Written by The stage lights dimmed, and the spotlight shifted. On screen was Hassan, a Somali-American tech founder from Ohio, pitching his new logistics platform to an audience of investors and policymakers. He wasn’t there by accident. His story had been featured in a SAPSA spotlight series, shared across digital platforms, and amplified at a regional business expo. What began as a small operation in his garage was now drawing international attention.
This is the power of visibility — and why SAPSA makes it a cornerstone of its business services.
Why Visibility Matters in Business
Marketing is more than advertising; it is storytelling. In crowded markets, businesses compete not only with products but with narratives. Studies show that 70% of consumers prefer to buy from brands they recognize (Nielsen, 2016). For Somali-American entrepreneurs, visibility is not just about sales — it is about legitimacy, representation, and community pride.
Without visibility, businesses risk invisibility, no matter how strong their offerings.
How Join SAPSA Elevates Its Members
SAPSA’s visibility services are designed to give Somali-American entrepreneurs the platforms they need to be seen, heard, and celebrated:
- Member Spotlights – curated features across SAPSA’s website, newsletters, and social media to highlight achievements.
- Business Showcases at Events – opportunities to exhibit at expos, dinners, and conferences.
- Media & PR Support – connections with local and national press to amplify stories beyond the community.
- Digital Marketing Guidance – training on branding, content creation, and social media strategy.
- Recognition & Awards – honoring businesses that excel in innovation, growth, and community impact.
These services are not one-off promotions; they are ongoing strategies that build a foundation of credibility.
Stories of Impact
A Somali-owned restaurant in Minneapolis saw a 40% increase in customers after being featured in SAPSA’s local dining spotlight. A young fashion designer from Seattle gained her first international contract after her work was promoted through SAPSA’s global diaspora channels.
These outcomes echo research by the American Marketing Association (2018): visibility creates trust, and trust creates growth.
The Bigger Picture
For SAPSA, marketing is not about competing with corporate giants on ad spend; it is about leveling the playing field. By showcasing Somali-American businesses on equal footing, SAPSA ensures their ingenuity is visible not only to customers but to policymakers, investors, and global markets.
Visibility is more than a service. It is empowerment. It is the moment a small business owner sees their work recognized — and knows they are no longer unseen.
References
- Nielsen. (2016). Global Trust in Advertising Survey.
- American Marketing Association. (2018). The Value of Visibility in Building Brands.
- Keller, K. L. (2012). Strategic Brand Management. Pearson Education
