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When Marvi Yap immigrated to Toronto from the Philippines in 2002, she expected to translate her advertising experience into a successful marketing career.

She arrived with 15 years of experience in advertising, including seven years leading an agency. "I didn't think it would be difficult, since I was confident I knew the ins and outs of the business," she said.

She teamed up with Anna Maramba, a colleague from back home, and they started AV Communications. They concentrated on advertising focused on ethnic communities.

"There seemed to be a niche for this, because the ads we were seeing were mostly for the mainstream rather than the ethnic community," Ms. Maramba said. "We thought it would be a good idea to market ourselves using our backgrounds in targeting [minority] populations."

They started doing small projects for Filipino companies, but soon realized that the bigger, national or international clients were a tough sell and they didn't have the connections to get them in the door.

"I took networks for granted and didn't think they were that vital until I came to Canada and realized there was no one to run to for advice, referrals or help," Ms. Yap said.

Through a former client in the Philippines, AV landed a contract with Western Union, the money transfer firm many immigrants use to send funds home, to develop ads to influence the Filipino community. "We knew this is really our element. This is where we wanted to be, the niche we wanted to carve out," Ms. Yap said.

Within a year, AV's creative had hit the mark. The Filipino community had become Western Union's third-largest ethnic customer segment, up from its previous 12th-place ranking. In recognition, Western Union awarded AV a contract to handle its advertising for the ethnic and domestic markets. On the strength of this deal, AV landed a contract with Unilever to spread word within the Filipino community about a new brand of Knorr soup.

AV Communications is now a seven-person shop with $1.5-million in annual revenue. Ms. Yap and Ms. Maramba are pleased with their success, but are eager to grow. They have joined small-business organizations to expand their contacts, and have solicited ethnic media outlets for introductions to new prospects. Both women have been frequenting the seminar circuit. They hope to become the authority on multicultural communications.

What the experts say

Mat Wilcox, who runs The Wilcox Group, a small Vancouver-based public relations firm whose clients include such household names as Intrawest, Whole Foods Market and Telus, agrees that the first couple of years are difficult for a boutique business. "It's your reputation that gets you new customers after a while, as opposed to you going out and trying to get them, but it's that first couple of years that are so hard," Ms. Wilcox said. But Ms. Yap and Ms. Maramba were successful in landing a couple of big-name clients, so they should request letters of reference and post the accolades and positive e-mails on their website, she added. "The easiest thing for them is, big clients attract more big clients," said Ms. Wilcox, who snagged Starbucks as a client, which led to the National Basketball Association and then the Vancouver Grizzlies.

The next step, Ms. Wilcox said, is for the two women to decide which clients they want to go after, and then really do their homework on those one or two firms. Figure out what the hole in the company's marketing is, and come up with a pitch that shows how you can help them fill it. For example, many clients have no idea what is being said about them on the Internet and on blogs. Ms. Wilcox said her company has gained a number of new clients by informing the targeted firm of their online exposure and offering suggestions on how to handle the situation.

Susan Gordon, vice-president of national regional marketing for Rogers Wireless, agrees that AV Communications should try to leverage its existing clients. Ms. Gordon, who uses a small agency to do ethnic marketing for Rogers' cellphones, says well-targeted, properly researched cold calls do work. "If I get a phone call from an agency ... I ask them for a quick pitch. What I would suggest to them is to have a 30-second pitch on what value they can add to me. I make my decision on whether I want anything else from them based on that 30-second pitch."

If she likes the pitch, she'll ask the agency to send a package and follow up in a week, but she says they should be prepared during the phone call to ask relevant questions about Rogers' goals and objectives, things that can help them build a case. In the written pitch, she needs to see that they know what her company has done before. "If I like the package, then they get face time."

Ms. Yap's and Ms. Maramba's decision to get on the seminar circuit was well received by both experts. As well as sitting on the panels, Ms. Gordon suggested they contact the organizers of ethnic marketing conferences about connecting them with the marketing people in big firms. "Attending those conferences and not being shy, looking at the attendee list and introducing themselves, getting their elevator pitch down. That's a very easy way to target the right people and get your network started," said Ms. Gordon.

But, Ms. Wilcox cautions, they need to be patient. "It may not be immediate ... but I think [these tactics are] all part of their brand-building effort," she said, adding that she has had people contact her 10 years after hearing her speak.

IN A NUTSHELL

Use what you've got

Ask your big clients (if you've got them) for letters of reference and accolades.

Do your homework

Pick one or two potential clients and learn everything about them. Look for holes in their business that you can fill.

Perfect your pitch

Whether it's on the phone or in an elevator, be able to quickly explain to a potential client why they need you.

Meet and greet

Go to the conferences and seminars, and don't be shy. Aim to get business cards from three pros.