Image by Jcomp<\/figcaption><\/figure>\nFor Jos\u00e9 Bello, not segmenting is one of worst things that have happened to marketing in the last few years: “I think we all understand the total market philosophy. Unfortunately, it got lost in translation\u00a0among non-multicultural agency teams and clients,<\/strong> and it hurt us all. Things would be more clear if we went back to multicultural;<\/strong>\u00a0back to U.S.\u00a0Hispanics, African-American, etc, instead of the total market bucket,” he reflects.<\/span><\/p>\n But perhaps it’s not that the “total market” concept doesn’t work, it’s that we pushed it too far. As Jessica Rom\u00e1n<\/strong> asserts,\u00a0\u201cI don\u2019t believe the ‘total market’ concept will go away. However, the pendulum may have swung too far<\/strong>, and we need to bring it back in order to find that balance. There are times when you have to pause, analyze, and tweak what\u2019s before you.<\/strong> In some cases, you even may have to take a step back, before you can move forward with a truly successful total market approach.\u201d<\/span><\/p>\n<\/div>\nTrust Your Agency<\/h3>\n\n
Segmentation might sound complicated for clients, but agencies know it’s just a matter of understanding your position and addressing consumers as humans.<\/strong> To highlight their nuances, not to segregate their differences.\u00a0However, agencies are often required to offer more “blatant” displays of divisive targeting, or to generalize campaigns so that one fits all. This puts a strain on the efforts to address specific audiences without singling them out. “Sometimes it’s easy\u00a0[for clients] to find mistakes that are not grave enough just to make agencies feel they\u2019re not doing a good job,” commented Dana Bonkowski. “But we have tons of research are at our disposal for clients to see. So the sooner we can use data to find the right segmentation strategy and set them off for success, the better.<\/strong>“<\/span><\/p>\n\u00a0If you’re going to focus on the white half of the population, you’re going to miss the mark, period. If you’re not incorporating a multicultural media mix, you’re trying to move the needle but you’re only pushing on half of the audience.<\/span><\/p><\/blockquote>\n So, trust that your agency knows how much segmentation you actually have to do.<\/strong> As Cynthia Dixon says,\u00a0<\/strong>“If you don’t understand the basic platform of your product and the marketing position of your brand, it\u2019s really hard for your partners to help you succeed. That\u2019s really what\u2019s gonna help us put your dollar in front of the person that\u2019s gonna purchase your product.” \n<\/span><\/p>\n4. Collaboration Breeds Creativity<\/h2>\n<\/div>\n<\/div>\n\n
Multicultural marketing requires multiple creativity. We should be testing the best creatives, but what’s the best way to produce good creative, to begin with? The answer is a multicultural environment in every brief and every meeting. “Not having multicultural voices and eyes at the table is a miss,” asserts Jos\u00e9 Bello. “That\u2019s what all clients need to do: never start a meeting without your multicultural eyes present<\/strong>. It\u2019s the client\u2019s prerogative to ask, ‘Where is the multicultural team? Where is my multicultural media person and my multicultural creative person?’ If there isn\u2019t one,\u00a0<\/span>don\u2019t start the meeting. Wait for them or postpone until they can be there, because that meeting would yield incomplete results.“<\/span><\/p>\nStarcom USA’s Darcy Bowe<\/figcaption><\/figure>\nOnce you have a skilled and diverse team, use it to really create a connection with your identified target. “We should be talking to audiences individually because they value our brand and we need to communicate which values the brand can offer them<\/strong>,” says Darcy Bowe. “If we don\u2019t expand our creative capabilities and have more than one message to talk to more than one audience, we\u2019re just trying to shove our message down everyone\u2019s throats because we identify them as a potential customer, but we\u2019re not really talking to them<\/strong>.”<\/span><\/p>\nThe more individuals we can get comfortable talking about multicultural, the better chance we have to succeed.\u00a0<\/span><\/p><\/blockquote>\n<\/div>\n<\/div>\nWorking Together Towards Inclusion<\/h3>\n\n
\n
Ultimately, a team must always be\u00a0willing to cooperate to reach a common goal<\/strong>. “This collaborative process of wanting to move this marketplace forward should always be at the forefront,” declared Jessica Rom\u00e1n. “It shouldn\u2019t be ‘us against them’, we should all be ready to embark on this process together.”<\/span><\/p>\nAgency Star Committee Members granted Gallegos United the 2018 Portada Award to the Top Multicultural Campaign Driven by Multicultural Insights. By using a strong Hispanic insight, their Toma Leche\/El Chavo campaign in California generated total market success.<\/figcaption><\/figure>\nIn short, multicultural insights\u00a0are essential for success. “The buyer out there is multicultural, there’s no way around it,” declares David Queamante. “If you’re going to focus on the non-ethnic half of the population, you’re going to miss the mark, period. If you’re not incorporating a multicultural media mix, you’re trying to move the needle but you’re only pushing on half of the audience.”\u00a0<\/span><\/p>\nThe main takeaway from the panel are these three concepts:\u00a0self-evaluation, inclusion, and collaboration<\/strong>. Willingness to go back a few steps in order to go forward. A commitment to creating real connections with real people, the groups of individuals that constitute our market and our society. “This isn\u2019t a secret,” shared Dana Bonkowski. “The one thing we have in common is that we\u2019re nimble. We\u2019re here to serve our clients. There are different paths to success. The key thing is that the more individuals are comfortable talking about multicultural<\/strong>, the better chance we have to succeed.”<\/span><\/p>\n<\/div>\n<\/div>\n<\/header>\n<\/header>\n\n
\n
[ctalatamb_es]<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
Jos\u00e9 Bello, Dana Bonkowski, Darcy Bowe, Cynthia Dickson, David Queamante and Jessica Roman are agency executives with decades of experience in marketing and advertising. Their insights shed valuable light on how to best approach multicultural marketing in this moment of uncertainty.<\/p>\n","protected":false},"author":2,"featured_media":50882,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[174,13068,974,19266,12906,38],"tags":[5938,2094],"yoast_head":"\n
How Multicultural Marketing: How to Use Seamlessly in Total Market<\/title>\n \n \n \n \n \n \n \n \n \n \n \n \n\t \n\t \n\t \n \n \n \n\t \n\t \n\t \n