- Mario Torres
How to Develop a Multicultural Marketing Strategy: A Complete Guide
With hundreds of progressive movements happening worldwide to make people culturally aware, it's clear that businesses need to rethink their marketing strategies and make them more inclusive.
Every business needs to know how to effectively market to multicultural audiences without hurting their consumer's sentiments and create appealing and engaging content.
If you're not sure how to attract the attention of different ethnic communities with compelling strategies, here are a few tips from multicultural advertising experts.
Building a Diverse Team
If you think devising authentic and innovative marketing strategies is a one-man job, think again.
No matter how well-versed you are in the marketing industry, it's impossible to retain a multicultural audience's attention without having deep knowledge of their culture, customs, language, and traditions.
This is why hiring a diverse team from different ethnic backgrounds, sexual orientations, and ages will help you gain insight into their culture. With such a wide array of ideas, your marketing campaign will be sustainable and highly effective.
Avoid Being Generic and Predictable
One of the first things most brands do to seem diverse and inclusive is incorporate ethnic languages into their advertising strategies. Since this approach is super basic, your consumers will instantly know when you're not putting in an effort in your marketing.
You must ensure you're setting an example for other brands when incorporating culture into your marketing. Be creative and consult professionals and resources to gain more information about your target audience. Don't rely on translations when incorporating language; come up with original ideas.
The infamous campaign by Pepsi is an example of poor multicultural marketing. They translated their "Pepsi Brings You Back to Life" slogan into Chinese, which basically said, "Pepsi Brings Your Ancestors Back from the Grave". This is a sure-fire way to turn away consumers.
Build an Emotional Connection
One of the best ways to connect with a multicultural audience is to build an emotional connection and share the real stories of your customers. This is an organic and sustainable way to gain the respect of your consumers without it seeming forced or sloppy. Portray moving stories with powerful messages that will truly resonate with your audience.
Ready to devise a killer multicultural advertising strategy?
Get in touch with GoDiversity, one of the top ethnic marketing agencies in the US, where our team of professionals can help you develop effective digital ads and provide you with premium advertising solutions in no time.
Reach out to us today to get started! You can check out our work with esteemed brands by visiting our portfolio. For more information on how to formulate marketing strategies, don't forget to visit our blog.