The One Marketing Question That Built a 30-Year-Old Business: A How-To Guide

Introduction

When Julia Huang founded Intertrend Communications in 1991, multicultural marketing wasn't yet recognized as a serious growth category. Yet her agency grew to become an award-winning leader in Asian American advertising. The secret? A single, transformative marketing question that shifted her focus from mass-market tactics to deep cultural relevance. This how-to guide distills her three decades of experience into a step-by-step framework you can apply to any business — whether you're launching a startup or revitalizing an existing brand.

What You Need

• Clear understanding of your current marketing question — Write down the primary question your marketing efforts currently aim to answer.
• Audience research tools — Surveys, focus groups, or social listening platforms to gather cultural and behavioral insights.
• Ethnographic or cultural data sources — Reports from organizations like Pew Research or industry associations relevant to your target market.
• Time for deep reflection and iteration — This is not a one-hour exercise; expect to revisit and refine over weeks.
• Team alignment — Ensure everyone from creative to sales understands the new focus.

Step-by-Step Guide

Step 1: Reframe Your Core Marketing Question

The pivotal shift: Most businesses ask, “How do we sell more products to the largest audience?” Huang changed this to “Who do we truly serve, and what do they need from us as a brand?” This moves you from a product-centric to a people-centric mindset.

1. Write down your current marketing question (e.g., “How can we increase conversion rates?”).
2. Cross out any wording that focuses solely on transactions or broad demographics.
3. Replace with a question that centers on understanding and serving a specific cultural or community group (e.g., “How can we build a trusted relationship with [community]?”).

Step 2: Immerse Yourself in Audience Insights Beyond Demographics

Huang didn’t stop at age, income, or location. She explored cultural values, language nuances, and historical context. Use these methods:

• Conduct ethnographic interviews — Talk to community members in their own environments.
• Analyze cultural touchpoints — What media do they consume? What events matter to them?
• Map the customer journey with cultural barriers and enablers. For example, language preference may affect where someone shops for financial services.
• Create persona narratives that include cultural identity and generational influences.

Step 3: Redefine Your Value Proposition Around Relevance

Once you understand the audience, craft an offer that genuinely matters to them. Huang’s agency became the go-to for Asian American brands because they didn’t just translate ads — they translated values.

1. List the top three needs or pain points uncovered in Step 2.
2. Brainstorm how your product or service addresses each one in a way that respects cultural context.
3. Test your message with a small group from that community. Ask: “Does this feel like it was made for you, or at you?”

Step 4: Build Campaigns That Feel Like Conversations, Not Broadcasts

Huang’s campaigns earned awards because they spoke with the audience, not at them. To replicate this:

• Hire or collaborate with cultural insiders — marketers, creatives, or influencers who live the experience.
• Use native language and imagery — not just translation, but transcreation (adapting the message for emotional resonance).
• Choose channels where the community already gathers — whether it’s a specific streaming service, social platform, or local event.
• Invite user-generated content that celebrates the community’s own stories.

Step 5: Measure What Matters — Loyalty, Advocacy, and Longevity

Huang’s business thrived for three decades because she tracked more than quarterly sales. Define success metrics aligned with the new marketing question:

Regularly revisit your core question (Step 1) to ensure you haven’t drifted back to old habits.

Tips for Long-Term Success

Based on Huang’s three decades of experience, here are four essential tips to make this framework stick:

• Start small, but start authentic. Don’t wait until you have a perfect campaign. Run a pilot with one authentic touchpoint, learn, and scale.
• Protect your pivot from internal pushback. Some team members may resist moving away from mass-market thinking. Use small wins (e.g., a pilot campaign’s engagement spike) to build credibility.
• Invest in cultural education for all staff. The best marketing comes from an informed team. Encourage everyone to learn about the community’s history, not just consumer behavior.
• Re-ask the question every year. Audiences evolve. What worked in 1991 won’t work in 2025 — but the question “Who do we truly serve?” remains timeless.

Remember: The single question that built a 30-year legacy isn’t about tactics — it’s about identity. Get that right, and the results follow.