THE ATTENTION OF A MULITCULTURAL AUDIENCE

1. The Attention of a
Multicultural Audience

2. Post Your Comments - Share Your Thoughts
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3. WHY?

5. WE ARE
MILLIONS
AND WE ARE
ALL DIFFERENT

6. Multicultural growth,
especially among the
youth has become the
largest racial/ethnic
minority group in the
United States. In
2016, 40% of
Americans age six
and older identified as
connected to a
cultural background,
up from 19% in 2006.

7. THE SHORTEST
DISTANCE BETWEEN
TWO POINTS
IS NO LONGER
A STRAIGHT LINE.

8. Its NOW THIS ...
POS/POP
APPS
Shop
Online
Facebook
Instagram
YouTube
Print AD
Website
In-Store
Demo
QR-Code
Search
BLOG
Snapchat
Broadcast
Out-Of
Home
Direct Mail
Banner Ad

12. THE 80/20 RULE

13. THE 80/20 RULE

14. THE 80/20 RULE

15. 3critical engagement
observations for a cultural consumer
to be attracted to your product will
be in the way you layout your
trans(creative), content, context
(stream of conversation).

16. When asked what is the formula for
trans(creative) :
Language + Emotion + Culture = trans(creative)

17. Creative that appeals to race, background
is key to engagement - According to
Hispanics, blacks and Asian-Americans.
When asked for three brands doing a
good job reaching them, most said they
couldn’t name even one.
One big reason was that respondents felt
their ethnic groups were poorly
represented in messaging. Some 78% of
blacks, 74% of Hispanics and 72% of
Asians surveyed agreed that diversity in
ads is the best reflection of the real world.
And nearly as many in each group said
ads should show more of that diversity.
40% of the US is Considered Monitories
trans(Creative)

18. When using your mobile
device, which can damage
your opinion of a brand to
multicultural audience?
RED ALERT!
• value entertainment over context competence
• show your brand only on a product shot
• repurpose print/online mainstream creative
• use intrusive formats unless context is high relevant
• clutter your ads with too much fiesta or over color
• feel compelled to outdo your online website
• don’t forget mobile users are goal directed
• just have your Hispanic friend proof read content
The DON’T on trans(Creative)

19. TOP 10 NEED TO KNOW
1. Latinos use global platforms to find games and content to connect with family and friends.
2. Spanish-speaking consumers greatly appreciate translated, customized content online.
3. Latinos aspire to speak English to “make it” and using it in short advertising messages can be effective.
4. Latinos sign up for social networks to participate online in order to connect with family, friends and people who
share the same interests or city-of-origin.
5. Use targeting layers like behavioral, contextual, or language targeting to further segment and understand your
Latino audience online.
Hispanic Audience Marketing

20. TOP 10 NEED TO KNOW
Hispanic Audience Marketing
6. Reach Spanish-speaking US Latino via IP-targeted pages on foreign websites through ad networks or exchanges.
7. Ask the right questions up front. Don’t assume that certain reporting would be provided for the Spanish site since it was
available for the English site.
8. Don’t simply “transliterate” your copy directly into Spanish without thoroughly analyzing how the messaging and information
might need to be refocused based on a different target client.
9. Evaluate the linguistic nuances among the different forms of Spanish relative to vocabulary of your industry and product lines.
10. Consider emotional and cultural ties to the Spanish language.

21. If marketing content is not persuasive in some way, it is useless.To be
persuasive, it must deliver the right messages in the right languages for
its audiences.The content must be culturally appropriate, complete
enough for the audiences to make the desired response, and consistent
with other marketing content.
Improvements in any of these persuasive qualities increase audience
engagement, customer satisfaction, and revenue growth.
KEY SUMMARY Point of SMART Multicultural Attraction

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