Have you ever noticed how certain marketing campaigns grossly underrepresented different ethnicities? The goal now is not just about paving the way for tolerance. Instead, it’s time to accept differences, diminish discrimination and promote diversity. This is where multicultural marketing comes in.
What Is Multicultural Marketing?
Gone are the days when marketing campaigns could flourish with a generic representation of the majority alone. In order to be up to par with the standards today, you must devise and execute a campaign that targets people of different cultures, ethnicities, abilities, sexual orientation, and gender identities and incorporates them into the brand’s wider audience. After all, all brands must recognize that every corner of the world is a melting pot of various identities and not just one.
How to Do It Right
The necessary steps in ensuring your marketing campaign is all-inclusive is:
To Hire a Multicultural Team
Imagine you’re planning to market a product and represent a minority group in the campaign. However, your team is hardly representative of diversity. Won’t it be harder to pull the campaign off successfully without having someone with the practical knowledge to scrutinize it for accuracy? Hence, focus on adding skilled individuals from diverse cultures, and you’ll be able to put your best foot forward.
To Always Double-Check the Campaign’s Authenticity
Unless you wish to broil a costly disaster, make sure to double, in fact, triple-check the content of your campaign. There’s nothing worse than having the right intentions executed poorly.
The best way to do so is by running your marketing campaign by friends or colleagues who belong to that minority group before giving the go-ahead. An even better solution will be hiring people from diverse backgrounds in your team.
The Bottom Line
Remember, the goal of your multicultural marketing campaign is to shed light on troubles and challenges faced by minorities in society and to ultimately help them gain benefits from it. Or it can be simply about representation, so target markets can relate regardless of their background.