Migrants living in a new country represent a different kind of lifestyle and culture. They are akin to using different kinds of lifestyle products, with unique value systems. Marketing targeted on these groups is often known as multicultural marketing, ethnic or diversity marketing.
1. What is Multicultural Marketing?
One’s culture largely shapes the lifestyle and the products and services they consume and also the preference towards certain brands, companies and experiences. Marketing discipline that aims to communicate with people who come from a different cultural background from the country they are residing in is called multi-cultural marketing.
2. Why is it needed?
It is claimed that when a person’s sentiments regarding their culture are touched, and their language used, they are more convinced and willing to buy a product or service. This has also been studied by the Rotterdam School of Management which showed positive results of the emotional intensity of advertising language.
Moreover, migrants take around 5 years to become integrated into the new country and multicultural marketing is very productive during this time period. Also, this strategy opens up a wider consumer base for the company which means more profit. With the world becoming more integrated and an increase in migration in the globalised world, many companies have seen a positive effect of appealing their product and services to ethnic consumers.
One just needs to understand the needs of the diverse cultural groups and tweak their promotional activities accordingly. Different cultures value different symbols, colours and tropes which should be kept in mind while advertising. A universal approach may not always work in a multicultural market place.
3. How to Start With Multicultural Marketing?
Such marketing can be initiated by running a market research experiment with the target audience. Different migrant communities can be chosen- Hispanics in the U.S., Indian community in the U.K. and Canada etc.
The research can be conducted in many ways. One can go out for a lunch and observe what products or features people are more inclined towards. This can also be noted at say an ethnic concert or a festival or party. An online poll can also be created for queries by multicultural online visitors.
4. Where to Focus
There are 2 main things on which one can focus their efforts on. Either by picking up on existing sales that are popular amongst ethnic consumers and build on them or one can do a research on whether their new product fits with the needs and requirements of the target group.
5. Ensuring Customer Satisfaction
To ensure customer satisfaction one should focus on closing the loop i.e. providing value to the customer for that product or service all the way. In case after sales service is required, it is a good idea to have at least some customer service reps who know the culture of the people and speak their language. Investing in a multicultural marketing campaign and product requires huge effort and resources, it is important to anticipate the repercussions and avoid any backlash.
EthnoDialogue is one of Canada’s leading multicultural marketing agencies. They work with our clients to design and implement marketing and communication strategies that best suit their needs. An integrated approach by EthnoDialogue helps them to build and develop effective ethnic advertising and creative solutions in order to address our clients’ changing consumer landscape. They successfully integrate multimedia marketing solutions for the multicultural marketplace, with expertise in Chinese, South Asian, Eastern European, Spanish, Arabic, and Canadian mass markets. EthnoDialogue creates meaningful and long-lasting consumer relationships in the diverse Canadian marketplace.
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