clients know how great your product or service is.

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Generational Marketing Strategies

“Here’s Johnny!” – is that a positive or negative memory phrase for you?

By Martha Garcia-Kampen

“Here’s Johnny!” – is that a positive or negative memory phrase for you? The answer will depend on your age, and into which generation you were born.

If you are a “Boomer,” approximately between the age of 45 and 65, this phrase probably conjures up positive images of our favorite Late Night television host, Johnny Carson. If, however, you are a “Gen Xer” or possibly even a “Millennial,” you’ll likely recall the scary face of Jack Nicholson in the 1980 movie, The Shining. This is an example of what is referred to as a “Generational Touchstone.”

Every generation has shared moments or experiences that become generational touchstones. These touchstones not only capture a communal memory, but become emotional shortcuts for the way many people felt at a particular point in time. Generational touchstones typically are related to particular events, phrases, images or even advertisements that become iconic for everyone in that age group.

Using generational touchstones in your marketing messaging, can be a strong and extremely effective emotional appeal to your target audience…if used correctly. But before a marketer can effectively use generational touchstones, one needs to understand the generation(s) to whom you are marketing. It’s basic marketing: Know Thy Customer.

There are various generations in the marketplace at this time. Generations are established based on significant events and experiences shared as a group during the formative years of approximately age seven to age 16/17. These experiences shape attitudes, values and memories – all of which affect the emotional drivers of purchase decisions.

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FALL 2013 HISPANIC CHAMBER OF COMMERCE

The four primary generations you may be marketing to as potential customers include: I. Silent (Mature) Generation: Those in their 70s and 80s II. Baby Boomers: Large enough to be divided into two sub-groups: Front-end Boomers: Age 57-67 Back-end Boomers: Age 49-56 III. Generation X: Age 32-48 IV. Millennials (or Gen Y): Approximately age 31 or younger.

Marketing to each generation requires different approaches, as each has a different set of values that drive purchase behavior.

Understanding these root values and their subsequent generational touchstone, can make for a more effective marketing campaign.

TIPS FOR MARKETING TO EACH GENERATION: MATURE Attitude: The world owes us because we’ve earned it the hard way!

© Have high standards in product quality and purchase experience © All about relationship – develop and earn their trust ©

Appeal to their sense of economy; they appreciate the value of a dollar

© Counsel and recommend rather than “sell” or hype ©

Keep promo design and content simple, direct, clearly legible to mature eyes; traditional media still effective

© Touchstone: Rosie the Riveter: “We Can Do It!”

Accurately implementing generational marketing strategies can greatly increase your effectiveness in gaining new and loyal customers.

BOOMER – Attitude: I am a free, unique individual and I want to live life out loud; it’s all about ME!

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Target key “pack leaders,” then encourage viral buzz

© Make the experience unique and interesting

© Multi-generational messaging is positively received

© Convenience matters; offer time-saving options

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Promote community service; “Cause Marketing” is almost

© Appeal to sense of ideal, dream, optimum lifestyle © Use relational, friendly, emotional, intellectual messaging ©

Utilize multi-media platforms; make it easy for them to contact you

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Touchstone: The Beatles (for Front-end Boomers, think 1960’s; for Back-end Boomers think 1970’s

GEN X – Attitude: I’m self-sufficient and quite capable of making smart decisions on my own.

© Want to be recognized and respected © Will do own research before deciding on purchase © Appreciate style and retro products ©

Not afraid to challenge or confront; will ask questions and want “just the facts”

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Visuals interest more than text; use multi-platform electronic media

© Touchstone: Sesame Street, retro video games/references

MILLENNIALS – Attitude: I can do anything I choose to do, and get what I want when I want it.

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Appeal to their top priorities of becoming “rich & famous” (entitlement)

© Include diversity in visuals

marketing

a must

© Touchstone: 9/11, Hurricane Katrina camaraderie * for more insight to this generation, you may want to refer to an annual report on college graduates since 2004, www.beloit.edu/mindset

MULTI-GENERATIONAL STRATEGIES

Sometimes it may make sense to market across several generations with specific products or services.

Here are a few considerations:

©

Sandwich Generation: Many Boomers find themselves “sandwiched” between caring for older parents and their own children; how can your product/service help them?

©

Multi-generational Households: Especially in our current economic environment, more adult children are moving back in (or never leaving) their parents or grandparents home.

©

Cross-generational Strategies: The Millennials, in particular, value the opinions and influence of their parents and especially grandparents. The Silent Generation, conversely will spend big bucks on their beloved grandchildren!

Accurately implementing generational marketing strategies can greatly increase your effectiveness in gaining new and loyal customers.

About Martha Garcia-Kampen: First-generation Mexican-American, Martha was raised bilingually and bi-culturally.

Having studied in Guadalajara, Mexico, Martha launched her career in Hispanic Marketing to the U.S. With extensive experience in marketing research, planning and implementation, Garcia-Kampen provides generational and cultural strategic marketing consultation to businesses, educational development on cross-cultural communications and trains corporate leaders and teams in the areas of inclusion and diversity. Contact Info: Kampen Consultants, LLC 745 Craig Road, Suite 212, St. Louis, MO 63141. 888-887-6536. Martha@kampen.com • www.kampen.com.

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language access

Multicultural People

At LAMP, our goal is to foster a comprehensive cultural understanding experience

“and give every individual the chance to not only speak, but be heard.”

U

nless you have traveled to a foreign country where you didn’t speak the language, it is difficult to put yourself in the position of someone who does not speak English and who lives in the United States. Perhaps while visiting another country on vacation you have fun dabbling with words and short phrases that help you to get around, such as, “Where’s the bathroom?” and, “Another drink, please.”

While it’s fun and exciting interacting with natives from that country, it is a dramatically different scene when you (or your family member) are lying in a hospital bed, terribly ill, and are not able to tell the physician what is wrong, nor can you understand what he or she says to you. Most people would feel upset, nervous, scared and extremely frustrated in this situation. Unfortunately, these are situations in which immigrants and refugees find themselves everyday in the United States, unless a professionally trained interpreter is provided.

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Interpreters, in their professional role as verbal and cultural communicators, help patients to understand the medical problem facing them, as well as help providers to more fully comprehend the scope of the problem by offering the opportunity for direct dialogue with the

interpreters are trained in Bridging the Gap, an internationally recognized medical interpreter training program developed by the Cross Cultural Health Care Program in Seattle, Washington. Additionally, several LAMP interpreters are Court Certified for In 1996 the Archbishop of St. Louis the state of Missouri and have the newly conducted a Community Health created national medical interpreter Assessment, which identified immigrants certification from the National Board of and refugees as a population that faced Certification for Medical Interpreters. significant barriers to health care, and Eduardo Vera, Executive Director of LAMP, as a result, people and organizations also teaches a Mental Health Interpreting collaborated to form what is now LAMP course at Meramec Community College (language. access. multicultural. people). during the fall and spring semesters, LAMP started with a handful of foreign highlighting the specialized situation of language interpreters who spoke only five interpreting for an individual who is not languages, and each year has substantially mentally stable. grown to cover forty-plus languages An integral part of LAMP’s non-profit currently, including the newly added organization is that of education at all American Sign Language. levels, including interpreter, customer, Now LAMP has ten full-time office and end-user education. LAMP prides staff, over 140 interpreters, and offers itself on its well-trained staff and highly interpreting and translation services twentyeducated interpreters, many of whom were four hours a day, seven days a week. physicians, dentists, engineers, scientists, “We seek to transcend barriers and find and teachers in their native countries. understanding not just in words, but in Most interpreters are native speakers meaning. When family, health or livelihood of the target language and therefore is in question, the answers will come not are 100% fluent in both terminology and from our ability to decode or decipher, cultural barriers that may arise during an but to fully comprehend.” interpretation session.

LAMP is the most prominent provider LAMP 8050 Watson Rd. Suite 340 of medical interpretive services in the Saint Louis, MO 63119. 314-842-0062 Saint Louis region. Its foreign language patient. Professionally trained interpreters do not interject their personal views or beliefs, but rather offer the exact meaning of what is said in one language into another language.

FALL 2013 HISPANIC CHAMBER OF COMMERCE

Ask SCORE

Build a Solid Business Network

O

ne of the most frequent questions aspiring entrepreneurs ask is, “How do I find new customers?”

There are many ways to market a new business. One of the most effective is tapping into networking opportunities with colleagues, allied businesses and referrals for potential customers.

Networking is not a daunting proposition when you come to realize that you already have something in common with nearly everyone you meet. It’s also a great way to become more attuned to issues that affect your customers—their needs, concerns and preferences—giving you a better chance of being in the proverbial right place at the right time.

Networking works best when there’s no pressure to make a sale. It is a platform to educate people about your business, it’s also important to ask questions and to actively listen. First impressions are important. Your first impression can be enhanced by your positive attitude and demeanor. Don’t just hand out your business cards. Rather, modestly say, “I don’t have one at the moment, but please give me your card.” That way you can follow up afterward with the good contacts without a barrage of mass inbound contacts.

To begin building your business network, consider these four avenues: 1. Trade associations. Nearly every type of business has a national association that represents its members’ interests. Most have local chapters with regular meetings and activities. Along with providing a great source of contacts, these organizations offer volunteer opportunities where you can demonstrate your initiative, cooperative spirit and leadership qualities plus maybe learn insider information. Remember trade associations are populated by not only your peers, but also by suppliers and customers both of which can be resources for a wealth of information.

2. Customers’ professional societies. If you really want to know what your customers are thinking, get involved in organizations that represent their interests. Do some research before you sign up, however. Some groups may have restrictions on membership, while others may have fees that exceed your probable return on investment.

On the other hand, many groups encourage businesses such as yours to advertise in their publications or participate in special programs.

3. C hambers of commerce and business roundtables including HCC. These groups offer valuable exposure within a particular community or region. While all members may not be in your target market, they can provide valuable leads and referrals. Many also offer opportunities for small businesses to display their wares at trade fairs, events and media features.

4. C ommunity service organizations are a great way to combine a personal interest with your business.

Many groups may have a need for your type of service, giving you the opportunity to do pro bono work in return for free visibility. What’s more, your fellow volunteers may also be potential customers.

You can plug into a wealth of business know-how by contacting your Hispanic Chamber of Commerce. Call for an appointment at the HCC Technology Center (314) 664-4432 or log on to http:// www.hccstl.com. You can also contact SCORE, “Counselors to America’s Small Business” sponsored by HCC, (314) 539-6600 ext. 242 or www.stlscore. org. SCORE is a nonprofit association of volunteer business counselors who donate their time and expertise to assist

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Inclusion and diversity are critically important to the growth and health of local businesses.

By Regional Business Council

I

nclusion and diversity are critically important to the growth and health of local businesses. Different perspectives and new approaches to problem solving are part of the fabric of successful economic development. At the Regional Business Council, we are committed to developing and retaining diverse business leaders for companies in the St. Louis region. We understand the critical importance of this platform and are devoting substantial resources to making it happen.

About the Regional Business Council

The Regional Business Council (RBC) is a consortium of Presidents and CEOs from 100 of the St. Louis region’s largest companies. RBC-member companies have a great impact on the economic health of the region, collectively employing over 100,000 people and generating more than $63 billion in revenue annually.

RBC companies are located across all corners of the bi-state St. Louis region and have a vested interest in vitality of the St. Louis community.

The RBC’s mission is to unite and engage members to act on high-impact business, civic, and philanthropic initiatives for

the betterment of the St. Louis region.

Together, we strategically invest our talent and resources in five areas of commitment: business diversity, higher education and talent development, K-12 education reform, business-friendly public policy and infrastructure, and quality of life. We take a hands-on, outcomes-based approach with our initiatives and work to be a catalyst for change and positive growth in our community.

Within our focus area of business diversity, the RBC’s work focuses on the attraction, retention, and development of diverse, professional talent. We accomplish this goal through partnerships with organizations like the Hispanic Chamber of Commerce, the Asian American Chamber of Commerce and the Urban League, through the promotion of best practices within our member companies, and through our premiere connection and development vehicle called the Young Professionals Network.

About the Young Professionals Network

The RBC launched the Young Professionals Network (YPN) in 2008 to attract and retain young talent to the

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FALL 2013 HISPANIC CHAMBER OF COMMERCE

region and to give future leaders unique opportunities for networking, professional development, and community involvement.

The YPN is open to ethnically diverse professionals under 40. Members have the opportunity to attend social, philanthropic, cultural and professional development opportunities throughout the year. There is no membership fee, as programming is made possible by the generous sponsorships of local businesses. The YPN currently comprises 2100 professionals representing 700 companies.

We closely partner with other young professional groups in the city to help them advance their causes. We strongly believe that business professionals should be involved in a variety of civic and professional organizations. This includes participating in groups as members and attendees of events, but it also means getting involved at a deeper level. We all share a common interest in changing the face of St. Louis and supporting emerging talent. Many members have become involved with worthy organizations in the city and have joined boards of directors.

Board membership is a great way to give back to the community and build a strong professional network. The RBC works

outside of her Build-A-Bear Workshop career. Thanks to relationships built through the YPN, Martí accepted a Board of Directors position with Forest Park Forever. She is the Co-President/ Co-Founder of Young Friends of Forest Park Forever.

as a facilitator to help connect young professionals with organizations that need qualified board members.

Highlight YPN Member, Sisi Beltran Martí

Imagine that it is your job to bring thousands of children a unique experience with their favorite stuffed bear. That’s exactly what YPN member Sisi Beltran Martí does at Build-ABear Workshop. Martí started her career at Build-A-Bear Workshop in 2004 after graduating with a degree in international business and marketing from Washington University in St. Louis.

Today, Martí is responsible for brand marketing in more than 150 stores outside the United States and Canada, including corporately held locations in the United Kingdom and Ireland, and franchised locations in Denmark, Sweden, Norway, Germany, United Arab Emirates, Bahrain, Kuwait, South Africa, Japan, Singapore, Thailand, Australia, Mexico and Brazil.

The YPN has had a huge impact on Martí’s career. Last year, Martí was selected by her peers to participate in the YPN’s Leadership 100. This group

In 2007, she was named one of the St. Louis Business Journal’s “Top 30 Under 30,” a recognition honoring young professionals who achieve excellence at work and in the community. She has given her time and talent to the United Way, FOCUS St. Louis, Move & Shake, and What’s Right with the Region. of professionals is targeted for unique professional, cultural, and community service projects.

“The YPN has helped me develop relationships with other young professional leaders and hone some of my personal skills, including how to be a better communicator and how to cultivate my executive brand presence,” says Martí. “The events and seminars hosted by the YPN always provide great insight into different community organizations and new experiences.”

Martí’s accomplishments extend

Martí came to St. Louis to attend college and never thought she would stay here. Now, 13 years later, she says she has a hard time thinking she’ll ever live anywhere else.

“The people in this community, the opportunities, the ‘feel,’ is something so unique, it’s hard to imagine ever leaving it,” concluded Martí.

The YPN is comprised of hundreds of members like Ms. Martí. For more information on how you can take advantage of the YPN’s extensive networking opportunities, visit www.stlrbc.org.

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Membership Sponsors

PLATINUM Anheuser-Busch, Inc. Centene Corporation

DIAMOND Regional Business Council

SILVER

BRONZE FRIEND McCormack Baron Salazar, Inc. AMDOCS, Inc. Midwest BankCentre Armstrong Teasdale LLP NextGen Information Services, Inc. AutoZone Pangea Group Commerce Bank People’s Health Centers Crown Linen Service Dean Team Prudential Emmis Communications St. Louis Ranken Technical College Enterprise Bank & Trust Republic Services Enterprise Rent-A-Car Sheraton St. Louis City Center Hotel and Suites Sheraton Westport Hotels Facilitec Corporate Furnishings Federal Reserve Bank of St. Louis Stinson Morrison Hecker LLP Fifth Third Bank St. Louis College of Health Careers Garcia Properties St. Louis Community College Guarantee Electric Company St. Louis Post-Dispatch Hospitality Staffing Solutions UMB Bank Lowe’s Home Improvement United Way Madrina’s Ice Cream VisionIT