Download Multicultural marketing

Multicultural marketing:
A conversation
CASE V/VI Conference
December 12, 2016
Andrew Careaga | @andrewcareaga
Missouri S&T | @MissouriSandT
Campus tour time
The iceberg of culture
The culture of me
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Male
Married
Straight
Hispanic pocho (no hablo espanol)
Baby boomer (56)
Midwesterner (mostly) – small town/rural
Born in the U.S.A.
Middle class roots
Politically left-of-center (liberal-ish)
Evangelical/non-denominational Christian
College grad
Studied journalism – moved into PR, marketing, branding
25+ years in higher education PR and marketing (all at the same place)
CASE District VI
What’s wrong with this picture?
(other than the poor quality)
What’s wrong with this picture?
The Next America
“As a people, we’re growing older,
more unequal, more diverse, more
mixed race, more digitally linked,
more tolerant, less married, less
fertile, less religious, less mobile,
and less confident.”
Paul Taylor, The Next America
(pewresearch.org/packages/the-next-america/)
The Next America
“Our political and media
institutions have become more
polarized and partisan; so has the
public itself. … Wealth gaps
between young and old are at
levels never before seen in modern
times; so are the economic divides
between whites, blacks, and
Hispanics, and so, of course, is the
gap between rich and poor.”
Paul Taylor, The Next America
(pewresearch.org/packages/the-next-america/)
A spin through the culture cycle
Hazel Rose Marcus and Alana Conner, Clash! How to Thrive in a Multicultural
World (more info at www.cultureclashes.org)
Communication styles
Linear
Direct
Emotionally restrained
(detached)
Independence
Circular/contextual
Indirect
Emotionally expressive
(attached)
Interdependence
Communication styles
Linear
Develops argument, presents
conclusion in an explicit
manner. Straightforward, “cut
to the chase” style.
Circular/contextual
Provides necessary contextual
elements, avoids explicitly
stating one point. Non-verbal.
Sometimes feel Circular
communicators talk too much
and never get to the point.
Sometimes feel Linear
communicators are simplistic,
leaving out information needed
for understanding.
Communication styles
Direct
Say what they mean and mean
what they say. Content is
priority. Emphasis on verbal,
“low context.”
See themselves as frank,
honest
Sometimes feel Indirect
communicators are not honest
or that they avoid saying what
they really mean.
Indirect
Message to be sought outside
the words used (proverbs,
metaphors, silence,
surrounding contexts). Nonverbal, “high context.”
Priority is relationships,
harmony.
Sometimes feel Direct
communicators are too blunt
and hurtful.
Communication styles
Emotionally restrained
Prefers to hold emotions
within, avoid forcing feelings on
others.
See themselves as respectful
and responsible when they
manage their emotions.
Emotionally expressive
Prefers to show emotions (joy,
sadness, disappointment,
anger, fear)
Feel alive and engaged when
expressing and receiving
emotional expressions (even
negative ones)
Sometimes feel that Expressive Sometimes feel that Restrained
communicators are immature communicators are cold, not
because they cannot control
interested in the issues or the
their emotions.
other person.
Independence and interdependence
Independence
Interdependence
Views self as individual, unique, Views self as relational, similar
influencing others and their
to others, adjusting to
environments, equals.
situations, rooted in traditions,
ranked in pecking orders.
Emphasis on separateness,
uniqueness
Emphasis on connectedness,
social context, relationships
Who are you marketing to?
What do your:
• Photos
• Videos
• Tagline(s)
• Messaging
… say about your institution to prospects of
different cultures?
The iceberg of culture
Session evaluations will be
emailed.