The Importance of Multicultural Marketing
Multicultural marketing is aimed at different cultural audiences. It is typically built around a specific ethnic group’s cultural traits (e.g. their traditions, customs and celebrations). By doing so multicultural marketing acknowledges differences in perceptions and customs among consumers with different cultural backgrounds. Therefore, multicultural marketing strategies need to ensure that the marketing campaign resonates with customers across diverse cultural groups. If executed successfully, it shows that your brand caters for different cultures.
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.
It is imperative to connect with all groups in a multicultural target audience. Their needs, perceptions, and preferences are important. It is essential to converse with customers and find out what they need and desire. This will help you to get knowledge about the way in which your brand fits into the lives of different cultural groups in your target audience. Then plan a multicultural marketing strategy from there.
Also allow multicultural marketing to be delivered by people who represent all groups in the target audience. This means that your marketing team needs to be diverse and multicultural.
If members of your team can directly identify with your customers, they can truly empathise with them too. Someone on your team who represents the minority group in your target audience can bring practical knowledge and life experience to the table.
Finally, double-check accuracy and authenticity by sharing your marketing strategy with people who represent the minority groups in your target audience, to get their opinions before going ahead with the campaign.
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
● 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.
It has only been 30 years since brands began to recognize and address the potential of a multicultural market and began to target diverse cultures. Now multicultural marketing is a necessity – if your brand does not embrace it, your competitors will.
Communicating with Clients through Videos – Part 2
With an increased emphasis on digital communication in today’s world, more and more businesses make use of video in marketing campaigns. However, video can also be used to communicate with clients in compelling ways! Effortlessly, video is posted on social media platforms or sent via direct mail to clients. And so, effective video communication has the potential to establish strong client relationships.
Ways to communicate
There is just so much that you can do when it comes to using video to communicate with clients – the options are endless! Use it to make an announcement, demonstrate a product, compare products, share your company story or remind clients how great your product/service is through video testimonials, to mention but a few! Let’s explore this further.
1. Explainer Videos
Use video to communicate to clients how to get the best out of your product/service. Make short how-to videos or instructional videos. Or, make use of video communication to explain a process or concept relating to your business. Animated explainer videos can be utilized very effectively for this purpose. Create these regularly and cost-effectively by making use of video creation tools like mysimpleshow. Read here to understand how to write a great explainer video script.
2. Case Studies & Testimonials
Communicate with clients, using case study videos to promote your products. By using case studies, as well as testimonials, credibility is added to the benefits of your product/service. Videos with authentic testimonials of loyal clients, showcasing products/service, can provide highly effective low-cost communication. Find out more ways to use explainer videos for your business.
Communicate with clients using diary style videos, where you (or your colleagues) talk to the camera. This method can be used very effectively in answering client questions. Anticipate frequently asked questions and make a series of short FAQ videos that is ready to use when needed.
Keep clients up to date by sharing videos of up-coming (or even of recently-held) events. This serves to keep their interest and to keep clients up to date with company events. Also use video communication to introduce a new product/service. Alternatively, invite a client to company events and product/service launches by creating video invitations.
5. Share Company Culture
Share your company story in a short video with clients – this will enhance brand awareness as well as customer loyalty. Also, share company culture to help clients to identify with your brand: share a product tour with your clients, by using video to take them on a virtual tour of your company! This type of video includes behind-the-scenes clips and introduces team members to your clients. Promote your business further by starring in your own company videos, speaking to your clients directly. This will personalize your business, build credibility and ultimately create customer loyalty.
6. Personalized Material
Use video to communicate directly with loyal clients – this gives that personal touch that makes clients feel valued. So, plan specific video communication at regular intervals to ensure that you stay in touch with clients. For example, send video-wishes for birthdays, special events or specific holidays. Get to know your clients’ interests and send them relevant information. By using video, as opposed to mere written communication, you vividly remind the client that they are dealing with a human being – this helps to break down barriers and creates a personal connection that will strengthen your relationship.
Remember that your communication video to clients also provides an opportunity for a call to action. Video allows you to speak directly to your client in order to make a sincere call-to-action. You can, for example, encourage your client to visit your website, call for an appointment, use a special discount code to make a purchase, subscribe to your newsletter, or simply to “like” or share your video. Here are even more options.
In today’s hectic lifestyle many would rather watch a quick video than read a lengthy document to obtain necessary information. Video communication is cost-effective – yet exciting and impactful! By using video to communicate with clients, you can meet their specific needs and at the same time build a virtual relationship with your clients. So, when planning how to optimally communicate with your clients, include videos!
Did you already read part 1 of this series?
Communicating with Clients through Videos
In today’s world of technology people from across the world may potentially be your clients – no longer is it merely the people in your immediate surroundings! Video allows you to still communicate “face to face” with a large global client base. Moreover, video provides a low-cost, yet highly effective, way for communicating with clients. Compelling videos keep clients engaged, enhance client communication, and further regular communication. So, how does one approach the creation of videos for client communication purposes?
In order to communicate effectively with clients through video, the material needs to be concise – keep it short and to the point. Moreover, the videos need to be made with fore-thought and purpose. Let’s explore this further.
First of all, decide what needs to be communicated to clients. Do you need to explain product use, make special offers, share testimonials, answer questions, or do you simply wish to keep contact with a valued client? Also, consider what your clients may need, or what they may like to know, or what will interest or benefit them.
If video communication with clients is a new field to you, start by considering what you currently communicate to clients and think how this can be done using video. Written or verbal forms of communication can to be converted into video format. So, consider all forms of current communication for translation into video material that can be shared with clients.
However, avoid sharing non-relevant information in your video communication – do not waste your clients’ time! Therefore make sure that you carefully select the most appropriate information that you want to convey when communicating with clients.
Next, put the selected written or verbal forms of communication into video format. Decide on a video strategy to execute the communication. In other words, think of an appropriate style that will convey best what you want to communicate by devising ways of creating short videos that clearly communicate the relevant information. You may need to make an explainer video with animation, or do a video interview, or talk directly to the camera, or make a short dramatisation, or make a demo-video, etc. (Video communication is exciting and does not need to be expensive. You can create video material quickly and easily by using existing images combined with key words, or use a video creation tool like mysimpleshow.)
Whatever you choose, it is paramount to stay concise when utilizing video. By keeping the content brief it will be most effective. In order to communicate clearly and effectively, stick to one idea per video. Decide what your aim is for a particular communication video: is it about a sale, or are you introducing a new product, or do you want to share a testimonial… Then, be short and to the point to ensure that viewers are watching your video content till the end.
Finally, make sure that your clients see the communication videos! How? By choosing the right communication channel to reach your client and to deliver the video in a way that ensures the client engages with it. Communication channels include direct emails, social media, public sites (like YouTube), your own website, etc. For example, you can communicate with clients via email, using videos that are so inviting that clients are curious to watch them. Also, consider communicating with clients by putting videos on your landing page. Keep the client’s attention with an intriguing video that has a clear purpose and perhaps even include a call-to-action.
Remember that short message videos can also be sent to clients’ mobiles. Make these very short and use them as informative clips, short reminders, or as special offer announcements. Or, send an encouraging message, or a useful tip, that you wish to share with specially-valued clients.
In addition, do not overlook the use of video in face-to-face interaction with clients. You can make use of videos when meeting clients – to simplify ideas or to explain concepts or proposals. Or, show a video as a talking point. In this way you can communicate with individual clients in meetings, or with groups of clients at larger events (like workshops, seminars and conferences). Ensure that these videos are visually interesting and captivating.
Just like you would not dream of making your verbal communication with clients tedious, nor creating dull written communication, video communication needs to be executed in such a way that it keeps the clients’ attention. Stay relevant when you’re communicating with clients. Moreover, get the balance right. Do not bombard clients with videos… At the same time, make sure that you do not lose contact. Carefully planned content, an appropriate video style for your message, and a carefully selected channel, all work together to significantly improve communication with clients and strengthen your relationship with them.
Next time we will explore specific ways in which videos can be used to communicate with clients!