To ensure effective multicultural marketing, our full service advertising agency offers creative, media planning and buying, Public Relations Online outreach, partnership development and digital services. Bringing this offering to multicultural marketing is only one part of the successful formula at Interlex, the other part is our people and their passion for multicultural marketing. Our team comes from all walks of life, some come from inner-city public schools while some grew up on farms, still others attended some of the nation’s best schools and others served as members of our military. Some of us come from privilege while others share more humble beginnings. Professionally, our team members have worked for nonprofit and advocacy organizations, top advertising agencies and government entities. This is important because our team brings perspective and life experiences, and this is extremely relevant when creating multicultural marketing campaigns for our clients.
Our issues marketing, advocacy marketing, cause related marketing, social marketing and work to create non-profit partnerships also benefit from our unique experiences. When conducting multicultural marketing or cause related marketing we are marketing to an underserved community that is not often targeted by traditional advertising dollars. The branding strategy to reach this target must be created keeping their demographics in mind. Much of this can be done with research, but our personal experiences also have value when crafting strategy and messaging. On the ground while conducting minority outreach it is important that we not only have the ability to communicate with our target – this is not accomplished by language alone – our team members also have a keen understanding of socioeconomic and cultural sensitivities. This unique skill set is essential when attempting to engender trust and create a meaningful connection. These same sensitivities are kept in mind when creating our multicultural marketing strategy.
It’s pretty clear that when you go into an ethnic enclave or underserved community that you must speak the cultural language, but creating non-profit partnerships, which is often times a focal point of our multicultural marketing, also requires a knowledge of nonprofit culture. Our team once again delivers, our multicultural marketing benefits from the passion that our team members have for helping people and the experience they have garnered in pursuit of that goal.
Multicultural marketing is more than translating or taking pretty pictures of multiethnic people, multicultural marketing takes a passion for the people you seek to target, multicultural marketing takes a keen understanding of the unique experiences that these communities face. Our team has that passion and understanding, we are those people and we work every day to create a positive change in their lives through multicultural marketing.
Featured Article:
Diversifying Markets Means an Increase in Multicultural Marketing
[Posted on March 29]
The minority market has been severely underserved and underestimated over the past decades. However, as demographic shifts become more visible, organizations must diversify their businesses in order to ensure long-term market presence, they will need to engage in effective multicultural marketing strategies which when created correctly consider the needs and values of minority populations.
Planning for an effective multicultural marketing campaign can be challenging, especially if the organization has not been fully engaged in marketing activities for minority populations in the past. Not completely understanding the target market is obviously something that no thoughtful organization plans, but the fact is that there are many questions when targeting a new market. Subtle differences between languages or cultures can mean the difference between a successful campaign and a failure to meet company goals; an example of this can be seen in the marketing efforts of Chevrolet in the 1970s as they introduced the new Chevy Nova automobile to the market in Mexico. However, this introduction proved to be a complete flop as the name of the car, Nova was viewed as “no va” in Spanish, which means “it doesn’t go”. Obviously, such a major error in basic cultural understanding should be avoided at all costs, and had the Chevrolet management relied upon a team with multicultural marketing experience, the name “Nova” would probably not have even been considered as a viable name for the car.
Properly understanding the target market also means having a firm grasp on the needs and cultural values of that market. Each multicultural market differs in terms of cultural barriers and triggers; this kind of understanding will go a long way in adopting the appropriate campaign messaging for each target community. The strategies for carrying out multicultural marketing campaigns should also be compared as there are several effective methods which work well within a multicultural environment, one of the most effective being non-profit partnerships whereby the company will partner with a well-known non-profit organization with the goal of advancing an important cause within the target community while at the same time spreading the company’s marketing message.
In the realm of multicultural marketing, complete understanding of the target market is essential. However, if a company does not understand the target market in a well-rounded manner, then the company should rely on the services of a full-service advertising agency with multicultural marketing experience. However, with or without assistance, the perfect execution of a multicultural marketing campaign can yield impressive results, which can drive the company’s bottom line for a long time to come.
