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Marketing to Diverse Communities
Some 35 percent of the markets Verizon serves are multicultural, and two-thirds of the Hispanic population in the
The estimated purchasing power of African-Americans, Asians, Hispanics, gays and lesbians, and people with disabilities will be more than $ 2.5 trillion by 2010, according to MCM Selig 2005. To help us understand the needs of these customers, our multicultural marketing team conducts in-depth market research, focus groups and surveys.
Additionally, members from our multicultural marketing team are from these diverse communities and possess a deep understanding of their cultures. We also work with agencies that specialize in targeting African-Americans, Asians and Hispanics. So when we reach out to each of these diverse communities, we communicate with them in their language and focus on topics relevant to each group. Verizon’s multicultural marketing team also communicates with our multicultural sales force who deals with customers on a daily basis. The feedback we get from our customers gives us first-hand knowledge and even more insight into what our customers want.
Verizon provides customer service support in six languages in the areas that we serve. For more than a decade, Verizon has provided in-language sales representatives to support customers in Chinese (Mandarin and Cantonese), Korean, Russian, Spanish and Vietnamese. Today more than 1,000 employees staff 13 Verizon consumer multicultural sales and solution centers in various parts of the country, communicating with customers in their native languages. Also many Verizon Plus stores are located in multicultural communities and staffed with multilingual employees to serve our customers.
When possible, Verizon also joins in the festivities and sponsor events such as the Lunar New Year, Cino de Mayo, Hispanic Heritage month, Black History month, Latin Grammys, the NAACP Image Awards, Hispanic and Asian film festivals and others.