Advertising has always been about crafting the most engaging message tailor-made to appeal to your audience. If you are selling used cars to suburban families looking for a minivan, you will try to talk to them in a way that they best understand. And for a long time for brands across the globe, it was that simple – identify your target audience and appeal to them. However, for most countries, the target audience is not that simple. Many big countries are slowly turning into melting pots of various cultures jostling for identity. In such a scenario, multicultural marketing seems to have become the need of the hour. As more and more companies have started marketing at a fairly global level, it is no longer possible to have a one-size-fits-all approach when it comes to marketing.
Brands looking to walk down the intriguing path of multicultural marketing would do well to follow the illustrious footsteps of these major brands.
The golden arches have become highly familiar brand elements across the globe, transcending cultures and languages. But it wasn’t random luck that has made this particular fast-food joint such a roaring success where others have failed. Multicultural marketing has been at the guiding principal for this brand for over half a decade now. While other brands were still trying to figure out multiculturalism, McDonald’s was not only busy crafting superior advertising campaigns that specifically target particular ethnicities but it was also coming up with menus that will appeal to people from different backgrounds.
Western Union is a global money transfer service so it makes absolute sense for them to be the leaders when it comes to multicultural marketing. WU realized the benefit of ethnic marketing very early on in the game and has created some truly remarkable campaigns that specifically appeal to the ethnic affinity of different people. They also take it a step further by sponsoring and encouraging many ethnic cultural events across the globe. If you are immigrant to a foreign country, WU will make sure you associate it with your homeland.
Walmart is another brand that realizes that multicultural marketing is the future. Since 2011,Walmart has redoubled its efforts to reach out to different ethnicities. From running campaigns targeted at the African- American audience to increasing brand awareness amongst the Hispanics by running elaborate campaigns just for them, this brand has managed to carve a niche for itself in the minds of various ethnicities in the US. In the cacophony of all the competing brand communication, ethnic audiences feel that Walmart is a brand that is speaking just to them, and this can make all the difference.
United Colors Of Benetton:
Benetton is another brand that has always understood the importance of racial and ethnic inclusiveness. While other brands were focused on creating ideals of beauty that were highly exclusive, Benetton launched its Face Of The City campaign that innovatively demonstrated how different cultures can come together to create something beautiful. The aim was to display that beauty has no ethnic or racial borders. Even when it comes to simple brand communication, a Benetton ad will always stand out for its use of ethnically diverse models.
For decades, automotive giant Chevrolet’s brand communication was all about the cars that they manufactured. Sometime during the last two decades, the company realized that talking about their product all the time was not as important as talking about their customers. This is why they became focused on their users and eventually developed a multicultural approach. It is believed that the company has always been very inclusive of employees of diverse background and have come to understand the importance of making people feel included. This is probably one of the key factors that prompted Chevrolet to go down the ethnic marketing route much before other brands.