1 / 12

The Case for Multi Cultural Marketing

The Case for Multi Cultural Marketing. Migrants will be the single biggest source of population growth, penetrating this market is imperative to maintain and grow market share. The opportunity. Attractive Market Disposable Income+ Small Business Ability to be highly targeted Media diversity

zenaida-stephenson
Download Presentation

The Case for Multi Cultural Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Case for Multi Cultural Marketing Migrants will be the single biggest source of population growth, penetrating this market is imperative to maintain and grow market share

  2. The opportunity • Attractive Market • Disposable Income+ Small Business • Ability to be highly targeted • Media diversity • Achieve Market Share Targets • Main contributor to Australia’s population growth To maintain and grow market share it will become essential for companies to address the growing ethnic market • bandt.com.au/news/3c/0c04bb3c.asp • Multicultural Connexions Jan 2010

  3. Maximising the marketing dollar • Despite being one of the most multicultural countries in the world – ethnic marketing is not a prevalent as in markets such as the US and Canada • No ‘industry standards’ or best practice benchmarks • Lack of awareness of diversity of media available • Using non- traditional communication can in fact result in a higher ROI

  4. The approach • Most general marketing principles apply • Understand your target market, their needs & wants • Understand the differences in cultural drivers between the mainstream and ethnic segments • Will the traditional media be as effective? • Have key cultural insights been leveraged? • Is ‘in language’ creative required? • What products are likely to be more effective?

  5. Market insights – cultural drivers Multicultural collectivism & conformity relationship oriented media: info, entertainment, country of origin news media leaders are community leaders decisions influenced by f&f Mainstream individualism & autonomy task oriented media: info & entertainment media leader neutrality individual decision making Vs • Marketing impact: • Mainstream messages may not resonate • Mainstream media may not be as effective • High sense of loyalty & first mover loyalty within the community • Community infrastructure reliance, community elders & WOM are key influencers in decision making

  6. Cultural assessment framework • Melting Pot Vs Salad Bowl • Create an authentic engagement • Adjust marketing strategies to the values, attitudes, beliefs and practices • Degree of tailoring driven by Levels of Ethnicity • Length of time in Australia • Country of origin • Primary languages spoken • Geographic location • Occupation and education

  7. Multicultural marketing in practice • Traditional Approach • In language POS • Event Sponsorship • Press/Radio • Multi-lingual staff • Leveraged Approach • Integrated with mainstream activity • Built around existing community networks • No need for discrete marketing teams or budget

  8. Case Study: Help Obama win in Florida • Insight: Elderly Jewish would decide the outcome • Strategy: Don’t target the voters, target their opinion leaders • Idea: ‘The Great Schlep’ leverage cultural insights • Results: Obama got the highest elderly Jewish vote in 30 years…and won Florida • Agency: Droga5

  9. Case Study: Telstra ethnic activity • Telstra has an existing Multicultural Contact Centre • Dealers/ Shops Mystore Marketing templates • A dedicated ethnic marketing team of 7 up until 2008 • Chinese and Vietnamese in language websites • BigPond campaigns • Leverage staff networks and community relationships • China Bar

  10. Rollout options Advertising & Media LAM Digital

  11. Customer strategy • Chinese and Indian ethnic segments are increasingly expanding in the Australian landscape, many of which have a propensity to take up key products • Ready availability of targeted effective media • Understand the importance of incorporating cultural drivers (as opposed to in language) • second and third generation migrants combine ethnic culture with their Australian identity

  12. 5 Tips to leave you with…. • Integrate multicultural marketing with mainstream activities • Set metrics up front …. and leverage, leverage, leverage • Utilise relationship marketing principles - use existing networks and key community opinion leaders • Understand key cultural drivers – don’t pigeon hole • Not surprisingly, as with most marketing is simply comes down to understanding your customer and then developing relevant messages that are communicated via the most engaging and timely media “Communication to all Australians cannot be complete without inclusive targeting of key ethnic audiences, further enhancing the reach and effectiveness of mainstream campaign activity.”

More Related