Welcome to the first of a series of monthly articles about multicultural marketing by Ahmad Islam, managing partner of Chicago-based agency Commonground Marketing.
What do multicultural marketing and NFL football have in common? As we cheer our teams through the playoffs and head toward the Super Bowl, one fact is crystal clear: While trick plays are great, teams that master and execute the fundamentals are the most successful and ultimately win championships.
Multicultural marketing is very similar in that while many clients and agencies are focused on new approaches to connecting with multicultural consumers, those who master the basics–the ?gblocking and tackling?h of multicultural marketing–will position themselves most effectively for long-term success.
These key fundamental “plays” are the critical components that provide the basis for successful multicultural marketing programs.
The Multicultural Marketing 101 playbook is as follows:
- One size does not fit all. Multicultural consumer segments are not amorphous groups defined solely by race. Marketers must consider multiple factors including socio-economic, psychographic, subcultural, and geographic factors when mining for relevant insights to leverage when targeting multicultural consumers. To consider only race/ethnicity as the defining factor is like assuming all running backs are created equal. They are not.
- Reach does not equal resonance. Multicultural consumer segments respond more strongly to communications that are more personal and relevant to them as individuals. While a media plan can deliver reach and frequency at high levels against specific target consumers, if the messaging is not relevant and does not resonate with the consumer at a personal level based on specific insights, the impact of the message will be minimal. Just as coaches must tailor their messages to ensure they connect with and motivate their players, brands must do the same to connect with multicultural consumer.
- Translation does not equal transcreation. Simple general-market message translation or addressing diversity through casting alone does not approach the effectiveness of messaging developed from unique target-relevant insights.
- Doing it wrong can be worse than doing nothing at all. Marketing communications rooted in “misinterpreted” insights or messaging that is simply off-target can harm a brand?fs relationship with key multicultural segments.
- Gain traction. Targeted efforts are more likely to be adopted by and connect with mainstream consumers than broad messages are to connect with a specific unique consumer segment.
As in any football game, you ultimately have to take the field and execute to achieve victory, but keeping these five principles in mind as you craft your game plan for connecting with multicultural consumers will provide a competitive advantage for brands and their products.
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