If you only think about the "usual places" where you market your products or services, you may be missing a massive segment of the population that may want what you sell. The African-American, Hispanic and Asian-American markets combined represent a $1 trillion market. Members of these and other minority communities often feel overlooked by marketers. To win them over, you need a savvy marketing strategy. The keys to tapping into the multicultural market include:
- Understand the culture of the groups you want to reach.
- Pay attention to the nuances that distinguish one market from another. One size does not fit all.
- Show them how you can meet their specific needs.
Become immersed in the marketsTo get a handle on your target market segments, start with the basics.
Quick Facts provides statistics on the ethnic breakdown and other characteristics of each state's population. Multicultural Marketing Resources, a public relations and marketing firm, offers such resources as a multicultural knowledge center and a multicultural calendar of events. At Diversity Central, you get a cornucopia of news and data related to multicultural issues.
Get a read on multicultural mediaPromote your business in culture-specific media outlets.
Translate with careUnless you have access to someone who is fluent in the languages of your target markets, hire a professional to translate your press releases, ads and other marketing material.
Consider hiring a consultantSpecialists in multicultural marketing can help you make quick work of developing and implementing your marketing strategy.
- Check with a translator before running the same promotion in multiple markets. A flattering or humorous sentence in one language can be an insulting sentence in another.
- You can enhance your credibility with a minority community that you have never served, by sponsoring a fundraising event in that community.
- Trying to reach third- and fourth-generation Americans? They often relate better to campaigns that are targeted to mainstream Americans. In fact, they may not even speak their nationality's native language.
- If you want to draw ethnic groups throughout the world to your website, remember that a large percentage of Internet users outside of the United States still have dial-up connections. That means a graphics-rich web page will load slowly, and in the process may try the patience of some global customers.