ArtsMarketing.org

#1. KNOW THE INTENT OF YOUR MULTICULTURAL MARKETING EFFORTS. The intent of Multicultural Marketing is to establish an enduring relationship with a segment based on their cultural framework. The term "cultural framework" denotes the longstanding background traditions, value systems, myths and symbols that are widespread in a given population.

#2. CREATE AN EFFECTIVE MULTICULTURAL MARKETING CAMPAIGN. An effective Multicultural campaign will deliver a clear message and connect emotionally with the target audience. Credibility will be confirmed. An infrastructure and processes will be created and put in place to ensure that the campaign's focus is on building a relationship with the customer. This relationship and its value proposition will be credible and effective across every touch point in the customer experience, ensuring lifetime loyalty to the brand.

#3. MULTICULTURAL MARKETING IS NOT A SHORT TERM NICHE INITIATIVE. Many Senior Executives often designate multicultural marketing as a short term niche initiative. A powerful marketing campaign will establish credibility and create enduring loyalty within a given segment. A niche initiative will not have the depth and strength needed to connect emotionally and convince an audience that the company truly "knows them." These initiatives focus on creating transactions (instead of building relationships), and Multicultural Investments are often Ad Hoc and under-funded, leading to false starts that damage credibility within segments.

#4. REALIZE THE FULL BUSINESS RETURN FROM YOUR MULTICULTURAL STRATEGIES. Realizing the full business return requires a multi- dimensional approach that includes every department, from Human Resources to Sales and Operations. Keep the following tips in mind when improving your Multicultural Marketing:

1) Seek to build relationships versus transactions. 2) Ensure a multidimensional approach. 3) Integrate thinking into base operations. 4) Define the metrics for short term "wins." 5) Prioritize investments based on best return.

Many think they understand the essence of multicultural marketing, but to do it right takes a great deal of research, a financial investment, and a sound strategy in order to get a sustainable return on investment.