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How To Market When Everyone Is A Minority  Part1 Eva Hasson Y&R
 

How To Market When Everyone Is A Minority Part1 Eva Hasson Y&R

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In a world where in 2010, no single demographic, or even handful of demographics, will neatly define the US nation and "Joe consumer" will cease to exist, marketers must learn how to communicate with ...

In a world where in 2010, no single demographic, or even handful of demographics, will neatly define the US nation and "Joe consumer" will cease to exist, marketers must learn how to communicate with more than just one demographic. Here is a "how to" case study based on Israel - a country where the “mainstream” represents only 50% of the total population.

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How To Market When Everyone Is A Minority  Part1 Eva Hasson Y&R How To Market When Everyone Is A Minority Part1 Eva Hasson Y&R Presentation Transcript

  • ISRAELISARE NOT ALL THE SAME
  • OrHOW TO MARKET WHEN EVERYONE IS A MINORITY
    By 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% Ultra
    Orthodox
  • 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 Israel
    Cannes Promo Gold Lions 2008
    Clio 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