DEI Deep Dive Masterclass Series Engaging Multicultural Audiences Greg DeShields September 11th^LLJ 2020.pptx
Multicultural marketing, also known as ethnic marketing or diversity marketing, is a strategic approach to marketing that targets diverse consumer groups based on their cultural backgrounds, beliefs, values, and preferences. The aim of multicultural marketing is to engage and resonate with specific demographic segments, including racial and ethnic minorities, immigrant communities, and other diverse populations. Key elements of multicultural marketing include: Cultural Understanding: Multicultural marketers conduct in-depth research to understand the cultural nuances, traditions, languages, and consumption habits of different demographic groups. This understanding helps tailor marketing strategies and messages to effectively resonate with target audiences. Representation and Inclusion: Multicultural marketing emphasizes representation and inclusion in advertising, branding, and product development. By featuring diverse faces, voices, and stories in marketing campaigns, brands demonstrate their commitment to diversity and connect with consumers on a deeper level. Language and Localization: Multicultural marketing often involves translating marketing materials and messages into different languages to reach non-English-speaking or bilingual consumers. Additionally, brands may customize their products, services, and promotional efforts to align with cultural preferences and local customs. Community Engagement: Multicultural marketing goes beyond traditional advertising and seeks to engage diverse communities through grassroots initiatives, cultural events, sponsorships, and partnerships. By actively participating in community activities and supporting relevant causes, brands build trust and loyalty among multicultural consumers. Cross-Cultural Sensitivity: Multicultural marketing requires sensitivity and respect for diverse cultures and identities. Brands must avoid stereotypes, cultural appropriation, and insensitive messaging that could alienate or offend target audiences. Data-Driven Insights: Multicultural marketers leverage data analytics and consumer insights to track trends, monitor market dynamics, and measure the effectiveness of marketing campaigns targeting diverse audiences. Data-driven approaches help optimize strategies and maximize return on investment.
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DEI Deep Dive Masterclass Series Engaging Multicultural Audiences Greg DeShields September 11th^LLJ 2020.pptx
- 1. Engaging Multicultural Audiences PRESENTED BY: THE NATIONAL BLACKS IN TRAVEL & TOURISM COLLABORATIVE DEI DEEP DIVE PART 2 MASTERCLASS SERIES
- 2. Course Presenter Greg DeShields is an Adjunct Instructor at Temple University School of Sport Tourism and Hospitality Management and Executive Director of the Philadelphia Convention & Visitors Bureau PHL Diversity. PHL Diversity maximizes opportunities for the region by promoting Philadelphia as an ethnically diverse visitor destination, encouraging multicultural business and social responsibility that contributes to and benefits from the varying multicultural communities that enhance our region's hospitality and tourism industry.
- 3. - CREATE TRANSMISSION BARRIERS - ENHANCE SANITATION - PROMOTE HEALTH SCREENING - FOLLOW FOOD & BEVERAGE SERVICE GUIDANCE COVID-19
- 4. TRAVEL SAFE
- 5. • What is Multicultural Marketing? • What it means to be “Ethnic” or a “Minority,” etc. • The African American Travel segment, why advertisers/marketers target ethnic groups? • African American Travel preferences. • Effective ways to reach African American markets? • 5 Best Practices for Creating a Multicultural Marketing Strategy Course Objectives
- 6. African American or Black: Which term should you use?
- 7. African American or Black The words can be used interchangeably, African American is too limiting for the current population. Generally, Black or African American is okay. Those who are descendants of slaves, were referred to as African American. There are more black people here from other parts of the diaspora and other parts of the continent. The African diaspora has a population of 140 million while Africa has a population of 1.2 billion. The most populated countries in the African diaspora include Brazil, Colombia, America, Dominican Republic, and Haiti.
- 8. THE NEGRO MOTORIST GREEN BOOK
- 9. THE NEGRO MOTORIST GREEN BOOK In 1936, a black postal worker named Victor Hugo Green published the first edition of The Negro Motorist Green Book. The Green Book, became an invaluable resource to black people living in, and traveling through, America. It cataloged black-owned businesses around the country, directing motorists to establishments that served a wide range of functions.
- 12. • Be authentic! • Advertising, see people that look like me (now). • Where is a good, safe place for us to be? • A city that held a Black Lives Matter rally, embracing people like me.” • Rich experience, cultural experience. How to market to Black Travelers and the Black Lives Matter Movement
- 13. African Americans represent the largest minority group in the United States. Black travelers generate $63 billion in travel spending each year, making investing in marketing to them great business sense. Mandala Research.
- 14. YOU SO PHILLY
- 16. Multicultural Marketing The practice of marketing to one or more audiences of a specific ethnicity—typically an ethnicity outside of a country's majority culture, which is sometimes called the "general market."
- 17. Diversity Marketing Diversity Marketing involves acknowledging that marketing and advertising must offer alternative ways of communicating to these diverse groups. Develop a mix of different communication methods, in order to reach people in each of the diverse groups present in the market.
- 18. What it means to be “Ethnic” or a “Minority”. Ethnic pertaining to or characteristic of a people, especially a group sharing a common and distinctive culture, religion, language, or the like. Minority, a culturally, ethnically, or racially distinct group that coexists with but is subordinate to a more dominant group.
- 19. The African American Travel segment, why advertisers/marketers target ethnic groups? • African American “cultural” travelers are the highest spenders, with an average per trip spend of $2,078 versus $1,345 for all African American travelers. • More than half reported that their most recent leisure destination was between 100-500 miles from home with Florida, New York City/New York, and Atlanta being top U.S. destinations . • Food is a leading spend category, with folks most interested in regional and local specialties. • Shopping is also a leading spend category, with vacationers visiting malls (41 percent), outlet malls (34 percent) and downtown areas (28 percent).
- 20. African American Travel Preferences • Experience New Places • Travel for Cultural and Heritage Reasons • Food Experiences • Create Lasting Memories • Off the Grid And Relax
- 21. Effective Ways To Reach African American Markets?
- 22. Marketing to African- Americans •Understand the Market. •Market in the Right Place. •Include Ethnicity in Your Marketing. •Think “family.” •Build a relationship with African American moms. •Be sincere.
- 23. 1. Analyze Data 2. Enhance Insights, Focus Groups 3. Engage Ethnic Cultural Experts 4. Plan your Execution 5. Evaluate 5 BEST PRACTICES CREATING A MULTICULTURAL MARKETING STRATEGY
- 24. HOW WE DO IT – WE ARE PHL DIVERSITY
- 25. Engaging Multicultural Audiences DEI DEEP DIVE PART 2 MASTERCLASS SERIES THANK YOU