Why Multicultural?
When marketing campaigns are designed to only appeal to a specific majority cultural group it overlooks opportunities to engage other potential customers. Multicultural diversity opens up vast opportunities for expansion and can offer major returns if each diverse group is successfully engaged. Some minority groups may feel overlooked by some brands. If your marketing campaign can successfully engage such groups, your brand will earn their loyalty, stand out amongst competitive brands and bring handsome profits to your company.
How to approach Multicultural Marketing
Different cultures have different consumer behaviours and therefore need different advertising campaigns. The brand message needs to appeal to people of different cultures and ethnicity – the campaign needs to be relevant and attractive to consumers in unique cultures. That does not mean that existing content can simply be translated into a different language. To create a new marketing message that is based on stereotypes (or based on limited understanding of the diverse culture) will not work either. Nor can one simply include a token representative of the unique cultural group in the campaign. No, it is about customizing the message and the campaign to perfectly suit the target group. However, cultural topics have the potential to be misinterpreted and misunderstood. Multicultural marketing should definitely not offend – this will simply alienate the target group rather than engaging with it. Therefore, careful research is needed to avoid misunderstandings, to avoid stereotypes and to avoid causing offense.

Successful Multicultural Marketing:
● shows that the marketing team carefully studied cultural differences and adapted their campaign to demonstrate that the brand understands multicultural consumers. ● is innovative, greatly creative and results in heartfelt campaigns that will touch those in a specific cultural group. ● demonstrates collaboration, as diverse groups are brought together to promote the brand. ● is inclusive and without any stereotypes that may be cause for offense. ● creates a sense of empowerment. (It does not only promote the brand, but to a certain extent “promotes the group”. By making a minority group feel empowered a positive relationship is fostered between the brand and the target group.● is characterised by growth, as the marketplace and sales increase with inclusion of diverse groups.
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