Steps for a Thriving Multicultural Marketing Campaign
The beauty of America is that it’s home to a diverse population which consists of Hispanics, Asians and African Americans. These are tightly knit communities that have their own unique cultural values.
This creates a lot of problems for marketers since they need to design advertising campaigns accordingly in order to market products to these segments. However, the following steps might make the task a lot easier:
Never rely on assumptions. Always make sure you first conduct research on the minorities before designing an advertising campaign. Understanding your target segment is the key to developing an effective marketing campaign.
Start with the statistics. What are the different communities that you find in the United States? Some examples include Jews, Muslims and the LGBTQ community. Also know which generation you’re targeting.
42% of the Millennials in America claim to be multicultural. 53% of people belonging to Generation Z also state the same thing. This is something you should keep in mind when you are coming up with a campaign.
Minorities like to stay connected to their roots so you might want to start from there. Identify the factors that separate these communities from one another and design the campaign accordingly.
Develop a Plan
Once you have acquired the data, start working on a plan. Identify how you should go about with product development so that it resonates with the target market.
Be creative in how you communicate your message. Take examples from successful campaigns that companies have introduced in the past and use it as a template.
Communicate with the team members and brainstorm ideas. Also pay close attention to festivals of the minorities. You can use occasions like Eid and Hanukkah as a way to reach your target market.
Having bilingual team members is a huge advantage during the execution stages. They can review the content and make sure that the meaning is clear.
Just take a look at what happened with Pepsi when it tried to enter China. Their slogan “come alive with Pepsi” literally translated to “Pepsi brings your ancestors back from the dead.” Naturally this created a lot of problems for the company.
What are the mediums in which you are developing the advertisement? Is it a print ad or a social media campaign?
Again the channel needs to be determined based on the requirements of the target audience. Research will help you determine the medium that gives you maximum exposure and you should prepare your campaign accordingly.
Working with a multicultural advertising company can also help. Get in touch with us. We are a Hispanic ad agency based in New York. We have worked with different clients in the past and help you market your products to a larger segment. Contact us at 917-797-6189.
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