With brands becoming increasingly aware about the importance of diversifying, one of the issues they often face when creating a multicultural marketing strategy is coming up with a compelling storyboard.
Unable to understand the importance of portraying cultural diversity through its core values, many of them fail to empathize with multicultural consumer groups.
The problem is in fact simple— most brands overcomplicate the marketing process, and over-think their strategies. They are under the impression that they have to follow a certain concept in order to grasp consumer’s attention. In reality, marketing is more related to common sense than quantum physics.
And with a few measures, it’s possible to cater to multicultural groups with ease. Here are mistakes that brands commonly make when trying to come up with a multicultural concept:
They Don’t Focus on Data
While marketing uses creative concepts and compelling visuals to grab attention, it also needs to be backed up by research. Many brands fail to understand the importance of analyzing data and research.
This is exactly what leads to their downfall. When your marketing team doesn’t understand the importance of the connotations attached to certain perceptions, they fail to grasps the value of ethnic marketing.
Researching thoroughly is imperative and so is paying attention to details. If you’re creating a commercial targeted at the Hispanic community, make sure you don’t interchange the term ‘Hispanic’ with ‘Latino’.
They Don’t Think About the Audience
The reason why some entrepreneurs start their business is because they have found a solution to a problem. They create products and offer services, which are often met with the sound of crickets.
“But my product is amazing,” they think. So, why don’t consumers want it? This is because different types of consumers have different requirements. It’s important to focus on what majority of your consumers want, rather than just one type of solution.
Without any testing, research, and a proper marketing strategy, your consumers will never be able to communicate and connect with your brand.
They Focus Only on One Type of Group
Some brands that aim to focus on diversity often lose sight of their goals. They end up focusing on problems faced by one type of group. They tend to forget that they have a diverse range of consumers.
This only ends up hurting and damaging the reputation of the brand because consumers are unable to relate to their services. Remember, before you speak, it’s important to listen, and listening to consumers is imperative.
At GoDiversity, our aim is to help brands connect with their diverse group of consumers. By connecting with different communities through effective marketing strategies, we help businesses create a global presence in the digital world. Get in touch with us today to learn more about our services!