If you had to choose between conveying your brand’s story with an ad that’d entertain your customers and one that’d form a lasting emotional connection, which one would you choose? Most businesses would pick the latter because of how important it is to appeal to customers’ emotions if you want to drive growth and profitability. But how do you go about doing this when your target audience is ethnically diverse?
Here are 3 great ways to translate your brand’s story to ethnically diverse consumers by appealing to their emotions.
1. Advertise Through Influencers From the Same Cultural Background As the Target Market
If you want to create an emotional bond with an ethnic market segment, why not advertise through an influencer hailing from the same cultural background? Ethnically diverse market segments are more likely to tune into ads they can relate to like those that feature people from their backgrounds.
We recommend picking an influencer from the same culture as your target segment and whose psychographic profile fits your target audience for the best results.
2. Add Multilingual Subtitles to Video Ads
The core purpose of an ad is to convey a message—so what’s the use if the target audience doesn’t understand it? If you want to capture the hearts and minds of culturally diverse customers, consider adding subtitles to your video ads to help them understand.
For best results, get a multicultural marketing agency to help you so you don’t have to use inaccurate auto-generated captions.
3. Acknowledge Cultural Icons in Your Marketing Campaign
Cricket is considered a religion in India, so much so that one of their most famous batsmen—Sachin Tendulkar—is considered an icon. Why is this important? Well, imagine an ad tailored towards Indian consumers that mentions cricket and Sachin Tendulkar. Chances are you’ll create an emotional connection with the target audience!
This is an example of how businesses can establish close emotional connections with ethnically diverse audiences through tactful cultural references. We recommend speaking to a multicultural marketing agency about how to create an ad campaign that conveys a unique, culturally sensitive story that tactfully mentions cultural icons. This is far more effective than simply mentioning a cultural icon’s name for the sake of getting short-lived attention.
At GoDiversity, we help companies use various digital marketing strategies like paid social to target ethnically diverse markets. We also create custom marketing plans that factor in all the techniques we’ve mentioned in this article.