When looking at the makeup of our country, the United States is both ethnically and racially diverse. While this gives us a great variety of cultures, languages, and delicious cuisines, it also poses a challenge for marketers trying to reach these various audiences. As a result, multicultural advertising has now become a key component to many successful advertising campaigns. So how do you capture the attention of your multicultural audience?
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Speak Their Language
For obvious reasons, it is important to ensure your target market can understand your message. But let’s take it a step further; in addition to delivering your message in their language, it is critical to construct your message around the challenges, motivations and objections that your specific audience segment deals with. Take the time to research and learn about your prospective buyers, then relate to them via your message.
Go Where Your Target Audience Is
Possessing the ability to display your messages in areas where your target market spends their time is an integral part of a successful advertising campaign. As a part of the research phase, it is important to discover where your multicultural audiences spend their time. This is the first step in guaranteeing your ad is facing the right viewers.
Next, depending on the media you select to promote your message, you may have the ability to select your markets according to ZIP code, neighborhood, or demographic profile. This allows you to narrow in on your specific multicultural audiences and speak to them directly with a customized message.
It is also wise to include multiple touch points to generate the highest amount of success with your multicultural advertising campaign. For example, place your ads in front of your desired audience while they pump gas, visit a convenience store, or return home with door hanger advertising.
