One of the new trends in marketing is multicultural marketing, this refers to a type of advertising that is aimed to the cultural diversity of a region.
The importance of Multicultural Marketing is becoming more and more significant since every day it is more common in the United States to live with people of different nationalities due to the great migrations that have occurred in recent years.
Brands must begin to connect with these multicultural consumers with different marketing campaigns, they cannot think that these users have the same consumption patterns, preferences and valuations of the American people.
To start a marketing strategy with this audience, it is necessary to understand socio-cultural elements such as language, traditions and customs in order to create a deeper emotional connection that increases the possibility of conversions.
Brands must learn to communicate in a natural way with these people to establish themselves as a friendly and close option that truly understands the consumer’s needs.
What brands are doing
Brands like McDonald’s, Toyota and Nike have been able to communicate effectively with Hispanic audiences by running advertising campaigns in Spanish. This strategy generated engagement with the Hispanic market by showing the diversity of their culture in a very emotional way.
Another company that has done quite well is Coca-Cola, whose multicultural consumers currently account for 33%. With that in mind, the company decided to move from promoting one-time events, such as Hispanic Heritage Month or Cinco de Mayo, to running broader campaigns around a 12-month strategy that goes beyond ads.
How to do Multicultural Marketing
1. Generate an organizational culture oriented towards internationalization
Nowadays it is essential that your company have a global vision since with the Internet and social networks it is very easy to reach consumers in any country. Your collaborators must think beyond the borders of the country in which the company is located.
It is about that the company breathe, think and consume internationalization. It can be achieved with practices like these:
- Be aware of consumer trends abroad
- Try to understand the way your target audience speaks, searches and expresses themselves beyond literal translations
- Analyze the viability of penetration in the target market based on the profile of the national consumer
2. Consult an expert or native speaker
It is clear that the most qualified person to understand and analyze the culture of a country is someone who was born, lived and educated in it. Hire a person who can advise your employees so that they learn to think like your customers and therefore run better campaigns with good content that demonstrate that they were specifically created to meet the needs of your audience.
3. Focus Group
Interview a minority group to which your campaign is directed through a focus group. Here you should look for information about customers in different regions relevant to your cultural group. Then A / B testing can be done to find out what messages, features, and visuals resonate with the group.
4. Take Advantage of Big Data!
Take advantage of databases and social networks to learn more about the behavior and tastes of multicultural consumers. By combining this data with advanced analytics, you can not only identify segments that you can engage with, but you can also go one step further and find correlations, times of the day with more engagement, or a key trait that lead to conversions.
5. Test your campaigns
Multicultural Marketing can be counterproductive for your brand when the community does not identify with the message, so first carry out test campaigns in different areas with a minority group in order to analyze if the message is well accepted by the community and if it really generates engagement with your brand. Modify the message and relaunch it as soon as possible in order to obtain accurate data and reports to optimize and improve the performance of your campaign.
At Vaquero Advertising we know the importance of the Hispanic market for your brand and we want to help you reach them. Contact us and let’s start to transform your brand!