This document summarizes a panel discussion on reaching emerging multicultural audiences. The panelists included experts from advertising, marketing, and research firms. They discussed trends showing the growing diversity of the US population and importance of targeting specific cultures rather than general multiculturalism. Panelists provided examples of successful campaigns for Hispanic, Asian, and African American audiences and emphasized understanding each group's unique attributes and preferences. The key takeaway was that customizing marketing communications for individual cultures leads to greater marketing returns.
Multicultural Marketing: An inclusive marketing approach to reach diverse populations.
Are you interested in engaging more diverse populations? Do you want to learn how to create authentic messages that resonate with a multicultural America? If so, then you are ready for multicultural marketing, an inclusive and culturally relevant approach that not only reaches diverse populations but also creates trust and builds advocates for people and organizations.
Learn the basic tools to engage multicultural communities by understanding population changes, cultural insights and motivations; in addition, learn ways your organization can start to engage and market to diverse populations.
Attendees will leave with
-Marketing insights that will help you reach multicultural audiences
-An understanding of engagement principles
-Key insights about motivations and trends of multicultural communities
-Basic tools on how to market to and engage with diverse populations
Multicultural Marketing is part of the Engage501 Series. For more information, go to www.cultural-strategies.com or contact Mando Rayo at arayo@cultural-strategies.com.
#multiculturalspeaker #hispanicheritagemonth
How do you engage diverse groups so that your business maximizes its ROI? It all gets down to Cultural Intelligence! This presentation provides the rationale, the data and the appropriate strategy to really understanding and connecting with diverse groups so you can engage and gain trust and credibility for better business results.
Zandra Zuno, SVP at GolinHarris and practice leader of the agency's multicultural practice, presented an All-Markets Strategy at the Boy Scouts of America NextConnect 'll National Marketing Conference.
The presentation covers:
- The importance of an "All-Markets" strategy
- Insights as to how corporate america is developing its strategies
- 5 things to do at the local council level using the resources Scouting has available
Multicultural Marketing: An inclusive marketing approach to reach diverse populations.
Are you interested in engaging more diverse populations? Do you want to learn how to create authentic messages that resonate with a multicultural America? If so, then you are ready for multicultural marketing, an inclusive and culturally relevant approach that not only reaches diverse populations but also creates trust and builds advocates for people and organizations.
Learn the basic tools to engage multicultural communities by understanding population changes, cultural insights and motivations; in addition, learn ways your organization can start to engage and market to diverse populations.
Attendees will leave with
-Marketing insights that will help you reach multicultural audiences
-An understanding of engagement principles
-Key insights about motivations and trends of multicultural communities
-Basic tools on how to market to and engage with diverse populations
Multicultural Marketing is part of the Engage501 Series. For more information, go to www.cultural-strategies.com or contact Mando Rayo at arayo@cultural-strategies.com.
#multiculturalspeaker #hispanicheritagemonth
How do you engage diverse groups so that your business maximizes its ROI? It all gets down to Cultural Intelligence! This presentation provides the rationale, the data and the appropriate strategy to really understanding and connecting with diverse groups so you can engage and gain trust and credibility for better business results.
Zandra Zuno, SVP at GolinHarris and practice leader of the agency's multicultural practice, presented an All-Markets Strategy at the Boy Scouts of America NextConnect 'll National Marketing Conference.
The presentation covers:
- The importance of an "All-Markets" strategy
- Insights as to how corporate america is developing its strategies
- 5 things to do at the local council level using the resources Scouting has available
Rudy Bozas - Marketing to Multicultural MillennialsJohn Blue
Marketing to Multicultural Millennials - Rudy Bozas, President of Pólvora Advertising, Multicultural Marketing, from the Animal Agriculture Alliance Stakeholder Summit Titled Cracking the Millennial Code Stakeholder Summit, May 8 - 9, 2014, Crystal City, VA, USA.
More presentations at http://www.trufflemedia.com/agmedia/conference/2014-cracking-the-millennial-code
#multiculturaldemographics #multiculturalmarketing
Presentation by Shawne Howell of Marketing Strategies, for MFHA in 2013. Presents facts and figures on key multicultural demographics in the US and makes a case to businesses on leveraging these findings to connect with multicultural targets.
The transcultural female hybrid green papers vol. 1thegarnercirclepr
The Garner Circle PR launches The Green Papers, an ongoing series of white papers analyzing trends and consumer insights that are driving the future of culture and marketing. The Green Papers is authored by agency executives and senior level management.
The Green Papers, published quarterly, will encapsulate the progressive thinking The Garner Circle PR undertakes. The series launches with Volume One titled, "The Transcultural Female Hybrid" which analyzes and explores this psychographic of cultural blurring.
10. Perilaku Wisatawan - Sub Culture & Consumer BehaviourIrwan Haribudiman
What Is Subculture?
Nationality Subcultures
Religious Subcultures
Geographic and Regional Subcultures
Racial Subcultures
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What do you believe are the greatest challenges facing the sector or industry you would like to specialize in at IE? What role do you hope to be able to play in this sector or industry in the medium term?
The Website Globalization and E-Business Series includes a series of brief reports on country-specific website globalization and e-business topics. This series of reports is meant to be a primer on e-commerce as well as a collection of language, culture and website globalization facts by country.
As diverse populations continue to grow and dominate the consumer marketplace, their influence is rapidly creating a "new mainstream culture" that's young, tech-savvy - and worth paying attention to because of its tremendous buying power. In order to sufficiently engage this population, communicators must say goodby to traditional methods and begin developing culturally relevant approaches.
Rudy Bozas - Marketing to Multicultural MillennialsJohn Blue
Marketing to Multicultural Millennials - Rudy Bozas, President of Pólvora Advertising, Multicultural Marketing, from the Animal Agriculture Alliance Stakeholder Summit Titled Cracking the Millennial Code Stakeholder Summit, May 8 - 9, 2014, Crystal City, VA, USA.
More presentations at http://www.trufflemedia.com/agmedia/conference/2014-cracking-the-millennial-code
#multiculturaldemographics #multiculturalmarketing
Presentation by Shawne Howell of Marketing Strategies, for MFHA in 2013. Presents facts and figures on key multicultural demographics in the US and makes a case to businesses on leveraging these findings to connect with multicultural targets.
The transcultural female hybrid green papers vol. 1thegarnercirclepr
The Garner Circle PR launches The Green Papers, an ongoing series of white papers analyzing trends and consumer insights that are driving the future of culture and marketing. The Green Papers is authored by agency executives and senior level management.
The Green Papers, published quarterly, will encapsulate the progressive thinking The Garner Circle PR undertakes. The series launches with Volume One titled, "The Transcultural Female Hybrid" which analyzes and explores this psychographic of cultural blurring.
10. Perilaku Wisatawan - Sub Culture & Consumer BehaviourIrwan Haribudiman
What Is Subculture?
Nationality Subcultures
Religious Subcultures
Geographic and Regional Subcultures
Racial Subcultures
Age subcultures
Sex as a Subculture
What do you believe are the greatest challenges facing the sector or industry you would like to specialize in at IE? What role do you hope to be able to play in this sector or industry in the medium term?
The Website Globalization and E-Business Series includes a series of brief reports on country-specific website globalization and e-business topics. This series of reports is meant to be a primer on e-commerce as well as a collection of language, culture and website globalization facts by country.
As diverse populations continue to grow and dominate the consumer marketplace, their influence is rapidly creating a "new mainstream culture" that's young, tech-savvy - and worth paying attention to because of its tremendous buying power. In order to sufficiently engage this population, communicators must say goodby to traditional methods and begin developing culturally relevant approaches.
Today marks the last day of Hispanic heritage month, but the first time that digital media across ethnicity and race has been reported in the United States.
Today is an important day for all of us in marketing, not just multicultural marketing. It is a day when the Mainstream ad spend will begin to be measured by ethnicity and race. Up to now, the mainstream has been synonymous with non-Hispanic Whites. But, given the dramatic changes in our demographic landscape over the last 20-years, the Mainstream or should I say, the New Mainstream is becoming a multicultural majority, and needs to be measured across ethnicity and race, moving forward.
The Multicultural Digital Report 2018 is a 100+ page resource for brands, media companies, publishers, and researchers that uncovers new data on digital media and total market population. This report, whose data is provided by MAGNA and ThinkNow, is extensive in that it measures digital media usage across Latinos, Asian and African-American consumers in addition to non-Latino Whites, showcases the results of an empirical test comparing in-culture and non in-culture content, and measures digital media ad spend by ethnicity and race.
DEI Deep Dive Masterclass Series Engaging Multicultural Audiences Greg DeShie...Gregory DeShields
Multicultural marketing, also known as ethnic marketing or diversity marketing, is a strategic approach to marketing that targets diverse consumer groups based on their cultural backgrounds, beliefs, values, and preferences. The aim of multicultural marketing is to engage and resonate with specific demographic segments, including racial and ethnic minorities, immigrant communities, and other diverse populations.
Key elements of multicultural marketing include:
Cultural Understanding: Multicultural marketers conduct in-depth research to understand the cultural nuances, traditions, languages, and consumption habits of different demographic groups. This understanding helps tailor marketing strategies and messages to effectively resonate with target audiences.
Representation and Inclusion: Multicultural marketing emphasizes representation and inclusion in advertising, branding, and product development. By featuring diverse faces, voices, and stories in marketing campaigns, brands demonstrate their commitment to diversity and connect with consumers on a deeper level.
Language and Localization: Multicultural marketing often involves translating marketing materials and messages into different languages to reach non-English-speaking or bilingual consumers. Additionally, brands may customize their products, services, and promotional efforts to align with cultural preferences and local customs.
Community Engagement: Multicultural marketing goes beyond traditional advertising and seeks to engage diverse communities through grassroots initiatives, cultural events, sponsorships, and partnerships. By actively participating in community activities and supporting relevant causes, brands build trust and loyalty among multicultural consumers.
Cross-Cultural Sensitivity: Multicultural marketing requires sensitivity and respect for diverse cultures and identities. Brands must avoid stereotypes, cultural appropriation, and insensitive messaging that could alienate or offend target audiences.
Data-Driven Insights: Multicultural marketers leverage data analytics and consumer insights to track trends, monitor market dynamics, and measure the effectiveness of marketing campaigns targeting diverse audiences. Data-driven approaches help optimize strategies and maximize return on investment.
Many businesses are not sufficiently capitalizing on the Hispanic market, in part because of failed or ineffective outreach initiatives. For these efforts to be successful, organizations require a strategy that takes into account deep understanding of Hispanic family dynamics, cultural nuances, and language barriers. Retail institutions in the music industry would draw a competitive advantage by developing cultural competencies that directly relate to the particularities of the Hispanic community.
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This presentation from SIS International Research covers insights and stats on key United States demographics: Baby Boomers, Generation X, Generation Y and Hispanic culture. It also delivers changing U.S. shopping patterns and retail distribution patterns.
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
1. How to Reach the Emerging
Multicultural Audiences
October 17, 9:00am
2. Panelists
• Saul Gitlin, EVP of Strategic Services for Kang & Lee Advertising
• Carlos Rojas, Hispanic Marketing Strategy Director for Principal
Financial Group
• Natalie Rouse, President of Southern Cross International, Experts in
Multicultural Marketing
• Lisa Radding, Moderator, Director of Research at Ethnic
Technologies LLC
3. How to Reach the Emerging
Multicultural Audiences
Today, more than half the babies in the United States come from diverse
backgrounds. You see a multicultural world on your flight, out to dinner, as
you walk through the exhibit hall. But seeing diversity doesn’t necessarily
help you reach diverse markets. Through testimonials by industry leaders who
have devised successful campaigns, you will understand how “multicultural”
translates to “culturally specific,” the actionable key to marketing success.
- Improve your ability to reach our increasingly diverse population
- Understand the potential of multicultural marketing
- Listen to experts who have identified how to tap into these markets
6. Multiculturalism vs.
Specific, Individual Cultures
• This list is multicultural:
– JOSE GUTIERREZ
– KATHLEEN SCHREINER
– NANCY HUANG
– OLAJUMOKE ADEJUWON
– ZDZISLAW WROBLEWSKI
– LATOYA WASHINGTON
• This person belongs to a Specific, Individual Culture:
JOSE GUTIERREZ, Hispanic…
7. Marketing to Specific Cultures
• Reach different consumers in culturally sensitive ways with different
creatives:
– JOSE GUTIERREZ… Hispanic, in Spanish
– NANCY HUANG… Chinese, which Language?
• Reach only a specific population of consumers:
– NANCY HUANG…
• JENNIFER LEUNG
• FRANK WONG
• WEN-TAO LIN ?
• YANGQING TANG?
8. Multicultural Marketing Tools
• Census Data
• Self Reported Data
• Surname Tables
• Multi-Layer Approach***
A Multi Layered Approach uses First Names, Middle Names and
Surnames combined with expert system rules and geo reference
analytics.
9. Hispanics
• Hispanic Population reached 50.5 million in 2010, 16% of the total
US population.
• Total consumer spending by Hispanics was $1 trillion for 2010.
• Between 2002 & 2020 their growth rate is projected to be 2.8% a
year and by 2020 make up 18.9% of our total population.
• Projected income growth per households will be 4.8% per year and
personal consumption spending will average 9.1% growth through
the year 2020.
• Hispanics consider shopping a form of entertainment and a “family
event”. They are “shop-a-holics”, fashion forward and innovative,
buying music, high tech and entertainment products (mobile, big
screen TV).
10. Asians
• The Asian Population reached 15.5 million in 2010. 5.1% of the total
US population.
• Between 2002 & 2020 their growth rate is projected to be 5.2%
• a year and by 2020 make up 10.2% of our total population.
• Over 7 Million Asians speak their native language at home.
• Total consumer spending by this group is $545 billion for 2010.
• 87% of this group who are over 25 are high school graduates, 48%
have a bachelors degree and 16% have achieved an advanced
degree (e.g. master’s, Ph.D., M.D., or J.D.) The Highest Education
Level by percent .
• Home ownership for this group is upwards of 64%.
11. African Americans
• The African American population reached 40.7 million in 2010,
13.6% of the total US population.
• Between 2002 & 2020 their growth rate is projected to be 1.3% a
year and by 2020 make up 17.2% of our total population.
• 39% of African American’s live in suburbs and nearly three-tenths of
households are middle and upper class.
• African American’s gravitate towards products that are seen as
reflecting their sense of community, embracing their values and
supporting their goals.
12. The “how” of Multicultural
Marketing
• Awareness of the multiculturalism
• Software for database enhancement and to
provide lists
• Research into the specific ethnic population
• Talented creative team
• Cultural Sensitivity
13. Who Benefits from a Campaign
of this type?
• Insurance
• Financial Services
• Retail
• Telecom
• Entertainment
• All verticals that most advertisers pursue…
14. What contributes to a
successful Multicultural
Marketing campaign?
Considering the current birth rates of different ethnicities
with in the United States you are guaranteed to be marketing to
a more diverse audience each year. Realize that because your
cliental is multicultural, not everyone responds to the same
advertisements. You can accurately identify ethnicities, language
preferences, and similar variables on your database. When you
understand the nuances of different population segments and
modify your campaign for specific populations of consumers, you
will generate a greater return on your marketing investments.
17. Contact Info
Lisa Radding
Director of Research
Linguist, Onomastician
Ethnic Technologies LLC
lradding@ethnictechnologies.com
http://ethnictechnologies.com/