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BizReport : Advertising : April 30, 2014

Top 3 tips for engaging multi-cultural campaigns

Look for more companies to focus on minorities and immigrants in the US ad space, says one expert, who points to the upcoming mid-term US elections to push more talk of minorities and immigrants past politicians and into American board rooms and even marketing departments.

by Kristina Knight

The mid-term elections are coming up this November and one of the key issues on the table will be immigration. The dialogue around that national debate will shape how some brands tailor their multicultural marketing strategy.

Geoscape is a company that offers actionable insights into America's New Mainstream, which is comprised of high growth populations such as Hispanics, African Americans, Asians and millennials. Businesses often lack the technology, data and understanding to successfully communicate with New Mainstream consumers, leading them to instead rely on traditional and misguided approaches. Their CEO offers his top 3 tips to create better, more engaging multi-cultural ad campaigns.

First, engage your C-Suite.

"[Make] sure that [C-level executives] are fully on board with a multicultural strategy. It's important that direction comes from the top, so that messages make their way beyond the marketing department," said Cesar M. Melgoza, CEO and Founder, Geoscape.

Second, align all pieces of business. If in advertisements and marketing collateral, you're claiming to offer an authentic Hispanic experience, you need to deliver through the products that you're stocking, the employees you're staffing, the merchandising you're employing and the signage throughout the store.

Third, go granular.

"By segmenting and tailoring your message you're going to be far more successful in your efforts. The concept of appealing to different multicultural groups is becoming more mainstream, however, marketers need to take it a step further to consider factors, including, acculturation level of their audience, their country of origin, their language preferences and their socio-economic status," said Melgoza.

Image via Shutterstock

Tags: advertising, advertising tips, Geoscape, multi-cultural advertising

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