In a country as diverse and evolving as the United States, a “general marketing” approach will no longer cut it for any marketer with the intention of success. Instead, they will need to employ multicultural marketing strategies in their campaigns. Within the last decade, the United States saw a 43% increase in the American-Hispanic population alone.
Along with this shift from “general marketing” to “multicultural marketing”, we are seeing a shift in buying power from the Baby Boomers to the Millenials. Unlike the Baby Boomers before them, Millenials place a higher value on diversity. Because of this shift, companies are finding that multicultural marketing is rapidly becoming one of the most successful marketing strategies in the United States.
More companies are tailoring their marketing approaches in an attempt to appeal to diverse groups and gain their brand loyalty; but not just any approach is the right one. Here’s how some companies have successfully absorbed multicultural marketing into their overall marketing strategy:
Apple took a different approach to their expansion into multicultural advertising. The brand is known for its sleek simplicity both in product design and in brand image. When the company began preparing for the launch of their iPhone 5C (C for color) in 2013, Apple knew that its products were used across different races, genders, cultures and ages.
They used this information to create their advertisement for pre-order sales of the iPhone 5C and the tagline used was “For the Colorful.” This encompassed all the demographics that used its product and unified them all in that. The advertisements portrayed people form a multitude of cultures in their iPhone 5C advertisements and in their hands each had a different color of the product. Apple then showed all these people in their everyday lives, speaking their native languages, doing all the socially relevant activities for each culture.
Apple demonstrated this with a single advertisement, as opposed to a magnitude of complicated advertisements aimed at each group individually, staying true to their brand image while delving into multicultural territory. Apple sold approximately 9 million units of the iPhone 5C on the weekend of the product launch.
U.S. Marine Corps
In spring of 2013, the U.S. Marine Corps launched an ad campaign called, “A Warrior’s Education”. This campaign was designed to recruit soldiers of Asian-American descent and Pacific Islanders. The U.S. Marine Corps saw a segment of the market that had yet to be snatched up and they employed a marketing plan to attain that segment. Research found that these two demographic groups placed a strong cultural importance on family honor and self-betterment through education. They then focused the campaign on two current, successful Asian American and Pacific Island marines, 1st Lt. David Pham and 1st Lt.David Oliver David. The U.S. Marine Corps showcased these men in videos discussing the challenges and virtues of being a Marine and how their Marine discipline made them proud to share their successes with their families.
By creating a marketing campaign that specifically targeted the Asian American and Pacific Islander audiences, the U.S. Marine Corps was able to tap into a segment of the market they had yet to explore, helping to further diversify their brand.
In 2014, Heineken USA began a marketing campaign to target the rapidly growing Hispanic market. Unlike the strategies of failed campaigns before it Heineken USA didn’t just add a translation spin to old style marketing tactics; they took it to another level by creating a demographic-targeting product.
Heineken USA launched a Mexican-style beer, Tecate Light, a light beer with bold cerveza flavor. The company played on the boldness of the flavor throughout the campaign’s multi-platform approach. Heineken USA connected with Hispanic Americans on a cultural lifestyle level instead of focusing on the language difference. They advertised across radio, digital, television and out-of-home, as well as placing a complementary campaign that ran in cities along the U.S.-Mexico border.
Is your company missing the mark without multicultural advertising? With general marketing on its way out, companies have found more success and untapped market space in the area of multicultural marketing. New products and an integrated, multicultural marketing plan can allow for a broader reach of consumers. The Pita Group specializes in multi-cultural marketing; connect with us for strategy consulting on how best to diversify your brand!