Last week, the ANA conducted its seventh Annual Multicultural Marketing Conference. It has always been one of my favorites as the passion and camaraderie that emanates from both the pioneers and the new practitioners resonates among all participants.
As I had a chance to reflect on some of my “lessons learned” I thought I would share my multicultural marketing takeaways more broadly:
• Multicultural marketing is more than just “targeting” - it is about making and reinforcing an emotional connection between brands and consumers that lasts a lifetime: As media becomes more fragmented, it has become increasingly difficult to create brand loyalty – particularly among key multicultural constituencies. The essence of a good multicultural program is one that creates an emotional bond and reinforces that bond with consistent, long term messaging and programming.
• Multicultural marketing is not about good will, it’s about good business: This market is huge. Within 20 years, the multicultural population will be over 50% -- the minority will become the majority. Commit the resources. Hire a diverse set of professionals with a balance of skill sets that can understand the markets and create the natural bonding programs that create lifetime customers. Multicultural marketing is no longer a “one-off” effort – it needs to be integrated into “general” marketing communications efforts.
• Companies that are doing multicultural marketing well are cashing in! Examples: McDonald’s and Albertson’s are dominating the Asian market with double digit share leads over the competition by dedicating professionals, resources and appropriate agency partners. Whatever your program is now, start planning to increase it as the competition will be heating up and fighting for the same sales.
• Consider trans-cultural programming: There are a handful of advertisers that are marketing effectively with powerful creative that is culturally diverse, yet not targeted to a specific multicultural segment. The winner of ANA’s Multicultural Excellence Award, The United Church of Christ, showcased an emotional campaign with a powerful message that used creative tactics to reach a disaffected audience. The business results, membership growth and financial support, were off the charts. Kraft Foods also demonstrated an effective trans-cultural effort with Kool Aid.
• Speak the language of the CEO: The currency CEO’s understand is share, sales and brand equity. Get executives to embrace opportunities, then set their expectations accordingly and deliver on the promise. In return, the CEO needs to demonstrate the commitment and become the champion. Bob Iger of the Walt Disney Company is a terrific example of a committed executive.
• Make multicultural marketing accountable. Be sure that the promise is backed up by performance objectives that are measurable and tie to overall brand and corporate short and long-term objectives.
