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Global Market Consulting - Strategic Market Positioning in a Global ...

a consortium of experienced international business consultants designed to help companies strategically position themselves for growth in the global economy.

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Driven largely by federal mandates and incentives, investments in solar and wind power continue to increase. While fossil fuels generate the vast majority of ...

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IBS Global Consulting

IBS Global Consulting is a leading international business development and marketing consulting firm. We specialize in helping companies expand into ...

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EffectiveBrands

Providing solutions for global brand positioning, innovation, organization, and marketing education.

R3 (Marketing Consultants) - Wikipedia, the free encyclopedia

R3 is an independent global marketing consultancy specializing in improving the efficiency and effectiveness of marketers and their agencies. Founded in 2002 ...

Allan Linden | Global Marketing Consultants

SUCCESS STORIES. [ Branding and Messaging ]. Kasenna VOD and Middleware Software. Through our direction and management, a program that was taking ...

Global Markets Consultants

Global Markets Consultants is a management consultancy firm providing services to the financial industry. Our expertise encompasses front to back as well as ...

Global Marketing Business Plan Sample - Executive Summary ...

West Pacific Marketing global marketing business plan executive summary. West Pacific Marketing Consultants offers customized marketing services in the ...

International Marketing Consulting Services - Global Impact ...

Global Impact Consulting offering marketing consulting services, international marketing consulting services, international market research services, global ...

Our Global Reach - Global Marketing Consultants - Analytic Partners

Offices in the Americas, Europe, and Asia-Pacific; we're a global marketing consulting firm positioned to serve both multinational businesses and local brands.

Multicultural Marketing


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:
  1. Understand the culture of the groups you want to reach.
  2. Pay attention to the nuances that distinguish one market from another. One size does not fit all.
  3. Show them how you can meet their specific needs.

Become immersed in the markets

To 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 media

Promote your business in culture-specific media outlets.

Translate with care

Unless 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 consultant

Specialists 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.