‘I like your pants’,
‘You can have them.’
‘But they don’t fit me.’
‘I don’t care I still want you
to wear them.’
If you have been ignoring multicultural
marketing then “wear my pants”, is something you have been telling your customers
everyday irrespective of their size.
In simple words, multicultural
advertising means catering to the needs of the varied customer base or ethnic
audience. In almost all places in the world multicultural habitats have become
common. The reason being, a lot of immigrants are settling in different
countries across the globe. The easiest and probably the most common way of
advertising has been to advertise for everybody in general. The problem with
this is, some people may not be able to relate to these ideas and some might
even take offence to it. Considering the extensive number of likes, dislikes
and cultures of the potential clients all over the world, multicultural
advertising is changing from a trend to a need.
There are some simple steps to go
about with it. To be successful in a multicultural market, it is important to
understand that multicultural doesn't necessarily mean you have to be an
intimate part of a particular culture. This is where research comes to your
rescue. Read about your target audiences, learn their common trends, and
experiment with your target audience. Collect as much data as possible on your
audience as well as your competition.
Once you have your data intact,
start strategizing ASAP! because you have already wasted enough time ignoring
multicultural advertising. Get set with your Marketing plan and start
advertising. But remember nobody is going to pay attention to you unless you
are thinking out of the box. Also, don’t forget you might have a language
problem, since you are targeting a multicultural audience. But do not
underestimate your audience if they are travelling the world and settling in
different places they might just be more fluent in English and many other
languages that you haven’t even heard of. Now put up some ads and wait for
responses.
OR instead of complicating your
life and wasting your time on numerous trial and errors, let a multicultural
advertising agency help you.
Happy advertising and good luck
on your business venture.
