Multi-Cultural Marketing
A Global Truth

The consumer marketplace is evolving at an unprecedented rate. Corporations around the world wishing to maintain a competitive edge are constantly looking to find new and innovative ways to engage the new world consumer. The smart ones recognize that the days of “one size fits all” marketing are over.
This could not be more transparent in the United States. As the general population in the US continues to become more diverse, with ethnic Americans of African, Asian, and Hispanic descent making up 25% of the population, the continent has seen a marked and much needed change in communications. While customized strategies are becoming more common place, the concept of mass market is becoming passé.
Companies must find new ways to deliver messages to a new world consumer. In order to do this, a Multi-Cultural communications stratagem is a significant part of the solution.
Marketers who are familiar with the subtle (and not so subtle) nuances of multi-cultural marketing and the most efficient and current methodologies are an appreciating asset. In fact, as the marketplace continues to reflect the changing demographic, brands will begin to rely more heavily on these assets to develop relevant and effective marketing strategies. Moreover, brands that have implemented a robust multi-cultural marketing program will further distance themselves from their competitors who do not.

In order to develop a successful multi-cultural marketing strategy, the brand must have a clear understanding of the impact of the following areas of influence:

• Overall minority population as a relative consumer subset of the entire population
• Economic indices such as buying power, business ownership, brand influence, and conspicuous consumption (buying habits)
• Urban migration and the impact of immigration

Once a brand has gained an understanding of the target consumer’s current and future relationship to the marketplace it can begin to develop a strategy that will assist them in communicating effectively with their customer. This basic model applies to all brands in all geographic locations—especially those that are experiencing a shift in consumer demographics.

Clients such as the Brinker’s Chilis Restaurant brand truly get the need to customize. There are roughly 1275 locations world wide in 24 countries. As they continue an aggressive expansion they are forced to adjust their marketing strategies to fit the needs of the various consumer groups. As an example, in the Middle East they only serve non-alcoholic drinks because it is against their target consumer’s religion (Islam) to consume alcohol. Their key competitor in the market place chooses not to do this and has therefore alienated an important consumer group in that market. In other Middle Eastern countries they have created separate entrances for single men, women and families as a result their two highest grossing stores chain wide are in the Middle East. Customizing services together with creating relevant multi-cultural marketing strategies is indeed a global necessity.

In the UK, research released by MCC suggests that 60% of Asian and Black consumers say that if the brands increased marketing efforts toward them they would be more inclined to buy their product. Similarly in the US a study conducted by Bendixen & Associates, African American respondents said they "are more likely to support a brand that is marketing to them directly and giving back to their community." Consumers all over the world are embracing there heritage and demanding the brands respect their individuality.

Multi-cultural marketing is a reflection of the importance of that demand. It empowers the brand through research and understanding to effectively communicate with key consumers. As it takes form in all parts of the globe, the maturation of the US market (super-growth of the ethnic consumers) is perfect for modeling, best practice dissemination and benchmarking. The rapidly occurring changes currently being experienced in the UK with increasing ethnic minority demographics presents a significant opportunity to share best practices with the US while at the same time, respecting the fact that the country has its own unique set of challenges and opportunities.

We are proud to be on the cutting edge of innovation and customized marketing. Our experience, market place understanding, research techniques and execution abilities position us as a key asset to any organizations in search of new ways to communicate with new consumers. The Axis Agency together with outstanding UK based agency, MCC, are best positioned to guide brands through this exciting new diverse market place.

Kevin E Hooks, Senior Vice President, Axis Agency
Los Angeles, United States