Pull a Stunt
As you sit in a sidewalk café one sunny afternoon, you notice heads suddenly swiveling. A woman is walking down the street…in a boned, laced bodice that gives her a silhouette that would make strong men faint. She hands out leaflets to her entranced audience. She makes more than $3,000 in bodice orders within the week. Not bad for a marketing outlay of $10 and a couple of hours.

A good publicity stunt is a startlingly effective way to catapult your business into the public eye and gain exposure that could otherwise cost you a fortune—if you're the kind of person who's not afraid to be a bit wacky. Think up a clever, funny, outrageous idea and tell the local media—newspapers, radio stations, TV stations—all about it. Call everyone you know, and ask them to spread the word.

COOL TOOL Want to get noticed? Increase sales with an Internet YellowPages business listing.

If you're starting a homemade jam business, for example, put out a public challenge for a jam-sandwich-eating contest. Or stage a "live" commercial in a crowded mall or even the street. (Get permission first.) See if you can convince (or entice with free offers of whatever you sell) friends or family to take part. Otherwise, you can probably hire aspiring actors or musicians from local schools and guilds for very little money.

Even if you're not willing to go quite that far, you can whip up some public interest by adding theater to your business. If you're selling hand-painted silk accessories, give a full-blown silk-painting demonstration in the park, complete with flying painted-silk pennants. Or spread a bright cloth on the grass by a high-traffic area of the park, sit down in a suit with a briefcase, and put up a big sign that reads "Tax accountant for hire." The possibilities are limited only by your imagination.

Barter
Before there was money, there was bartering, the direct exchange of goods and services. You might not have money for marketing, but you do have something to trade: your business.

Call your local radio stations and offer free gifts, appointments, coupons—whatever you've got and can afford—to be used as prizes in their promotional draws or contests. In exchange, you get to include your business name and contact information on all these products, and they make periodic announcements on the air that sing praises of your contributions.

You can also barter with other small businesses in your area. Are you an information broker, plumber, candlestick maker? Find a copywriter, Web site designer or desktop publisher and offer to trade your services for professionally written ad copy and polished Web sites and brochures.

Give Away Tips (and Your Name)
Name recognition: that's what those giant billboard ads and full-color magazine spreads are trying to build. Name recognition sells because people fall back on the things that are familiar. You, too, can cash in on this tendency—and spend nothing more than your time and photocopying costs.

LEARN MORE Another great marketing tool: testimonials.

Start by writing a short article that offers a set of tips related to your business. Remember, on this topic, you're the expert. Pick a catchy title that promises secrets, numbers and reasons ("Become your own boss in five easy steps," "Three things to try when your computer dies" and "7 mortgage mistakes to avoid," for example). Don't overtly sell your business, though you can make references to it. Many people who never read ads will read an article, especially one that promises a tangible benefit.

Format the article so you can fold it into a convenient shape for mailing or handing out. Include contact information and a clear but brief description of your business where they're visible but not obtrusive. Hand out the "free tips" at networking events, send them to relatives and friends, and post them on bulletin boards in coffee shops, Laundromats, public libraries and malls. Offer them free from your Web site if you have one.

Ask compatible local businesses to keep a stack of them as a service to customers. "10 things to look for in a good pet sitter" would probably be welcomed at your vet's office, "Beat stress through aromatherapy" at a natural products store. And the next time someone is going on holiday in Europe or runs into a stressful spell, your pet-sitting or aromatherapy massage business will be first in line for consideration.

Stand United

LEARN MORE What are you trying to achieve with your sales and marketing? You need to set some goals.

This is probably the most effective and least-utilized way you can get more business fast: Join forces with other entrepreneurs who run businesses complementary to yours. If you're a copywriter, seek out a graphic designer and a printer. Interior designers can team up with house painters and custom furniture makers, resume writers with employment consultants.

Market your services jointly, and refer your clients to each other. Offer coupons that offer discounts to each others' services. Not only do you get many times the exposure you'd get if you were marketing alone, but you'll also attract extra customers who want the convenience of one-stop shopping for all their needs.

Target market

Competitive analysis

2 direct competition

-         univision

-         fox

-         wb

-         telemundo

-         stevens productions

-         west end studios

-         film creations

-          

2 indirect competition

List of questions:

-         What are your services?

-         Where are you located?

-         Do you do commercials?

-         What are your costs?

-         What cameras do you use?

-         Do you have your own talent or do we have to supply them?

Target Market

Demographic Consumer Description

National Organizations

Hispanic Heritage Awards Foundation
National Headquarters
Phone: 202.861.9797
Website: www.hispanicawards.org

League of United Latin American Citizens
National Headquarters
Phone: 800.LULAC.10
Website: www.lulac.org

Mexican American Legal Defense and Educational Fund
National Headquarters
Phone: 213.629.2512
Website: www.maldef.org

Mexican-American Bowling Organization (MAmBO)
Website: www.mambo.org
E-mail: info@mambo.org
Phone: 1.888.682.8362
Fax: 916.688.4681

National Alliance for Hispanic Health
National Headquarters
Phone: 202.387.5000
Website: www.hispanichealth.org

National Association of Latino Elected and Appointed Officials Education Fund (NALEO)
National Headquarters
Phone: 213.747.7606
Website: www.naleo.org

National Council of La Raza
National Headquarters
Phone: 202.785.1670
Website: nclr.org

National Hispana Leadership Institute (NHLI)
National Headquarters
Phone: 703.527.6007
Website: www.nhli.org

National Scholarship Fund
Phone: 877.473.4636
Website: www.hsf.net

Society of Hispanic Professional Engineers
National Headquarters
Phone: 323.725.3970
Fax: 323.725.0316
E-mail: shpenational@shpe.org
website: www.shpe.org

Todos Los Ninos listing
www.aask-az.org

United States Hispanic Chamber of Commerce
National Headquarters
Phone: 202.842.1212
Website: www.ushcc.com

Alma de la Gente
800 North 1st Avenue
Phone: 602.443.4300
Fax: 602.252.1476
E-mail: almadelagente@yahoo.com

Arizona Association of Chicanos for Higher Education (AACHE)
Phone: 480.965.9573
E-mail: manuel.hernandez@asu.edu
website: www.aache.org

Arizona Association of Chicano for Higher Education (AACHE)
Maricopa Chapter of AACHE
2323 W. 14th Street
Tempe, AZ 85281-6942
Phone: 480.517.8274
E-mail: larry.celaya@riomail.maricopa.edu
Website: www.rio.maricopa.edu/ci/programs/aache

Arizona Coalition of Latin American Artists (ACLAA)
824 S Mill Ave. Suite 219
Tempe, AZ 85281
Phone: 480.557.7195
E-mail: zopilote1@mindspring.com
Website: www.zopilote.com

Arizona Hispanic School Administrators Association
PO Box 91438
Phoenix, AZ 85066
Contact: Deborah Gomez
Phone: 480 730 7305

Arizona Hispanic Chamber of Commerce
255 E. Osborn Rd. Suite 201
Phoenix, AZ 85012
Phone: 602 279 1800
website: www.azhcc.com

Arizona Hispanic Community Forum
P.O. Box 81135
Phoenix, AZ 85069-1135
Phone: 480 965 0345
website: www.azhcf.org

ASU Foundation
Hispanic Community Partnership Scholarship Program
P.O. Box 870904
Tempe, AZ 85287-0904
Phone: 480.727.8509
E-mail: sandra.ferniza@asu.edu

ASU Hispanic Business Alumni Association
Arizona State University
W.P. Carey School of Business
P.O. Box 873506
Tempe, AZ 85287-3506
Phone: 602 750 2840
website: www.wpcarey.asu.edu/alumni/hba/index.cfm

Arizona Latino Republican Association (ALRA)
P.O. Box 27754
Tempe, AZ 85283-7754
Phone: 602.999.3955
E-mail: bsesparza@cox.net
Website: www.latinogop.org

Arizona State Legislative Latino Caucus
1700 W. Washington
Phoenix, Arizona 85007
Phone: 602.542.3533
E-mail: mquezada@azleg.state.az.us
Phone: 602.542.3382
E-mail: gvalenci@azleg.state.az.us
Website: www.azleg.state.az.us

Arizona State University
Hispanic Mother-Daughter Program
P.O. Box 871112
Tempe, AZ 85287
Phone: 480-965-5838

Arizona Latin-American Medical Association
PO Box 24152
Tempe, AZ 85285-4152
Phone: 480 720 6509
alma@latinohealthonline.com
website: www.latinohealthonline.com

Arizona Latino Media Association
P.O. Box 1168
Phoenix, AZ 85001
e-mail: info@almaweb.org
website: www.almaweb.org

Arizona Project Vote
Latino Vote Project
1018 W. Roosevelt
Phoenix, AZ 85007
Phone: 602.253.4719
E-mail: debslopez@msn.com

Arizona State University
Chicano Faculty and Staff Association
phone: 480.965.2915
email: empower@asu.edu
website: www.asu.edu/asfn.cfsa

ASU Los Diablos Alumni Association
P.O. Box 872512
Tempe, AZ 85287-2512
Phone: 480.965.8889
e-mail: losdiablosalumni@hotmail.com

Brazos Abiertos Inc.
P.O. Box 14703
Scottsdale, AZ 85267
Phone: 480.892.9325
Phone: 480.473.1908

Centro De Amistad, Inc.
8202 S. Avenida Del Yaqui
Guadalupe, AZ 85283
Phone: 480.839.2926
E-mail: santinob@centrodeamistad.org

Chicanos Por La Causa, Inc.
1112 East Buckeye Road
Phoenix, AZ 85034-4043
Phone: 602 257 0700
www.cplc.org

Coalition for Latino Political Action
Phone: 602.741.8941 (Nancy A. Barron)
E-mail:AZ_CLPA@yahoo.com

Concilio Latino de Salud
546 E. Osborn Rd., #22
Phoenix, AZ 85012
Phone: 602.285.0970
Website: www.conciliolatinodesalud.org

Creciendo Unidos
4520 N. Central Avenue, Suite 560
Phoenix, AZ 85012
Phone: 602.926.1860
Email: guillesastre@aol.com

East Valley Hispanic Bomberos
P.O. Box 2010
Mesa, AZ 85214-9998
Phone: 480 644 2108
e-mail: mesa_bomberos@yahoo.com
website: www.geocities.com/mesa_bomberos

Friendly House
723 South First Avenue
Phoenix, Arizona 85030
phone: 602 416 7248
e-mail: jimm@friendlyhouse.org
website: www.friendlyhouse.org

Hispanic Association of Real Estate Professional (HAREP)
P.O. Box 8427
Phoenix, AZ 85066
Phone: 602.243.1817
E-mail:margie@arizonadreamrealty.com

Hispanic East Valley Business Club
1615 E. Warner Rd Suite 3
Tempe, AZ 85284
Contact: Umberto Mendia
Phone: 480 831 7363

Hispanic Institute of Social Issues
PO Box 50553
Mesa, AZ 85208
Phone: 480 983 1445

Hispanic Research Center
Arizona State University
P.O. Box 872702
Tempe, AZ 85287-2702
Phone: 480 965 3990
website: www.asu.edu/clas/hrc/

Hispanos Unidos
Chandler Gilbert Community College
2626 E. Pecos Rd.
Chandler, AZ 85225
Phone: 480 732 7171
e-mail: david.munoz@cgcmail.maricopa.edu

Hispanic Women's Corporation
P.O. Box 20725
Phoenix, AZ 85036-0725
Phone: 602.954.7995
E-mail:hwc@inetmail.att.net
Website: www.hispanicwomen.org

Instituto Interamericano de Arquitectura
P.O. Box 2815
Phoenix, AZ 85008
Phone: 623.340.0709
E-mail: rdarchitecture@cs.com
Website: http://www.iiarq.org/


Kappa Delta Chi Latina Sorority, Inc.
Contact: Stacey Flores, National Marketing Chair
P.O. Box 2095
Phoenix, Arizona 85001
Email: kdx_marketing@yahoo.com

Las Fuentes Health Clinic of Guadalupe
8625 S. Avenida del Yaqui
Guadalupe, AZ 85283
Phone: 480.777.2263
Email: jwmolina@pol.net

Latina Resource
Phone: 602.955.2139
E-mail: latinaresource@msn.com

Latino Institute (City of Phoenix)
Phone: 602 261 8055
e-mail: carmela.ramirez@phoenix.gov
website: www.phoenix.gov/phxlatin.html

League of United Latin American Citizens (LULAC)
Arizona District #1 Director / Ray Gano
1235 E. Highland Ave.
Phoenix, AZ 85014
phone: 602 241 3302 message: 602 278 8783
email: ray_gano@yahoo.com

Los Abogados
323 W. Roosevelt Suite 100
Phoenix, Arizona 85003
Phone: 602 257 0000
website: www.losabogados.net

Los San Patricios de Arizona
3104 E. Camelback Rd., #520
Phoenix, AZ 85016
Phone: 480.951.0301
E-mail: azrose2248@cox.net

Maricopa County Hispanic Network
Phone: 602.506.5887
E-mail eyniguez@mail.maricopa.gov
Website: www.azda.com/mchn

Mesa Association of Hispanic Citizens (MAHC)
215 N. Robson
Mesa, AZ 85201
Phone: 480 644 0506

Mexican Cultural Center
17 S. 2nd Avenue 4th Floor
Phoenix, Arizona 85003
Phone: 602 271 4858
e-mail: ccmexphx@aol.comccmexphx@aol.com

Mexican American Golf Association (MAGA)
Phoenix Chapter
P.O. Box 23338
Phoenix, AZ 85063-3338
Phone: 602.942.9710
e-mail: azmaga@cox.net

Mujer Inc.
P.O. Box 44
Phoenix, AZ 85001
Phone: 602.561.8533
E-mail: destrel@qwest.net
Website: www.mujerinc.org

Mujeres Nuevo Milenio, Inc.
PO Box 44168
Phoenix, AZ 85064
Phone: 480 464 3506
e-mail: rebecca@mujeresnm.com

Museo Chicano
147 E. Adams
Phoenix, AZ 85004
Phone: 602.257.5536
E-mail: museochicano@juno.com

National Association of Hispanic Nurses
Valle de Sol Chapter
P.O. Box 47128
Phoenix, AZ 85068
Phone: 480.965.4316
E-mail: ester.ruiz@asu.edu
Website:www.nahn-phx.org

National Latino Peace Officers Association
State of Arizona
P.O. Box 1551
Phoenix, AZ 85001
Phone: 602 440 5601
E-mail: aznlpoa@net0.net
Website: www.aznlpoa.org

National Society of Hispanic MBAs (NSHMBA)
Phoenix Chapter
P.O. Box 2710
Phoenix, AZ 85002
E-mail: general@phoenix.nshmba.org
Website: www.phoenix.nshmba.org

Organizacion Latinos Unidos
2437 E. Camelback Rd. 5th floor.
Phoenix, AZ 85016
Phone: 480 505 2260
e-mail: ralvarez1132@msn.com
website: www.oluorg.org

Phoenix Hispanic Network (City of Phoenix)
Website: www.phnaz.net

Si, Se Puede! Foundation, Inc.
85 E. Saragosa St.
Chandler, AZ 85224
Phone: 480 812 1693
e-mail: als1723@aol.com

Society of Hispanic Professional Engineers (SHPE)
Greater Phoenix Professional Chapter
P.O. Box 61353
Phoenix, AZ 85082-1353
Phone: 602.705.1121 Alonso Garcia
Phone: 480.552.2099 Gus Barajas
E-mail: shpephx@shpephx.org
Website: http://reg2.shpe.org/shpephx/shpe_index.htm

Southwest Hispanic Culture Associations (SWHCA)
P.O. Box 1744
Avondale, AZ 85323
Phone: 602.542.1607

Success Training 4 Young Latina Entrepreneurs (STYLE)
P.O. Box 40967
Mesa, AZ 85274
Phone: 480.969.2053
E-mail: cecinc@ceci2000.com
Website: www.ceci2000.com

Teatro Bravo!
Phone: 602.258.1800
E-mail: teatrobravo@teatrobravo.org
Website: www.teatrobravo.org

Tempe Hispanic Forum
909 E. Loyola Drive
Tempe, AZ 85282
Phone: 480.968.3764
E-mail: dredv@aol.com
Ed Valenzuela, Ph.D., Chairman

Todos Los Ninos
A program of Aid to Adoption of Special Kids
501 E. Thomas Rd., Suite 100
Phoenix, AZ 85012
Phone: 602.254.2275
E-mail: rayala@aask-az.org
Websitte: www.aask-az.org

Tommy Nunez National Hispanic Basketball Classic
9643 S. Darrow Drive
Tempe, Arizona 85284
Phone: 602.940.7168

Thunderbird Latin Business Association
15249 N. 59th Ave. Box 413
Glendale, AZ 85306
Phone: 602.843.6030
E-mail: jgsuarez@global.t-bird.edu

United Latino Business Coalition
P.O. Box 448
Glendale, AZ 85311-0448
Phone: 480.483.7615
E-mail: mg@mitesolutions.com
Website: www.ulbcus.org

United Superiorites
Charlie Higuera
Phone: 480.354.1944

Valle del Sol, Inc.
1209 South 1st Avenue
Phoenix, AZ 85003
Phone: 602.258.6797
E-mail: luzs@valledelsol.com
Website: www.valledelsol.com

Valley Hispanic Bomberos
132 W. Granada Rd.
Phoenix, AZ 85003
Phone: 602.534.5964
E-mail: valley.hispanic.bomberos@phoenix.gov
E-mail: daniel.a.seville@phoenix.gov

West Valley Hispanic Association
P.O. Box 6003
Goodyear, AZ 85338
Phone: 623.334.1916
Phone: 623.221.1850

Xicanindio Artes Inc.
P.O. Box 1242
Mesa, AZ 85211
Phone: 480.833.5875
email: xicanindio@xicanindio.com
website: www.xicanindio.xicanindio.com

9 Beans & Burrito Foundation
2525 Argent Avenue
Elko, Nevada 89801
Phone: 602.679.8909 (Raul A. Monreal III)
E-mail: Raul.Monreal@9Beans.org
Website: www.9Beans.org

Schools

ASU Hispanic Business Students Association
Arizona State University
P.O. Box 873506
Tempe, AZ 85287-3506
Phone: 480 965 4066
website: www.asuhbsa.org

Thunderbird Latin Business Association
Thunderbird Campus Box 1287
15249 North 59th Avenue
Glendale, Arizona 85306
Phone: 602.751.9170
E-mail: mcoriano@global.t-bird.edu

University of Arizona Hispanic Alumni Association
4040 E. McDowell Rd. Suite 204
Phoenix, AZ 85008
Phone: 602.418.0457
email: ricacort@aol.com
http://www.az-hispanicconnection.com/