Finalist Q&A: padma media and marketing

padma media and marketing creates strategic marketing and communications initiatives that target ethnic consumers, including bilingual and bicultural Hispanics and South Asians.

How did you come up with the idea for your business, and what were your influences and sources of motivation?

Ana Lydia Ochoa: I have been a PR practitioner for more than 12 years and have never questioned my career choice. My career began by reaching out to general consumer markets which eventually led me to creating communications initiatives for various Fortune 500 clients that reached Hispanic consumers. This, of course, was before Ricky Martins explosive Grammy’s presentation! From that moment on, Hispanic consumers were no longer an afterthought – we were seen as a burgeoning and important consumer group. And, although most large agencies and independent firms created amazing work that reached Hispanic immigrants that are largely monolingual/Spanish-speaking, no one was reaching the bilingual, high net-worth Hispanic consumer. This is where we come in: padma media & marketing reaches the bilingual Hispanic market that is not only financially high net-worth, but also has the highest education, consumes luxury products and isn’t (only) consuming Spanish-language media. In other words, our agency, our staff, IS the market we reach – because we are that market. We continue to strive to create non traditional consumer outreach initiatives because we are keenly aware of our surroundings and are able to work quickly and more efficiently due to our agency size.

What do you consider to be a unique feature of your business?

Macy's Shoe Diva event.

At most large agencies, someone of my level of experience wouldn’t be the day-to-day contact for the client. Usually, a senior person, or someone like myself, creates the plan and makes the presentation to the client, but a junior and inexperienced staffer does the work. At padma media & marketing, I am the day-to-day for all of the firms clients and the team supports the overall efforts.

Secondly, we have one budget, versus varying ‘hourly rates’ typically dictated at other agencies, and we do not bill for basic out-of-pocket expenses such as phone or cell charges, faxes, copies or mailing fees. In other words, we don’t penny-pinch our clients. Rather, we create budgets that are unique to each project or client that include everything we estimate will be needed to do the work.

What are your thoughts on the future of small businesses in a slowing economy and their importance to the vitality of the local community?

Macy's Christina Aguilera "Inspire" launch.

America’s small businesses are a force to be reckoned with, IF we stay technically advanced, are able to speak the same language as large corporations, and don’t loose sight of who helped us get to where we are: our employees and investors. Even if a small business employs a single person, we should always continue to treat that employee with fairness and dignity. Keeping one employee for years has more of an impact on the local community rather than employing many employees for a short periods of time.

Why should the Idea Cafe regulars vote for you?

I am sincerely appreciative of the opportunity Idea Café has given us. We do not take for granted the honor it has been, and is, to be part of America’s growing number of small businesses that give a pulse to our great country and economy. As our country changes and diversifies to truly become a melting pot, padma media & marketing services have become more timely.

The Idea Café regulars that vote for us believe that multi-ethnic marketing communications initiatives should not only reach the monolingual consumers but also the English speakers, They also believe that the multiethnic consumer is a viable part of the American consumer markets, whose net worth creates opportunities for everyone.

And lastly, the Idea Café regulars that vote for us believe that you can run an ethical PR firm that also practices ‘green’ policies and believes in giving back.