Works by Michele Kriegman |
Multi-Cultural Marketing (Tips on
Marketing: What Can I Do Without Hiring a Consultant?,'
First presented as an insert for a seminar on Multi-Cultural Marketing, Morris
County Chamber of Commerce, Morristown, New Jersey, October 30,
What Can I Do Without
Hiring a Consultant?
(written by a consultant)
- Show up.
Participate in community-based organizations and events so people
get a chance to know you face-to-face. These are often designed to
bring different ethnic groups together, like Morristown One
Community or the Interfaith Food Pantry. Associations serving a
single ethnic community can also be great resources if they are open
to you. Not all are business-oriented specifically, but they are a
chance to network and learn.
out the local ethnic newspapers on sale in your area.
They are a wealth of knowledge in identifying other businesses run
by and/or serving that community. Examples: The Irish Echo, The
Jewish News, Ukrainian Weekly, and many more. You might eventually
consider placing an ad.
the old boys’ network.
Your college alma mater’s alumni association and career services
office can often put you in touch with alums who are active in an
identifiable ethnic community or foreign country. Many are often
willing to share some advice with a fellow graduate. This is
especially true if you ever studied abroad: many overseas
universities even have alumni chapters in the New York area. The
“old boys’ network” of my women’s college was worth gold: when I
started in broadcasting, it allowed me to meet Lynn Sherr, Cokie
Roberts, and Linda Werthheimer. The alumni of the school where I
studied abroad have given me introductions to companies where I
might not otherwise have been as readily received.
- Be easy
to communicate with.
Consider having at least the first page of your website offered in
the target language. Consider creating a flier, or having an
existing one, translated into your target language. As an example,
here’s one organization’s welcome page in English:
www.njcreatives.org/index.htm and in Japanese:
globally, act locally: use the Internet.
A) Search engines like Google not
only let you look for websites in a specific country (the U.S.) and in
a specific language, they also provide free translations (into very
weird sentences, as you'll see). If you give some thought to your
searches, you can begin to research online news about your specific
region and target audience.
B) Depending on your audience,
having a website is the beginning to getting found if you know simple
HTML, add meta tag descriptions and keywords yourself. This will be
enough if yours is an unusual service or product. However, if you are
in a very competitive field, consider hiring a specialist in SEO
(search engine optimization). WARNING: Avoid spammers that promise to
register you with “300,000” search engines. First of all, there aren’t
that many search engines, and using this service may result in your
site being blocked as a generator of spam by Internet “police” like
C) Translating an entire website
into a target language can be pricey (but may be worthwhile).
Translating a single page is not. If you have at least one web page
translated into a target language, you can then register that page
with the corresponding version of Yahoo or Google, often for free.
Example: Have your website translated into Spanish, register it with
the Spanish version of these search engines that are linked from the
English ones, and you can reach a Hispanic audience here and abroad.
your market. The money
spent on well-run focus groups may save you from costly mistakes
later if you want to launch a major campaign. Professional market
research into specific demographic trends is useful background for
planning marketing strategy.
multi-ethnic marketing information and
it’s okay to be American.
There is such a thing as trying too hard. One American chef hoped to
impress South East Asian clientele by offering deserts made with
tropical fruits that were familiar to them like pineapple, mango and
papaya. Despite his cultural sensitivity, he was a flop until one
disappointed patron explained that they had come to his restaurant
specifically in hopes of trying “exotic” American flavors like
apples, pears and blueberries. Often it is your American expertise
in a particular field that makes your company valuable to a given