The Curvy Coach

Many business owners and corporations were puzzled for a long time on what exactly they should do to reach the African-American market as well as other minorities. It took years before they realized the true buying power of the various cultures here in America. Now when you flip through a magazine or watch your television you see a wide array of races represented in the media. While there’s still a long way to go, progress has clearly been made.  I’m beginning to see a similar trend, except it’s happening with the majority – the plus-size community.

As a business owner, customer acquisition is a critical part of your business development and growth strategies. It’s actually pretty exciting to discover where new business opportunities are and what markets you can tap into to gain new clients. Well I’m here to tell you that this new market is around you everywhere you go. The plus-size buying power is strong and finally you’re seeing some of us in TV shows like “Drop Dead Diva”, “More to Love”, and “Dance You’re A$$ Off”. Whether these shows shine a positive light on the plus community is another debate, but I wanted to share with you 5 Surefire ways your business can stay ahead of the curve [pun intended] and tap into the plus-size market which could potentially skyrocket your business.

Image by John Kuo

• Decide what you want your customers/clients/readers to experience from your products and services. Is there a way that you would like them to feel? (i.e. confident, empowered, relaxed, slim, productive, etc.) Remember, this is about your brand; tt’s no longer about the product or service you’re offering. Think about what you want your prospects will say to others about you. When they tell that story, what do you want them to say?
• Tweak your marketing messages and images to show that speaks directly to the plus-size community. It shows that you are clear about your vision and you truly care about your clients. Don’t be afraid to speak the language of your prospects and show images of what they look like. I’m sure you’ve seen Ford commercials playing hip-hop music with African-Americans featured in their tv commercials. It’s not just happen stance. Use a similar approach in your marketing/advertising to develop a personal connection with your prospects.
• Enlist well-known and experienced plus-size business experts as part of your team. You have to be open to knowing the value of your target market by simply asking for help from those who know, live, and breathe plus-size. It shows respect and makes your brand look really smart. Do your homework, conduct surveys, read the reports from plus-size marketing groups and research groups to help paint a better picture of your prospects. It’s worth the investment.
• Develop a system to keep your new prospects engaged. Don’t be “that business” that does a onetime study or create one product line and then leave your clients hanging. Continue to request feedback from your clients and get involved in their communities. Business is changing at a rapid pace and what your prospects liked last year may not resonate with them this year.  Like any relationships, regular and consistent communication is key to developing a strong brand and staying ahead of the curve.
• Create a budget for your plus-size marketing and sales efforts and test, test, test! Set aside a budget so that you can track where your dollars are spent on customer acquisition. This will help you to see what worked and what didn’t. It’s important to realize that you may receive a lot of verbal feedback, but you will find truth in where people pull out their wallets. Managing your budget will  also help you to see what your return on investment and in what areas you can re-invest. Continue to test, tweak, and streamline so that your brand is truly defined and resonated with your audience.

Cheers to your newfound transformation!