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Please consider this free-reprint article written by:
Gayle Wiegand
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Article Title: Marketing To Communities Of Color!
Author: Gayle Wiegand
Word Count: 1150
Article URL: http://www.isnare.com/?aid=104876&ca=Marketing
Format: 64cpl
Author's Email Address: gayle[at]outreachpros.com (replace [at]
with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=104876
================== ARTICLE START ==================
Marketing Communications in the U.S. is no longer a
one-size-fits-all proposition. Effective message delivery to
all residents of the United States requires that we examine the
unique consumer behaviors of the country�s communities of color.
The designation �community of color� may be applied to a wide
spectrum of minority and ethnic groups. According to the 2000
U.S. Census, approximately 30 percent of the U.S. population
currently belongs to a racial or ethnic minority group. The
Census Bureau projects that by the year 2100, non-Hispanic
whites will make up only 40 percent of the U.S. population.
Successful multicultural messaging depends on messages and
products that are crafted to each individual audience, rather
than presented as recycled versions of products designed for
mainstream audiences.
Reaching the African American Market.
Although African American consumers are unique, they are not
difficult to reach. To understand what affects the consumer
behaviors of African Americans, we need to examine the history
that frames what it means to be black in America. Unlike groups
such as Hispanics and Asians who immigrated to the U.S. in
search of a better life, African Americans were brought to this
country against their will, and faced tremendous adversity and
denial of basic human rights.
Today�s African Americans continue to further establish their
place in American culture, prove their worthiness, and empower
themselves. Research tells us that they respond positively to
messages that show they are important members of society.
Too often, African Americans are thought of as a single market
segment. This is erroneous thought. Like other communities of
color, African Americans are a diverse population. Clear
differences exist by culture, region, social and economic
status, as well as age, experience, and education.
Other considerations are:
�Half of African American households are headed by females
�African Americans are likely to live in larger households than
whites
�In terms of high school graduation rates, an equal percentage
of black students earn diplomas as white students.
There is no guaranteed technique for reaching African
Americans, but major differences have been identified between
how African Americans and whites respond to messaging:
�African Americans take messages more literally than their
white counterparts.
�African Americans tend to like copy and visuals that directly
correspond to one another.
�African Americans prefer lifestyles and contextual appeals.
They find messages more believable that feature people in real
situations. They are less responsive to talking heads or
single-spokesperson appeals.
�African Americans tend to prefer message delivery vehicles
that represent a variety of cultures, featuring people of
various hair types, skin tones and personalities.
�African Americans look for positive images of black life.
Reaching the Hispanic/Latino Market
According to the U.S. Census Bureau, Hispanics have surpassed
blacks as the nation's largest minority group (January, 2003).
Like African Americans, the Hispanic/Latino market is a diverse
group. The largest segments as identified by the Census Bureau
are: Mexican Americans, Puerto Ricans, Cubans, those who have
immigrated from Central and South America, and a category known
as �other Hispanics.�
Hispanics in the U.S. hold both a strong desire to preserve
their traditional culture and values, and optimism about their
children�s opportunities in America. There are important
differences between Hispanics born in the U.S. and those who
have immigrated: those born outside the U.S. or in Puerto Rico
speak mainly Spanish, follow more news from Latin America, and
preserve the traditions of their native country while also
adopting U.S. culture. Yet they also say that their own lives
are now improved, and feel closer now to the United States than
they do to their native country. Succeeding generations of
Hispanics -- those born in the U.S. -- speak English, watch
English-language media, and follow U.S. news and events.3
Strategies to reach Hispanic/Latino audiences often miss the
mark. Although 46 percent say they speak mostly Spanish or only
Spanish in the home (71 percent of those born outside the U.S.
speak mostly or entirely Spanish), merely translating English
messages into Spanish can result in sending the wrong message
or no message at all. In the 1970�s, General Motors tried the
Chevy Nova in Mexico, no realizing that �nova� translated into
�no go.�
In addition, presumptions can�t be made about attitudes,
cultural values, and how much the Hispanic/Latino, or other
ethnic group understands about products and services.
Guidelines for reaching Hispanic/Latino audiences include:
�Give detailed information; use demonstrations.
�Stick to literalism and reality; use strong visual images
�Use testimonials.
�Show a colorful, upbeat environment.
�Understand the importance of family.
�Go for neutrality in accent, appearance and lifestyle.
�Use informal Spanish in Spanish-language messaging.
�Stay away from translations or dubbings of English copy.
Translations don�t always work. Copy should be adapted.
Reaching the Asian American/Pacific Islander Market
Like Hispanic/Latino Americans, Asian Americans are not a
single race of people.
Asian Americans have a strong tie to family and culture; their
households are larger than those of other Americans; and there
is generally more than one worker in the home. Decisions are
often made by both husband and wife, and word of mouth is
important to Asian Americans. Eighty-five percent of
respondents in a study said a friend�s recommendation was their
primary source of consumer information.
Although Asian Americans represent a diverse group, some
similarities in reaching them are:
�Asian Americans have strong ties to family and culture.
�Older Asians prefer messaging in their native language.
�Newspapers are a powerful medium for reaching Asian Americans.
�Asian Americans have a strong need to please and impress their
families.
Reaching the American Indian/Alaskan Native Market
Native Americans are unique as individuals and in their tribal
cultural heritage. Effective message delivery may differ from
tribe to tribe and from community to community. Native
Americans find meaning and wholeness in spirituality and
harmony with nature. The family and the group take precedence
over the individual, and they are anxious to be rid of
stereotyped images of their culture.
Although they too represent a diverse group, some similarities
in reaching the American Indian/Alaskan Native Market are:
�Native Americans place importance on credibility and honesty.
�Use bright and colorful visual images.
�They think storytelling is an important tool to pass on
information, so stories/testimonials should be used to make a
point.
�Native Americans like to be heard, they like to be given an
opportunity to talk about their experiences, problems and
suggestions.
Written by Gayle Wiegand
http://www.outreachpros.com
http://www.GiftsAlley.com
About The Author: Gayle Wiegand heads up a marketing
communications consulting group, Outreach Pros �
http://www.outreachpros.com . She has directed projects for
private industry, not-for-profit, and government contracts.
With an M.S. in Communications and a B.A. in Theatre, Ms.
Wiegand has an extensive background in education, healthcare,
entertainment, retail and hospitality.
http://www.giftsalley.com is one of the ventures Ms Wiegand is
involved with.
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=104876
================== ARTICLE END ==================
For more free-reprint articles by Gayle Wiegand please visit:
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