Transcript Document

The Case for
Multi Cultural Marketing
Migrants will be the single biggest source of population growth,
penetrating this market is imperative to maintain and grow
market share
The opportunity
• Attractive Market
− Disposable Income+ Small Business
• Ability to be highly targeted
− Media diversity
• Achieve Market Share Targets
− Main contributor to Australia’s population growth
To maintain and grow market share it will become essential for
companies to address the growing ethnic market
1.
bandt.com.au/news/3c/0c04bb3c.asp
2.
Multicultural Connexions Jan 2010
Maximising the marketing dollar
• Despite being one of the most multicultural countries in the world –
ethnic marketing is not a prevalent as in markets such as the US and
Canada
• No ‘industry standards’ or best practice
benchmarks
• Lack of awareness of diversity of
media available
• Using non- traditional communication can
in fact result in a higher ROI
The approach
• Most general marketing principles
apply
• Understand your target market,
their needs & wants
• Understand the differences in cultural drivers between the mainstream
and ethnic segments
− Will the traditional media be as effective?
− Have key cultural insights been leveraged?
− Is ‘in language’ creative required?
− What products are likely to be more effective?
Market insights – cultural drivers
Multicultural
Mainstream
collectivism & conformity
individualism & autonomy
task oriented
relationship oriented
Vs
media: info & entertainment
media: info, entertainment, country
of origin news
media leader neutrality
individual decision making
media leaders are
community leaders
decisions influenced by f&f
Marketing impact:
•Mainstream messages may not resonate
•Mainstream media may not be as effective
•High sense of loyalty & first mover loyalty within the community
•Community infrastructure reliance, community elders & WOM are key influencers in
decision making
Cultural assessment framework
• Melting Pot Vs Salad Bowl
• Create an authentic engagement
• Adjust marketing strategies to the values, attitudes, beliefs and
practices
• Degree of tailoring driven by Levels of Ethnicity
− Length of time in Australia
− Country of origin
− Primary languages spoken
− Geographic location
− Occupation and education
Multicultural marketing in practice
• Traditional Approach
− In language POS
− Event Sponsorship
− Press/Radio
− Multi-lingual staff
• Leveraged Approach
− Integrated with mainstream activity
− Built around existing community networks
− No need for discrete marketing teams or budget
Case Study: Help Obama win in Florida
• Insight: Elderly Jewish would decide the outcome
• Strategy: Don’t target the voters, target their opinion leaders
• Idea: ‘The Great Schlep’ leverage cultural insights
• Results: Obama got the highest elderly Jewish vote in 30 years…and
won Florida
• Agency: Droga5
Case Study: Telstra ethnic activity
• Telstra has an existing Multicultural Contact Centre
• Dealers/ Shops Mystore Marketing templates
• A dedicated ethnic marketing team of 7 up until 2008
− Chinese and Vietnamese in
language websites
− BigPond campaigns
• Leverage staff networks and
community relationships
• China Bar
Rollout options
Option 2
Option 3
Option 4
Media Placement only
Media & Creative
Refinement
Refinement with
tactical In language
In language
Refine existing creative to ensure
alignment with cultural drivers,
including reviewing imagery
Refine existing creative to ensure
alignment with cultural drivers,
imagery
Develop in-language versions of
advertisements to reflect cultural
drivers
Advertising & Media
Option 1
Place existing creative in
ethnic media
If appropriate - in language
Utilise existing collateral to
support community
events
PDFs to be made available to
support LAM & Community events
Utilise customer insights to develop a
discrete online strategy, including
social networking
In language web pages developed
to support key promotions
LAM
v
PDFs to be made available via Retail
Live to support LAM & Community
events
Digital
Utilise existing assets to
support social networking &
digital community hubs
(In language, promotion of in
language web pages and
multicultural call centre)
Develop an in language LAM tool
kit to support key ethnic events &
festivals
Develop an in language online
strategy including key website
pages translated to support in
language advertising
Customer strategy
• Chinese and Indian ethnic segments are increasingly expanding in the
Australian landscape, many of which have a propensity to take up key
products
• Ready availability of targeted effective media
• Understand the importance of incorporating cultural drivers (as opposed to in
language)
− second and third generation migrants combine ethnic culture with their
Australian identity
5 Tips to leave you with….
1.
Integrate multicultural marketing with mainstream activities
2.
Set metrics up front …. and leverage, leverage, leverage
3.
Utilise relationship marketing principles - use existing networks and key
community opinion leaders
4.
Understand key cultural drivers – don’t pigeon hole
5.
Not surprisingly, as with most marketing is simply comes down to
understanding your customer and then developing relevant messages that
are communicated via the most engaging and timely media
“Communication to all Australians cannot be complete without inclusive
targeting of key ethnic audiences, further enhancing the reach and
effectiveness of mainstream campaign activity.”