The Multicultural Marketing Game

Recently, a co-worker shared an interesting piece with me. It discussed the growing ethnic segments in the U.S., the projected growth for the future, and asked if, as these percentages continue to increase, there would still be a need for niche agencies. The premise being that once any of these segments become so large, they would no longer really be a niche market, so the need for such agencies would essentially be no more. But can’t the same be said for general market agencies, if the same can be inferred about ethnic agencies? After all, as the demographics of America continue to evolve, savvy marketers will too expand their scope to include several ethnic segments, as well as the general market—in its present and future iterations. So, as the multicultural market transitions to the general market, it’s equally possible that multicultural agencies will then transition to the new general market agencies.

Many of the existing ethnic agencies are deeply-rooted in the communities they communicate with. They understand these communities, because they are a part of them. Even with the domestic ethnic expansion, multicultural agencies will be needed for authenticity, as well as an understanding on a personal and professional level, the cultural nuances, history and points of passion of these specific ethnic audiences. Multicultural agencies have established relationships within these communities and know how, what, when, why and where to convey messaging that will resonate with them. And that’s the reality of it—it’s not about comparing niche firms and general market firms, but rather recognizing the importance of connecting with multicultural consumers in relevant and meaningful ways.

We at FCG have taken note of the cultural commonalities, while embracing the nuances, values and mindset of certain ethnic consumer markets, such as the African-American and Hispanic Consumer Markets, creating the Ethnic Fusion℠ model. This model allows us to create umbrella programs that can reach multiple audiences, when appropriate, while tailoring messages that appeal to the nuances that live within each cultural group.

For both types of agencies, the key to being able to offer services to all of these markets is really a learning opportunity, to gain a legitimate understanding of the cultures and subcultures that exist within these multicultural segments. Understanding leads to proper communication, which leads to genuine connection, which in turn leads to meaningful conversation. And after all, if you don’t understand and connect with your audience, how do you plan to carry on a conversation?

Tony Balasandiran | New Media Specialist