ISRAELISARE NOT ALL THE SAME

OrHOW TO MARKET WHEN EVERYONE IS A MINORITYBy Eva HassonTrendspotting DirectorShalmorAvnonAmichay / Y&R Interactive

In 2010, no single demographic will neatly define the US nation and "Joe consumer" will cease to exist

Faced with this new reality,marketers must learn how to communicate with more than just one demographic

We’ll be looking at Israel as a case study

Israel is a country boxed in by its neighbors

One of the smallest countries in the world

About the size of New Jersey

Its population is smaller than NYC

A country that is ethnically rich & diverse

A country with two official languages

Many other languages are spoken:English, Russian, Yiddish, Spanish, French, Morrocan to name just a few

A country with a majority of Jews

20.6% Arabs

Disconnected from the mainstream

Account for only 2% of advertising Dollars

Israel’s ethnic fabric is more complex

Fueled by waves of new immigrants

Nurtured by a multitude of rulers

Influenced by three religions

This makes for an interesting mosaic

Many marketers do not see any value in targeting multicultural audiences

What marketers need to do is learn how to communicate with these audiences

In terms of advertising: 50% of the country is made up of mainstream Israelis

The other 50% is made up of sectors

GROUPS WITH GREAT PURCHASING POWER, THEIR OWN LANGUAGE AND MEDIA

These are literally subcultures: cultures within cultures, often living in ghettos

GROUPS WITH A DISTINCT IDENTITY

Groups with a shared set of cultural, linguistic, religious and behavioral traits, values and symbols

How do you target these people?

To effectively communicate with anyone you first have to get to know them

1. Get on their wave length

16% Russians

14% UltraOrthodox

The great differences between these sectors means you can not simply translate an ad

2. BE FLEXIBLE

Although the strategy remains the same, you may need to adapt it

SOMETIMES IT MEANSREFOCUSING THE BRIEF

How do you sell the more expensive eco friendly Honda Hybrid to Russians who are not interested in green issues?

SOMETIMES IT MEANSCHANGING THE PRODUCT

How do you sell functional yogurt to Ultra Orthodox Jews who believe all yogurts were created equal?

3. USE MAJOR EVENTS & HOLIDAYS

EVERY CULTURE HAS ITS OWN HOLIDAYS. FIND OUT WHAT THEY ARE AND USE THEM

When 3 Israeli soldiers were kidnapped we decided to use one of the most powerful days in IsraelCannes Promo Gold Lions 2008Clio Gold 2008

4. DON’T USE MASS MEDIA

EVERY CULTURE HAS ITS OWN MEDIA. THEY CREATE NEW OPPORTUNITIES. EMBRACE THEM.

When “Biomat” laundry detergent wanted to increase its market share within the Ultra Orthodox sector they set up an outdoor event

“TO REACH THE UNREACHABLE”Cannes Media Grand Prix 2005

5. DON’T STEREOTYPE

EVERY CULTURE HAS ITS STEREOTYPES.NO ONE LIKES THEM. SYMBOLS ARE MORE POSITIVE AND POWERFUL.

Leveraging traditional coffee drinking customs we took an underrated local coffee brand and turned it into a loved and respected one

And if you can’t do any of this?

6. DO something worth talking about

Multicultural advertising is a powerful tool when targeting ethnic audiences but also mainstream ones

It has the power to create tremendous buzz but also to set agendas

When Promedico Pharmaceuticals wanted to increase penetration of its muscle-pain relief ointment they created a witty campaign

Do you have Bengay (a Gay son) in the closet?

Homosexuality is taboo

When Yes Satellite TV Broadcasting launched HDTV it cast Ultra Orthodox Jews in its commercial

While this provocative strategy is effective to a point, it comes with a price tag

DO SOMETHING POSITIVE AND YOUR AD WILL NOT ONLY BE TALKED ABOUT BUT REMEMBERED AND REPEATED.

Lastly, always remember

ISRAELISARE NOT ALL THE SAME

THANX @HASSONTWINS