As an agency largely focused on the multicultural demographic, Highbrid Media has been most solicited, and perhaps more successful in delivering the West Indian consumers to our clients above all other groups. The lack of reliable West Indian market research data has been a phenomenon facing our industry for decades. While some marketers historically have chosen to combine these groups with the African American consumers that share their skin complexion, the reality is they don’t share many other common threads in behavior. Still others, frustrated by the lack of valuable research, elect instead to ignore the audience all together. Both methods have proved costly and lazy as this viable marketplace remained largely elusive despite a steady growth in buying power. So why has West Indian market research data been so unreliable? We explore.
The West Indian Diaspora consists of Americans who can trace their ancestry to the Caribbean. Oddly enough, The West Indian Disapora designation is most commonly reserved for those of Afro-Carribean decent. For example, while inhabiting the same island of Hispanola, Haitains are considered West Indian while their neighbors next door in the Dominican Republic are not. It these slight differences and nuances that make this demographic so facinating and can create potential landmines for the untrained marketer.
While a complicated group, West Indian Diaspora Advertising can prove very fruitful. With the highest brand loyalty score among all multicultural groups, The West Indian Diaspora is a very viable target demographic. Here are are five mistakes to avoid.