Multicultural Marketing Today
In 2010, it takes more than ever to target minority consumers
Understanding Culture
Fay points to a Web site Burrell launched for its client American Airlines called BlackAtlas.com as an example of how to reach the core of what is important to African Americans. “When we travel, we want to know where to get our hair done, where to get our make-up, what radio stations to listen to. The site is filled with all sorts of wonderful facts that are helpful to the African American traveler.”
Culture plays a significant role in marketing to Latinos, particularly as it relates to the various nationalities that make up the Latino population. Cristina says one of the biggest misconceptions about marketing to the Latino audience is not taking into account the distinct differences between those different cultures, which span Cuban to Columbian.
“There is a lack of understanding of the diversity of the U.S. Latino population. Many companies want to see the whole market as Mexican and this is just not true.”
Focused on the Stereotypes
Zandra Zuno believes too many marketers are fixated on the stereotypes associated with reaching multicultural audiences that they don’t dig deep enough for even greater truths.
“Yes, generally speaking, Latinos love their soccer, but do we need another soccer-related program to target Latinos? While this can be effective, you have to explore programs that are relevant to the needs, interests and motivations of Latinos.”
Within the African American market, Fay says another misstep companies make is limiting their efforts to Black History Month, which takes place in February.
“Many marketers do something during Black History Month and do nothing the rest of the year. Companies must put serious dollars behind the campaign and use the same approach as kid marketing or marketing to women. The bottom line is you can always do something, big or small.”
Golden Arches, Gold Standard
While many companies have yet to embrace multicultural marketing as a regular part of their outreach, Fay and Zandra praise their mutual client, McDonald’s, as the “gold standard.” Among McDonald’s many programs are Web properties such as i-am-asian.com, 365black.com and MeEncanta.com.
Additionally, McDonald’s supports HACER Scholarships (focused on Latino students) and 100 Black Men mentorship.
For companies seeking to delve into the lucrative power of African Americans and Latinos, all three marketers agree research and action are the keys to success.
“You can no longer wing it or fake it,” Fay advises. “It’s important to do it right.”
Read More:
Corporate Diversity in the Recession
Affirmative Action in the Workplace
Pat Pulido Sanchez is president and CEO of Pulido Sanchez Communications, LLC (www.ppscommunications.com), a Chicago-based strategic communications firm that specializes in helping companies increase their market share and raise their profile among their target audiences.
