$3.5 Trillion Advantage

Advising Fortune 500 companies
on how to successfully expand
and implement their strategies
in multicultural markets with
appreciation and relevance, has
been the focus of Soto's advisory
work for over twenty-five years.
In The $3.5 Trillion Advantage -
A Marketer's Guide to Growing
Revenue in Today's America, Soto
seeks to accomplish three important
goals.
1. Help companies understand
that today's America's has changed
dramatically. Demographics
have shifted significantly and
will continue to shift. Through
astonishing demographics and
economic data which places the
buying power of U.S. multicultural
markets at an astonishing $3.5
Trillion, Soto helps marketers see
the logic in looking for growth in
young and growing markets in the
U.S. and in organizing to attain a
position of competitive advantage
in the country's multicultural market.
2. Illustrate how current methods
of targeting multicultural markets
are not working to companies' best
advantage. Not surprisingly, they are
also not working to the advantage
of the executives assigned to
manage multicultural work, or to
the advantage of agencies to which
the work is assigned, and least of
all to the advantage of multicultural
consumers who continue to
experience irrelevant and frictionfull
customer purchase journeys 3. Propose that targeting
multicultural markets in the U.S. is
due for a significant overhaul and
mind shift. Companies need to move
away from sporadic and arbitrary
tactical approaches and move
beyond simply advertising to full
board strategy expansion planning
complete with consumer relevant
and integrated implementation
across the organization -- much like
a regional or even an international
market expansion.
Soto illustrates and diagnoses the
challenges corporate stakeholders
continue to face using archetypes
- "Deniers," "Dabblers" and
"Committed," and then shifts to
a wealth of insights and winning
methods with examples and best
practices from some of her most
successful corporate clients.