Multicultural marketing recognizes that one size doesn't fit all when it comes to developing advertising and promotion strategies. Small businesses are responding by tailoring their marketing programs to reach consumers from varied backgrounds.
Although it’s easy to let marketing geared toward different cultures fall to the side, and focus instead on greater mainstream demographics, doing so could be detrimental to a marketing campaign. For most agencies and brands, multicultural marketing should be an “all hands on deck” situation, where extra attention to detail and analysis is employed to ensure each asset and piece of data is reflective of the targeted culture. Here, we’ve covered five big mistakes to avoid when creating a multicultural marketing strategy and a few suggestions on how to avoid them.
Mistake #1: Leaving “multi-cultural competency” out of the job description
When hiring new team members, from entry-level to executives, it is critical that cultural competency be in their repertoire. Even if it’s just a broad understanding and a willingness to learn more about each market segment, these people will be tremendous assets to have when it comes time to strategize and create.
Mistake #2: Skimping out on data
Hard data may well be the most valuable part of your strategy, especially when trying to determine the best channels to use with your target audiences. Make sure your specialists know exactly what to look for and how to find it, so your data supports the overall campaign.
Mistake #3: Relying on only one language
Most members of a multicultural audience are bilingual, transitioning seamlessly from Spanish to English multiple times throughout their day and using Spanglish with other members of their culture. Spanglish, though difficult to perfect, may be the best way to secure your audience’s attention, and build trust with them. Make sure you have a native speaker who can review all assets before they’re published.
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