* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Document
Audience measurement wikipedia , lookup
Multi-level marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Social media marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Social media and television wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Sports marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
Marketing communications wikipedia , lookup
Marketing plan wikipedia , lookup
Viral marketing wikipedia , lookup
Target audience wikipedia , lookup
Direct marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Green marketing wikipedia , lookup
Target market wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Street marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Global marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
The Case for Multi Cultural Marketing Migrants will be the single biggest source of population growth, penetrating this market is imperative to maintain and grow market share The opportunity • Attractive Market − Disposable Income+ Small Business • Ability to be highly targeted − Media diversity • Achieve Market Share Targets − Main contributor to Australia’s population growth To maintain and grow market share it will become essential for companies to address the growing ethnic market 1. bandt.com.au/news/3c/0c04bb3c.asp 2. Multicultural Connexions Jan 2010 Maximising the marketing dollar • Despite being one of the most multicultural countries in the world – ethnic marketing is not a prevalent as in markets such as the US and Canada • No ‘industry standards’ or best practice benchmarks • Lack of awareness of diversity of media available • Using non- traditional communication can in fact result in a higher ROI The approach • Most general marketing principles apply • Understand your target market, their needs & wants • Understand the differences in cultural drivers between the mainstream and ethnic segments − Will the traditional media be as effective? − Have key cultural insights been leveraged? − Is ‘in language’ creative required? − What products are likely to be more effective? Market insights – cultural drivers Multicultural Mainstream collectivism & conformity individualism & autonomy task oriented relationship oriented Vs media: info & entertainment media: info, entertainment, country of origin news media leader neutrality individual decision making media leaders are community leaders decisions influenced by f&f Marketing impact: •Mainstream messages may not resonate •Mainstream media may not be as effective •High sense of loyalty & first mover loyalty within the community •Community infrastructure reliance, community elders & WOM are key influencers in decision making Cultural assessment framework • Melting Pot Vs Salad Bowl • Create an authentic engagement • Adjust marketing strategies to the values, attitudes, beliefs and practices • Degree of tailoring driven by Levels of Ethnicity − Length of time in Australia − Country of origin − Primary languages spoken − Geographic location − Occupation and education Multicultural marketing in practice • Traditional Approach − In language POS − Event Sponsorship − Press/Radio − Multi-lingual staff • Leveraged Approach − Integrated with mainstream activity − Built around existing community networks − No need for discrete marketing teams or budget Case Study: Help Obama win in Florida • Insight: Elderly Jewish would decide the outcome • Strategy: Don’t target the voters, target their opinion leaders • Idea: ‘The Great Schlep’ leverage cultural insights • Results: Obama got the highest elderly Jewish vote in 30 years…and won Florida • Agency: Droga5 Case Study: Telstra ethnic activity • Telstra has an existing Multicultural Contact Centre • Dealers/ Shops Mystore Marketing templates • A dedicated ethnic marketing team of 7 up until 2008 − Chinese and Vietnamese in language websites − BigPond campaigns • Leverage staff networks and community relationships • China Bar Rollout options Option 2 Option 3 Option 4 Media Placement only Media & Creative Refinement Refinement with tactical In language In language Refine existing creative to ensure alignment with cultural drivers, including reviewing imagery Refine existing creative to ensure alignment with cultural drivers, imagery Develop in-language versions of advertisements to reflect cultural drivers Advertising & Media Option 1 Place existing creative in ethnic media If appropriate - in language Utilise existing collateral to support community events PDFs to be made available to support LAM & Community events Utilise customer insights to develop a discrete online strategy, including social networking In language web pages developed to support key promotions LAM v PDFs to be made available via Retail Live to support LAM & Community events Digital Utilise existing assets to support social networking & digital community hubs (In language, promotion of in language web pages and multicultural call centre) Develop an in language LAM tool kit to support key ethnic events & festivals Develop an in language online strategy including key website pages translated to support in language advertising Customer strategy • Chinese and Indian ethnic segments are increasingly expanding in the Australian landscape, many of which have a propensity to take up key products • Ready availability of targeted effective media • Understand the importance of incorporating cultural drivers (as opposed to in language) − second and third generation migrants combine ethnic culture with their Australian identity 5 Tips to leave you with…. 1. Integrate multicultural marketing with mainstream activities 2. Set metrics up front …. and leverage, leverage, leverage 3. Utilise relationship marketing principles - use existing networks and key community opinion leaders 4. Understand key cultural drivers – don’t pigeon hole 5. Not surprisingly, as with most marketing is simply comes down to understanding your customer and then developing relevant messages that are communicated via the most engaging and timely media “Communication to all Australians cannot be complete without inclusive targeting of key ethnic audiences, further enhancing the reach and effectiveness of mainstream campaign activity.”