As America trends towards a more diverse society, everyone from the small business owner to the veteran marketer has had to adjust accordingly. We've been conditioned to target the biggest group of consumers as best practice. But this "general marketplace" is now contracting and at a rapid pace. Understanding the multicultural consumer is tremendous importance. Here are 7 multicultural marketing terms that you should know to get you started.
Its that time of year where we make (and break) our new year's resolutions. While an artificial benchmark, a new year gives us an opportunity to look back, ahead and prepare to be better. How did you do with last year's resolutions? It might be worth a look back. Unlike unrealistic goals we might set with our personal resolutions, I encourage you to think about how making these few tweaks to your multicultural marketing strategy can yield measurable results in 2018 and beyond. Here are my top 5 Multicultural Marketing New Year's Resolutions for 2018
As the third phase of the multicultural marketing funnel, the Decision Stage is when you and the consumer get down to brass tax and close the deal. Without it, all your hard work on nurturing the lead is fruitless. However it also the stage in the multicultural marketing funnel, where the lead is passed from the marketing team to sales.
As a huge fan of Summer Olympic Track and Field, there are few events I look forward to more than the 4x100 relay. While its true, it gives you an opportunity to see more of your favorite athletes on the track simultaneously, its the most unpredictable race. The favorites often don't win because of the anxiety and attention to detail surrounding the baton hand-off from one runner to the next. Each Olympics some of the fastest runners in the world are defeated by dark horse competitors, all because they simply execute the hand-off better.
Much like a relay, the decision stage can be fraught with risk and anxiety. We must continue the lead down the buyer's journey to a close without losing momentum or value in the relationship. Much like being gifted with world-class speed, having a great product or service isn't the only variable in a successful decision stage strategy. A well defined and executed process is critical. Here are four tools to help you develop an amazing Decision Stage strategy in the Multicultural Marketing Funnel.
The awareness stage is by far the most difficult obstacle in the multicultural marketing funnel. Attracting anyone's attention in the age of technology is difficult. These challenges are compounded by the fact that multicultural consumers are elusive and non-traditional in their media consumption behavior.
In 2012 President Obama signed an executive order enacting the Deferred Action for Childhood Arrivals program (DACA). Recently, keeping a campaign promise, President Trump rescinded the protections for some 787,000+ “Dreamers” who were brought to the United States illegally as children and under DACA were granted temporary right to live, study and work legally in America. The action put the ball in Congress’ court, setting a six-month clock for them to find a legislative alternative. But who are these Dreamers, what is their impact on the U.S. economy and would could this mean for multicultural marketing?