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Multicultural Marketing
- 2. With rising multicultural populations in the US, what are some effective ways to appreciate and resonate with multicultural audiences? 2
- 3. Agenda: 1. What is Multicultural Marketing? 2. Why Invest? 3. How is Multicultural Marketing Currently Being Implemented? 4. What Should Our Approach Be? 3
- 5. 5 What is multicultural marketing? (Video 30 Seconds)
- 6. 6 CULTURE SEXUAL ORIENTATION BELIEFS GEOGRAPHYRELIGION FOOD LANGUAGE ART/MUSIC CUSTOMS Multicultural Marketing is Complex Because Culture Embodies So Many Things
- 8. Not Investing in Multicultural Marketing Could Cost You 2018 2020 Asian Americans $891 Billion $1.2 Trillion African Americans $1.3 Trillion $1.5 Trillion U.S. Hispanics $1.4 Trillion $1.8 Trillion 14 Source: Nielsen- The Database: Meeting Today's Multicultural Consumers
- 9. Estimated Total Buying Power of Multicultural Consumers in the U.S. by 2020 15 Source: Nielsen- The Database: Meeting Today's Multicultural Consumers
- 11. ➜ Offending Target Demographic ➜ Alienating Non-Targeted Consumers Implementing a Multicultural Marketing Campaign can be Risky 17
- 12. 182002
- 13. Dove Offended Their Target Demographic with These Ads 19 2011 2017
- 14. Backlash Ensued on Social Media 20
- 15. Pepsi Told the Wrong Narrative 21
- 16. Nike Alienated Non-Targeted Consumers 22
- 17. 23 7% increase in Nike stock Time Magazine- Despite Outrage, Nike Sales Increased 31% After Kaepernick Ad CNBC- Nike's Online Sales Surge In Days After Kapernick Ad Debut But They Did it Strategically 31% Increase in online sales
- 18. 24 59% of U.S. consumers make purchase decisions based on beliefs. This applies to multicultural consumers as well.
- 19. Appeal to Their Values 2018 MRI: Multicultural consumer values held as average or very important 93%Equality 94%Social Tolerance 93%Social Responsibility 25
- 20. Take a Stand 20 ➜ Consumers expressed expectation of the brands they purchase to support social causes ○ 43% of Hispanic ○ 39% of African-American ○ 38% of Asia-American ○ 34% of NH White
- 21. Source: Campaign US- Why P&G Stood By Its Controversial Ad 'The Talk' Consumers Want Things That Make Their Lives and Society Better 26 1.9BBillion Media Impressions 5.6KDownloads
- 23. 28 Diversity + Inclusion = Total Marketing
- 24. Together is Beautiful ○ Celebrated inclusivity and diversity ○ Engagement through inclusion 29
- 26. Our Approach to Reaching Multicultural Consumers 30
- 27. They Spend More Time on Digital Platforms 32 Audio Streaming 64% used a streaming audio service 11% from 2017 Internet 24 hours spent in a week 2 hours from 2017 Online Video 22% watched a TV program online 2% from 2017 Multicultural Consumers usage of digital platforms continues to grow. Source: 2018, 2017 GfK MRI Doublebase Social Media 83% visited a social media site or service 3% from 2017 Streaming Video 63% used a video streaming service
- 28. 33 Meet Them Where They Are
- 29. Multicultural Consumers (18-54) View TV During Three Key Time Periods 34 68 Index 17% 84 Index 25% 77 Index 20% 83 Index 41% 83 Index 51% 97 Index 24% 95 Index 78% Multicultural consumers are more likely to watch during Weekend (78%), Prime (51%), and Prime Access (41%) 2018 GfK MRI Doublebase Early Morning 6a – 9a Daytime 9a – 4p Early Fringe 4p – 6p Prime Access 6p – 8p Prime 8p – 11p Late Fringe 11p – 1a Weekend 7a – 1a
- 30. 35 285 Index 7% 230 Index 3% 238 Index 7% 285 Index 4% 224 Index 3% 256 Index 6% 26% 102 Index 19% 102 Index 19% 77 Index 25% 102 Index 18% 87 Index 19% 94 Index 21% 98 Index 18% 100 Index 19% 231 Index Top Cable Networks (by Index) Top Cable Networks (by Reach) Source: 2018 GfK MRI Doublebase “Cable, satellite, fiber optic, streaming channels Watched Any Past 7 Days 235 Index 13% 231 Index 19% 213 Index 5% Content is King
- 31. Utilize the Digital Extensions of These TV Networks 36
- 32. 37
- 33. 4 out of 5 multicultural consumers visited or used a social media site or service in the past 30 days (113) (Compared to 73% of general adult population) 40
- 34. Multicultural Consumers General Population 63%71% 51%61% 28%41% 14%17% 21%18% Utilize Social Media to Reach Multicultural Consumers 41
- 35. 42 31% of multicultural consumers believe it is either somewhat or very important to show support for their favorite companies or brands on social media. *compared to 21% of the general adult population
- 36. Partner with an Influencer to Connect with Multicultural Audiences 43
- 37. Use Targeted Ads on YouTube, Instagram, and Facebook to Reach Multicultural Audiences 44
- 38. Audio Streaming 45 64% used an audio streaming service (133) (Compared to 48% of general adult population)
- 39. Place Sponsored Ads on Curated Playlists 46
- 40. Summary 30
- 41. Key Takeaways Investing in multicultural marketing is worth the risk. Taking a stand on a social issue helps establish authenticity and brand loyalty. Celebrate and acknowledge differences while focusing on shared values. 47 Find culturally relevant content that meets them where they are.
- 42. “The days of general audience and general marketing are gone... If you are not doing multicultural marketing, particularly in a place like America, you’re not doing marketing.” –Marc Pritchard, P&G 48
- 43. Thank You! Any questions? 49
- 44. SOURCES 1.https://www.businessinsider.com/amazon-hulu-netflix-driving-product-placement-deals-2018-6 2.https://www.businessinsider.com/netflixs-stranger-things-boosted-eggo-waffle-sales-2018-2 3.https://www.campaignlive.com/article/why-p-g-stood-its-controversial-ad-the-talk/1485501 4.https://www.cnbc.com/2018/09/07/nikes-online-sales-surge-in-days-after-kaepernick-ad-debut.html 5.https://www.edelman.com/news-awards/two-thirds-consumers-worldwide-now-buy-beliefs (Slide 24) 6.Nielsen- The Database: Meeting Today's Multicultural Consumers 7.Campaign US- Why P&G Stood By Its Controversial Ad 'The Talk‘ 8.http://thisisbien.com/multicultural-marketing-total-market/ 9.http://time.com/5390884/nike-sales-go-up-kaepernick-ad/ 10.https://www.usatoday.com/story/news/nation/2014/10/21/diversity-map/17657485/ (Map Slides) 11.2018 MRI Doublebase 12.2017 MRI Doublebase 50
- 45. APPENDIX 51
- 46. Delta Air Lines “Close the Gap” 46 https://www.youtube.com/watch?v=VmYxkAqjpYA
- 47. Multicultural vs. Non-multicultural Buying Power 47 https://www.catalyst.org/research/buying-power/ 55
- 48. Multicultural Consumers Spend More Time on Mobile Devices 48 57
- 49. Relevant & Personalized Ads in Premium Content Appeal To Multicultural Consumers More 61
- 50. Embracing Total Marketing Appeals to Multicultural Consumers 62
Editor's Notes
- Introduce first + last name
- Multicultural marketing is placing an emphasis on connecting with diverse audiences, specifically those whose culture falls outside the majority or macro culture by focusing on understanding their influences and using them to communicate with the target consumer. (1)
- General marketing is not effective in reaching these consumers Brands that do not invest in advertising to these growing segments will lose revenue potential
- Move up
- So Offending the very demographic you’re trying to reach is a classic pitfall of a multicultural marketing campaign gone wrong. If the ad tells the wrong narrative or misrepresents perspective, it can result in the opposite of the desired outcome. Even best in class examples of multicultural ads can alienate non-multicultural consumers
- Dove is a brand often praised for their advertising. Their Real Beauty campaign was celebrated for its authenticity and transparency and connected the brand to a bigger cause: embracing beauty and diversity. However, in 2011 this advertisement did not reflect the values previously portrayed by the well-respected brand. This print advertisement showcased a black woman standing in front of cracked dry skin under “before” and a white woman in front of the smooth skin under :”After”. As you can imagine the ad was controversial and resulted in an apology from Dove. This screenshot is from a giff Dove released on social media which showcased a black woman removing her skin-tone shirt to reveal a white woman wearing another skin-tone shirt. Consumers took their reactions to social media with the hashtag #boycottDove. The ad was declared blatantly racist and the fact that this was not the first time the company had released an offensive ad made things worse. Dove’s desired message was to show that their product is perfect for all skin types. The ad was immediately sparked backlash from consumers. In their official apology Dove said they “clearly missed the mark” however, many viewers dismissed the ad as blatantly racist.
- Dove is a brand often praised for their advertising. Their Real Beauty campaign was celebrated for its authenticity and transparency and connected the brand to a bigger cause: embracing beauty and diversity. However, in 2011 this advertisement did not reflect the values previously portrayed by the well-respected brand. This print advertisement showcased a black woman standing in front of cracked dry skin under “before” and a white woman in front of the smooth skin under :”After”. As you can imagine the ad was controversial and resulted in an apology from Dove. This screenshot is from a giff Dove released on social media which showcased a black woman removing her skin-tone shirt to reveal a white woman wearing another skin-tone shirt. Consumers took their reactions to social media with the hashtag #boycottDove. The ad was declared blatantly racist and the fact that this was not the first time the company had released an offensive ad made things worse. Dove’s desired message was to show that their product is perfect for all skin types. The ad was immediately sparked backlash from consumers. In their official apology Dove said they “clearly missed the mark” however, many viewers dismissed the ad as blatantly racist.
- #boycottDove began trending on Twitter.
- ●Another advertisement that fell victim to offending the target demographic was Pepsi’s ad featuring Kendall Jenner. In the commercial, model Kendall Jenner encounters a protest and decides to and joins the marchers. Jenner reaches the remarkably calm front-line of the protest. She spots an officer, walks up to him and hands him a Pepsi. The reason this ad sparked backlash is more complex and less obvious than Dove’s campaign. The timing of the ad is one reason why it failed. The commercial was released shortly after large scale protests took place for Black Lives Matter which focused on police brutality and violence against black Americans. The commercial seemed to referenced these black anti-police-violence protesters to make a profit. These past incidents in which protesters faced down police were black people without famous names (like Baton Rouge protester Ieshia Evans) taking real risks, not white supermodels dispensing cola. As a result, the ad came off as in-authentic and insensitive because it implied large scale issues like police brutality could be solved with a soft drink. ●Pepsi ultimately removed the ad stating: ●"Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize," "We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. “ Pepsi didn’t get it right. But what about brands that do? Sometimes even the best in class examples don’t resonate with everyone.
- When Nike released their anniversary ad with Colin Kapernick, they were the focus of backlash on social media. The hashtag #JustBurnIt began trending on twitter as people uploaded videos of themselves lighting their Nike products on fire and cutting the signature swoosh off of various items. Even Donald Trump chimed in with “What was Nike thinking”? As it turns out, Nike was thinking quite a lot.
- http://time.com/5390884/nike-sales-go-up-kaepernick-ad/ https://www.cnbc.com/2018/09/07/nikes-online-sales-surge-in-days-after-kaepernick-ad-debut.html Nike was intentional with their positioning and release of the Colin Kapernik advertisement. They knew that certain segments of their audience would react negatively and disagree with their stance on a major social issue. They took that risk purposefully because they knew that it would resonate with their core consumer. That risk payed off for Nike despite the controversy. Despite the hashtag. Despite the videos. Nike’s sales grew 31% from Sunday through Tuesday over the Labor Day holiday this year compared with the previous year, according to Edison Trends. Among fans, 62 percent of people ages 18 to 34 believed that athletes were “doing the right thing” when they protested by kneeling during the National Anthem, according to a CNN-SSRS poll from last September. https://zoomph.com/blog/nike-knew-their-target-market-colin-kaepernick-ad/ More than 80% of their Twitter followers fall within the millenial or Gen Z generation. So, implementing even a best in class multicultural marketing campaign can be risky, but it is worth the investment. In fact, not investing in multicultural marketing could cost you. https://www.inquisitr.com/5059602/nikes-colin-kaepernick-ad-makes-sense-after-looking-at-customer-demographics/
- Buying Styles of respondents 18-39: • 27% of males are principal shopper, 73% of females are principal shoppers • 53% buy natural products b/c concerned about the environment • 73% read online reviews before they make a purchase • 4% expect brands they buy to support a social cause • 49% buy brands they grew up w/ • 71% will pay slightly more to buy from a company they trust Psychographics- Values- (very important AND avg. importance) of respondents 18-39: • 87% say preserving the environment is important • 95% say freedom of action/thoughts is important • 85% say social responsibility is important • 92% say equality is important • 95% say having fun is important • 93% say social tolerance (respecting ethnic, religious, and racial is important being socially responsible is not a competitive advantage anymore efforts must be conducted well – or consumers may boycott brands. To minimize the likelihood of having social programs backfire, brands should strive to have their advertising messages that address social causes and their CSR efforts be authentic, brand relevant, relatable and light-hearted.
- Being socially responsible is not a competitive advantage anymore – IT’S A MUST: 65% of Millennials expect that brands will support social causes. Efforts must be conducted well – or Millennials may boycott brands When brands can demonstrate genuine support for causes that Millennials care about most, they can earn their trust and loyalty, in turn providing them with the empowerment to act on these shared value Millennials contend that culture is complex and deeply interwoven into lifestyle. They are not forgiving of brands that misrepresent culture through cliché adaptations of life. They want brands to be authentic. They are tolerant and accepting of cultural difference but not naïve. They prefer forms of communication that draw people together in fellowship and commonality. Survey by Swift Prepaid Solutions
- “The Talk” Took 2.5 years to create Unconscious Bias Training at P&G External help – Egami consulting Group (female-owned minority marketing firm) “We had a call to make and we decided if not now, then when, and if not us, then who? And so we doubled down and went out and said this is about a conversation, because conversations lead to understanding; understanding leads to attitude change; attitude change leads to positive actions. Now we have at least a start.” "The ad earned 1.9 billion media impressions and was downloaded 5,600 times so people could have a conversation around racial bias. America wanted to share and talk.“ https://www.campaignlive.com/article/why-p-g-stood-its-controversial-ad-the-talk/1485501
- As multicultural populations rise and current segments diversify further, developing targeted ads for specific demographics is more complicated than ever. Creating a campaign that targets each culture would be almost impossible in the melting pot that is the US today that includes countless niches, religions, communities, and subsets. In today's multicultural majority environment, it's important to recognize and respect our differences but when creating an effective multicultural campaign, it's more important to recognize what brings us together. Total Market strategy is defined by the Association of Hispanic Advertising Agencies as "a marketing approach that proactively integrates diverse segment considerations. This is done from inception, through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. It's a fully integrated cross-cultural approach always aligned under one overarching strategy." Diversity + Inclusion = Total Marketing
- 'We all have different looks and loves, likes and dislikes, too, but there’s a Coke for we and us. And there’s a Coke for you.” Coca Cola has been utilizing a Total Marketing strategy for several years. Their Together is Beautiful ad showcased bilingual Americans singing America the Beautiful in 7 different languages. They showcased and celebrated differences while conveying a sense of community by leveraging something that everyone shares: their patriotism and love for Coca Cola.
- In our increasingly diversified society, young consumers don’t always identify with just one segment. More and more young Americans are bi- or multi-racial. They grow up in communities that are becoming more diverse. They share cultural experiences with each other and identify more with inclusion than with separation.
- Visualization of our recommended media strategy Mobile Tablet Audio Dynamic Ads Consistent Messages Designed for specific audiences Audio & Video
- https://www.businessinsider.com/amazon-hulu-netflix-driving-product-placement-deals-2018-6 All of Amazon's original programming contains brand integrations, while 91% of Hulu originals use them, according to Branded Entertainment Networks. Even Netflix, which trails, uses product placement in 74% of its original series. Netflix: 57% 121 Index Prime Video: 13% 81 Index Hulu 16% 129 index
- The 13-49 social media influencer follower market is a multicultural majority; 55 percent. Sixty-nine percent of Hispanic teens and 51 percent of non-Hispanic teens see the influencer as a trusted source and would consider buying the brand or service they feature.
- Pandora 48% 136 index Spotify 23% 140 iHeartRadio 12% 129
- Multiple platforms Digital platforms That meets them where they are
- Less than 5 Tie ads into multicultural millennials Similar clients
- the U.S. Hispanic market is larger than the GDP of Mexico and bigger than the economies of 38/52
- http://r20.rs6.net/tn.jsp?f=001QrTD0FQOXe2gZ8utrvIvW8aTF4xouS6wPp2MeVQsh_kszYWYgv3uNdNQcJt9SPBBOn5lvL77FhiXF7ZHY0CFzOE3vjoDb5S-uGQToqe2F99rm2mO93aV7H2U4TdG8XCADAsJNXv387yQeHwoPDn493eUA-wtIfMWeSzPgYzP2l_-B1osmNHw3XN8P1jvL1hqQT4ZD5_hedrPM0GmN8JXyws0p5sX8FSWq1Rm0X24BSgcwS54ER6AhvutlLZ6Ej4uoHNxnzFU04yQ0fUe88O-dlPGVYHH1XoyoTc1VeeLc1l54tL-yUX8usuQ8Pacq9mbdF8CNAsWvA-BvmEe47DkEbQEYqK3lAwTe7P_gta-GsOZp_rw16r7qcIkwm6ATgkfmSCH4Z5RwZSVDTRcX3E2eWLpN9_tS2Pc&c=X1atpv6sIgdP6IuoD3bzCgZ4R0f-seZXVpBuPqEqqoTtTUIii3CIeQ==&ch=OKDzL2LNaWT1cHWeljTqKFerRi-69SNdvpviWaKX1mEfEzM6cAvl-g== Black, Hispanic and Asian American adults each spend more time per day using apps/the web on their smartphones than the general U.S. population. African Americans in particular are heavier users of smartphones and spend nearly half an hour more per day using them than the total U.S. (and more than any other group).