The other day I read that if you’re not number #1 in your niche, it’s time to pick something that you can be number one in.
Then, I came across Eric Diaz, the Co Owner of Nativa, a multicultural communications agency that focuses on the Hispanic market through digital communications, online advertising and culturally relevant content creation.
Talk about a niche. I had to learn more and connected with Eric for a Q&A. Here’s the exchange:
What’s the story of how you carved out the Hispanic marketing niche with Nativa?
In 2008 my business partner and I started a web design company, but we quickly found out there were about a million other web design companies. As we wrapped our heads around that, we saw an opportunity that was in Hispanic Digital marketing, there was a great demand for it specifically in social media. At that time there were a lot of good marketing agencies; however, they didn’t do Hispanic marketing. There were also a lot of good Hispanic agencies, but they were traditional (radio and TV) and did not focus on digital. This is where my business partner and I found our niche in doing digital Hispanic.
When you first planted the flag with your niche, was it something people immediately gravitated to? Or did it take a bit of explaining?
It definitely took explaining, over time we really simplified it. The easiest way to explain what we do is that we help brands and the government reach the Hispanic consumer online.
What’s the biggest pain point that you’re solving for clients?
Doing research on the Hispanic consumer is perhaps the biggest pain point as it requires hours upon hours, sometimes taking months to fully complete for our clients. We focus on research because we really want to get our eyes and ears out there for our clients to set a solid strategy. We dig deep into their industry to fully find out what their Hispanic consumers are thinking, doing, or saying about their category, their competitors, and their own brand and campaigns. That research provides our clients with detailed information that helps set up and create a successful campaign.
You’ve got a great client list with some big names. What has been the key to attracting new business?
It’s been about leveraging our networks, traveling to conferences and just being thoughtleaders. Presenting, putting out solid content and research, and trail blazing with our cutting edge Hispanic online listening research tools. We also shoot high, we don’t really go for the mom and pop’s type of business, we look more towards brands and government. Companies and brands that people have heard of. Having our focus there and being where high level executives from these companies are, networking, traveling, speaking, LinkedIn, and being relevant, has helped us attract new business.
What’s one piece of advice that you would give yourself if you were just starting out Nativa today?
If I was starting from the beginning, I would say to focus and put more emphasis on sales people.
In addition to Nativa, Eric Diaz also founded Coworking on 15th Ave in central Phoenix (named one of the top shared office spaces in Phoenix). Tired of renting from lackluster office buildings, Eric decided to create the type of environment he would want to work in which allows an entrepreneur to work hard, collaborate with others, and enjoy a healthy lifestyle.
Eric has worn many hats throughout his professional career. He spent parts of 2007 and 2008 in Shanghai, China’s economic capital, serving an important supply chain development role for Staples, Inc., a Fortune 500 retailer constructing a modern and efficient warehouse to help support the exponential company growth in the region. Additionally, as part of his Masters program Eric designed and executed a research study on the cultural influences and business activities within the Shanghai region contributing to its hyper-economic growth.
Eric completed his Masters Degree in Finance at Northeastern University in Boston while founding and becoming president of the Latin American MBA Association (LAMBAA). He completed his undergraduate degree at The Ohio State University and has a passion for helping people. Several of his interests include boxing, marathon running, basketball, world travel, and meeting new people. His dream is to run his own successful coworking environment.