As the world changes around us, the population and the traditional ethnic groups also change and diversify with it. Marketing itself is challenging, but identifying potential marketing opportunities in ethnic marketing is a challenge on top of a challenge, but it doesn’t have to be this way. There are certain questions which marketers around the world are always asking, who is the target audience, how can you reach your target audience, what is the target market looking to buy, and how is the best way to reach them and get them to purchase what you’re selling them? Ethnic marketing and traditional marketing have the same questions, but one is focused more on certain groups of people, instead of a broad spectrum of people.
There is no denying that in most places around the world the demographic is shifting. Multicultural or ethnic areas are moving away from the minority, towards the majority. More people from different ethnic backgrounds live in shared neighborhoods than ever before. If you want to make the most of any of your marketing ideas and campaigns, it is essential that you understand the group which you are targeting.
Ethnic marketing is still very new when you compare it to traditional marketing. It is an area where you need to understand the data and the people you are targeting before you just rush in with a marketing campaign. A few wrong words, the wrong idea, and misconceptions could not only result in a poor marketing campaign, but it could also end up in a disastrous campaign where you or the organization you are working for comes across as stupid or worse, racist. Understanding the people, you are targeting in your marketing campaign is essential before you even begin.
You need to carefully study any ethnic group which you are targeting. Understand what they are looking for, how your product or service could help them, and what is the best way to get your product in front of them. Collecting accurate and up to date data is the most important aspect. By taking the time, in the beginning, you can save a lot of time, money and headaches down the road.
Study what is already available, how it is marketing itself and what’s working for them. Establish which parts of current marketing campaigns you believe are effective, and which parts could be improved on. If someone else is already marketing a product to an ethnic group which you are thinking of targeting, then look at their campaign and study how they are doing it. Look at the data they are collecting, monitor their success and exploit their success for your own campaign.
There is no one size fits all approach to any marketing, but there are three simple steps you must follow if you’re looking at achieving any level of success.
- Understand the market which you are targeting.
- Collect the data you need before you plan your campaign.
- Analyze the data you have collected, study the results, and plan your market strategy accordingly.
(This article first appeared in the The Huffington Post)