By Vilan Trub, Business Wire
Bernadette Morris, CEO and President of Black PR Wire, and Raschanda Hall, Director of Global Media Relations at Business Wire, cohosted a conference spotlighting the best practices in multicultural marketing. Hall explained that it was important to understand how to tap into the Black market because “according to Target Market News, the Black American economy already represents the 20th largest market in the world.” The event was initially described as a webinar on how to best reach the Black market, however, what resulted was a fantastic discussion that applied to all developing campaigns, reflecting how connected society has become in a digital world.
- Multicultural Markets are more Connected than Ever Before
Communications professional Danyele L.C. Davis, Vice President of Flowers Communications Group, explained that multicultural markets are more connected than ever before.
“The one thing I really want to dispel is that total market is not general market.”
Flowers Communication Group has successfully implemented the Cultural Fusion Model: Assess, Embrace, and Customize. Targeting minority markets the way they were targeted in the past is outdated and destined to alienate your target audience. Millennials see themselves completely differently and the best way to reach them is to assess cultural nuances.
- Who Influences Your Target Market?
Courtney Cunningham, Esq., Co-Founder and Managing Director of Commonground/MGS, explained that minorities, like all people, are influenced by region, religion, and upbringing. He referenced a series of commercials in which a Black male is shown failing at many attempts to use household products to do some basic cleaning. This example showcases how a target market is not being effectively reached because the people behind the advertising campaign have a misconception that minority males do not know how to take care of a household. He compared his reaction when watching the commercials to that of a professional lawyer watching a highly dramatized courtroom drama. The result is that you know what you are watching is fake, a stereotype.
- Don’t Just Target Your Market, Go to Them!
Danyele L.C. Davis brings up the example of technology and faith. The accepted idea was that cell phones had no place in church. It was considered a big “no-no.” That notion has since changed and the only way to know that is to be immersed in the community. The result was a newfound knowledge that Bible apps and selfies are regularly being used as a mode to connect in church and are quickly becoming integral to the faith community. It was the authenticity behind her attempts to understand this community that led her to identify current trends and make an impact with the #inspiredmobility campaign.
- Employees Must Be Brand Ambassadors
Alicia R. Alston, Vice President of Global Communications at Prudential Financial, Inc., stressed the importance of authenticity when attempting to build a connection with a market. She expressed that creating a legitimate and lasting connection with a market can only occur when the people responsible for implementing a campaign have a clear understanding of both the target market and their respective community. Alston makes the point that “employees be brand ambassadors for us” in regards to how employees should represent their respective companies.
- There’s More Than One Type of Marketing
Amber Bullock, Executive VP, Community & Youth Engagement for American Legacy Foundation, has been engaged in what is called counter marketing. American Legacy Foundation has been behind the easily recognized Truth anti-tobacco campaign, aimed at educating and influencing the public by exposing the dangers of using tobacco products. Bullock believes that to be successful in today’s world of communication, the emphasis must be placed on people and not the product.
The hour-long conference was followed by half an hour of question and answer. There was a clear consent amongst the group that the communication landscape is changing and it is important to understand what those changes are in order to connect with any target market. The millennial generation is not only forcing the industry to rethink the concept of multicultural marketing, but marketing in a much broader sense. Ultimately, all marketing is target marketing because the idea of a general market is one that is at best misconceived.
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