 "Photo: Eric Ou/The Daily Texan")
State Rep. Eddie Lucio III, D-San Benito, spoke to a Foundations of Marketing class Tuesday evening about the importance of marketing oneself in all areas of life, not just in business.
Lucio, the son of state Sen. Eddie Lucio Jr., D-Brownsville, graduated from the UT School of Law in 2005 and was elected to the Texas Legislature in 2006. He recently launched an urban clothing line inspired by Latino mixed martial arts fighters and urged students to market themselves.
Lucio explained to the class how he marketed himself to overcome the disadvantages facing him in his campaign, such as his young age, rumors of infidelity and comparisons to his father. He believes this young age is an advantage to him in politics.
“No one wants to think all the policy ... is formed by people of the same age, socioeconomic background and gender,” he said.
Business lecturer Herbert Miller said he wanted Lucio to speak to his class mainly about his product and how he markets it.
“He’s talking about the importance of marketing yourself for success, and that’s what I speak about in class,” Miller said.
The businessman and politician stressed the importance of establishing a personal relationship with clients. Business owners should let their clients know they’re not just in business for the money, he said.
Lucio, a mixed martial arts fan, said he was inspired to create his own clothing line when he saw Hispanic and Latino fighters dressed in clothing that did not allow them to express themselves or their culture.
The clothing line is called Ganas, which means “desire” or “will” in Spanish, Lucio said. The T-shirts feature images of Dia de los Muertos skulls, matadors and religious images that reflect Latino culture, he said.
Lucio said it is important when starting a business to not grow too fast, thus setting yourself up for failure.
As a young designer, Lucio is working on getting Latino celebrities, including Eva Longoria Parker and George Lopez, to promote his line. He said he is also going out and promoting and selling his clothing himself.
“I’ve come from debating high-level issues to selling my clothing at a trade show,” Lucio said. “There’s no shame in my game.”
If his business fails, Lucio said he still learned a lot about small business that will translate into his policy. He said his small business helps him better understand how what he does as a legislator affects other small business owners.
“There are no bad experiences,” he said. “Even if you’re hurt from an experience, you’ll learn a great deal.”
Lucio said the undergraduate marketing program at UT, of which he is an alumus, taught him the importance of his image and how people perceive him.
The 30-year-old politician said he wanted to speak to students because he was always inspired by people who shared their experiences with him when he was a student.
“Seeing someone doing what you’re learning is motivating,” Lucio said.
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