If you had difficulty reading the headline, perhaps you now appreciate the importance of speaking the same language – literally and metaphorically – as your audience.
This small example, although frivolous, is used to illustrate an important point – the target audience is evolving, and as marketers, we need to evolve too. And part of that evolution is the rise in multicultural marketing, which, according to leading publication Inc. is “no longer an option, but a necessity.”
Let’s examine how you can make multicultural marketing a part of your marketing tool chest in a way that doesn’t isolate your audience, but welcomes them in.
Understanding Your Audience
You know the expression: “Seek first to understand?” Well, if you want to be successful with your multicultural marketing efforts, you must first seek to understand your audience.
Start by asking yourself key questions about your target audience, such as:
- What’s most important to them?
- What is their general outlook on life?
- What do they take pride in?
- What are their buying preferences?
When examining the Hispanic market, you will find that family is the highest priority and brands that can be trusted to protect, provide and support their families resonate. While Latina moms forever hold a special place in the family, second and third generation moms are increasingly looking for advice and validation from outside sources. Often their own moms do not live nearby and they are seeking a support system. Like all millennial moms, Latina moms love to share content and products with each other.
Optimistic by nature, Latina moms focus on creating a home and bettering their families. Generally speaking, they take great pride in decorating and cleaning their homes – especially around the holidays and family celebrations. To a marketer, this insight is extremely valuable, providing clear direction on where to focus the messaging as well as what tone will be most effective.
Take Parents Latina, for example, a magazine that speaks in English to the parenting passions of a new generation of millennial Latina moms. It is full of culturally relevant advice and inspiration that focuses on the most important aspect of a Latina mom’s life – her family. It seeks to build a relationship as a trusted advisor for all stages of parenthood by speaking in a relatable voice that both informs and inspires.
Lost in Translation
Speaking the language is about much more than translation. Google Translate can swap your words into a different tongue but that doesn’t mean your message translates too.
Instead, you must adapt your messaging to be culturally relevant. Focus on your audience’s core values, traditions, and behavior, and then tailor your message accordingly. For example, Latinos will decide which brands to support based on a brand's ability to effectively communicate in ways that appeal to their lifestyles and cultural values. This should always be the goal with your messaging.
Bring It to the People
Next, focus on delivering your message where your audience literally is.
While understanding your audience, speaking the same language, and crafting the right message are all critical factors, they’re not the end game. You must also consider the appropriate distribution channels for your efforts. After all, what good is laboring over a message that will never be heard?
While Hispanic moms are in all the same places as general market moms, it is of note that 25% of all new births are to Hispanic families. Therefore you can expect to find an increased population in obstetrician offices, pediatrician offices, day care centers, elementary schools – even baby product aisles. Knowing which locations over-index for Hispanic families is key to targeting. Doctors, school nurses, PTAs are already trusted resources and can be very effective in delivering your message.
Geographically the Hispanic market is expanding as well. While certain states maintain a high Hispanic population – Texas, Florida, California, Arizona, New Mexico, New York, Chicago -- even states with a relatively low Hispanic population, such as South Carolina and North Dakota, are experiencing growth at an exponential rate.
However, you certainly can’t expect to be a multicultural marketing maven on your own overnight. First-party data is essential to identifying market patterns and trends. To start building a solid multicultural marketing strategy, put your trust in the experts. Get in touch with us today and learn how we can leverage our extensive database, venue-based marketing capabilities, and proprietary research to reach your audience where they are.
We’ll ensure your message is never lost in translation!