When you run out of clichés, it’s better to just be real. That’s what brands are discovering about multicultural marketing, and consumers seem to be responding.
In its “Un Buen Fit” campaign, featuring comedian Felipe Esparza, Honda poked fun at other ads targeting young Hispanics. Esparza asks a couple driving a Honda Fit if they’re going to a party. The girl says they’re going to the movies, and Esparza replies, “I wasn’t expecting that.”
The light and simple dialogue makes Honda’s message clear: The brand understands young Latinos. It isn’t imposing a “down to party” stereotype on them or passing the Fit off as the most exciting car; it’s simply telling them about the vehicle to get them from point A to point B.
No matter what demographic your brand wants to reach, your message will carry more weight if it speaks to that audience in a genuine way.
It’s easy to gather demographic information from Simmons Market Research, Nielsen, and the U.S. Census Bureau, but immersing yourself in your audience’s culture will provide valuable firsthand knowledge to add a layer of authenticity to your campaigns.
Here are some tips for uncovering those crucial insights:
The digital world offers plenty of opportunities to learn about your audience without leaving the comfort of your desk. By browsing Twitter, Instagram, Pinterest, and Tumblr, you can learn what excites your target audience, what they find funny, and how they talk to their friends.
Listening to music, watching TV shows, and reading publications that speak directly to this demographic are great ways to understand who they are and what they find relevant.
Grocery stores, farmers’ markets, movie theaters, and restaurants in ethnic neighborhoods are perfect places to connect. Strike up conversations with owners, cashiers, and bartenders — anyone you can — for a more intimate look at that demographic’s attitudes and preferences.
Get involved in your community through volunteer work. Not only will this enable you to make genuine connections and understand your audience more deeply, but your brand will also contribute to a good cause.
To truly understand your audience, you have to know what to look for. When studying your target demographic, pay attention to:
Last summer, DKNY launched its Ramadan collection, which featured chic but modest looks styled by two Middle Eastern women. The collection was applauded for featuring garments that adhered to Muslim etiquette yet still looked modern and glamorous. The launch was strategically timed — many Muslims view Ramadan as a season to buy new clothing for themselves and their loved ones.
Your audience is more than a collection of stereotypes and anecdotal evidence — you need to understand how they speak and what they care about to reach them on a personal level. If you do, they won’t just remember your ad; they’ll reward your brand with lifelong loyalty.
Want information on the State of Marketing in 2015? Download the free Salesforce report: