What is Multicultural Marketing?
Multicultural marketing opens new opportunities for brands to engage with their consumers outside the "majority audience." It targets specific consumer segments based on ethnic and socio-cultural patterns, building a deeper emotional connection that increases the chance of conversion (sales).
Why Focus on Multicultural Marketing?
A 2019 report by ANA's Alliance for Inclusive and Multicultural Marketing (AIMM) found that multicultural consumers make up nearly 40% of the U.S. population. Yet, only 5.2% of the total advertising and marketing spending is directed toward them.
Here's how we can work together to get your business started with a multicultural marketing strategy...
I keep these best practices in mind when launching a multicultural campaign:
I analyze data from your CRM (customer relationship management) platform from different consumer segments. By combining this data with advanced analytics, I can not only identify targetable segments but also go one step further.
Using a CRM platform is limited therefore I use third-party research as well as A/B experiments with focus groups. We conduct A/B tests to figure out which messaging, product traits, and visual elements resonate with diverse groups.
I plan and select your social media channel carefully guided by research. Once the consumer is targeted I create editorial calendars that factor in engagement timelines, preferred day of the week, and engagement frequency for your targeted consumer and develop relatable content.
I make sure that your message isn't perceived as offensive and will require contributions from multiple voices across gender, age, economic, cultural, and locational divides. By developing focus groups or working with an organization of targeted audiences, I ensure your content isn't stereotyped or culturally prejudiced.
I analyze constantly and re-launch at the right moment so that your multicultural marketing efforts aren't a one-off strategy. I'm not afraid to tweak the message slightly and relaunch when the opportunity presents itself. I also will embed analytics across the entire omnichannel landscape to analyze performance in near real-time.
With multicultural audiences projected to grow by 6.3% this year, it's an excellent time for your brand to invest in culture-specific campaigns and strategies. Contact me now!