Making a Name for Yourself

Tips For Successfully Using Multicultural Marketing To Increase Your Sales

15 May 2019 by Catherine Barnes

Multicultural marketing is a great way to drive more sales for your business and quickly build your brand. However, since this type of marketing campaign can blow up and result in a lot of bad press if it isn't done correctly, it's vitally important to get it right! 

Whether you are marketing a new startup or an existing national brand, use these tips to ensure your multicultural marketing campaign is on point and effective:

Tip: Understand What Makes an Effective Campaign vs. a Public Relations Disaster

When you develop a multicultural marketing campaign, your goal is to effectively market to people belonging to a specific minority group. Some of the largest minority groups include:

• women
• younger people
• older people
• people of various ethnicities
• people of various sexual orientations

When marketing to people belonging to a minority group, it's essential you do so in a non-stereotypical and non-racist way. To do so, you must realize the people belonging to one minority group are all different than each other based on their individual experiences, backgrounds, languages and generational teachings.

For example, if you are marketing a vacuum cleaner and want to tap into the Hispanic market, you would be on the wrong side of the line if you use images of a Hispanic woman vacuuming at the local hotel as her day job. Instead, your campaign will be on the right side of the line if you show a father vacuuming after a hard day at work.

Your marketing needs to unite and empower customers so they feel loyal to your brand and continue to purchase your products. In the example above, you would insult people if you make the incorrect assumption that Hispanic women relate to a menial job. However, if you show your brand understands the needs of a busy modern family where both mom and dad clean, then you send an entirely different message about your business. 

consider your market: what do they need? what do they want? how can you meet their needs?

Tip: Engage with Your Target Market's Customers

To know how to effectively market to a minority group without offense, you also need to know what they want from your brand. The best way to do this is to engage with your customers in person and on social media. When you do, ask questions to determine:

• why they buy your product
• what similar products they need/want in their lives
• how your business can better meet their needs
• what social causes they support

By obtaining authentic insight from your customers, you can build a marketing campaign they will respond positively to.

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