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.

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

4. Trends in the US Today

5. Current Population Trends

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.

15. Trends in the US Today

16. Current Population Trends

17. Contact Info
Lisa Radding
Director of Research
Linguist, Onomastician
Ethnic Technologies LLC
lradding@ethnictechnologies.com
http://ethnictechnologies.com/