Multi-Ethnic Marketing Notes
There’s three things that may help frame a general understanding of
the multi-ethnic marketing opportunities awaiting us.
exciting regional trends
can create new sales
channels for your business.
as one of our most cosmopolitan states, leads the United States in
indicators of diversity. One number that has become especially
noteworthy is that of households where a language other than English
is spoken at home. For the United States overall, this represents
17.9% of households; in New Jersey one in four homes, or 25.5%, speaks
a language other than English, according to recent Census data.
numbers hint at the size of the communities our distinguished
One of the fastest-growing groups is that of Asians, who make up 3.6%
of the total US population and 5.7% of the population of New Jersey.
Here in Morris County, Asians represent over 6% of the population.
African-American community is 12.3% of the total US population and
13.6% of the population of New Jersey. This community is almost 3% of
the population of Morris County.
community, which is drawn from 20 countries, is 12.5% of the total US
population and 13.3% of the population of New Jersey. Here in Morris
County, the Hispanic community represents almost 8% of our population.
differences within ethnic groups that determine needs and
Many of us
intuitively know from our own experience about the generation gap
between the immigrant generation and their Americanized children;
between the generation that grew up on the farm or in the tenement and
the generation that lives in a middle class suburb.
So too are there
almost two different tiers to ethnic marketing, that may use very
different services. The distinctions are somewhat arbitrary and there
is plenty of overlap, but they are worth thinking about:
visitors who live with us: the German or Japanese business community
who only plan to live here with their families for a few years. Many
often come here through official educational or employer channels.
Here’s five examples of opportunities to reach them:
Orientation or Relocation Services. (Realtors, Attorneys)
professionals (doctors, dentists, paralegals)
Wagon-type services (Financial services)
and Telecommunications (Maintaining ties overseas)
services through B2B (Language lessons, translation services,
cross-cultural training—HR, personnel)
second-tier: People who come here for the long-haul. This group may
need all of the above services, but many may rightly want to be
considered part of “us.” This includes groups who may only speak
English and whose ancestors even built this country.
have resources for approaching a new ethnic market.
In addition to the
product or service you sell, you yourself may be a welcome asset
because of the mainstream information you provide. In some cases, your
familiarity with what you may have assumed was “common knowledge”
makes you a valuable resource because it may not be “common knowledge”
to every ethnic minority. You can be invaluable in explaining the way
things are done in your field in the United States. In fact, we have
seven do-it-yourself tips to multi-ethnic
marketing to take home with
you in the packet you received today.
In some cases
you may need to take a few extra steps in approaching a particular
segment of the multi-ethnic marketplace. One of those steps might
include something from this list of five:
Finding a different approach to media buying and new advertising
Using professionally-run focus groups to learn ethnic preferences and
surprise reactions to your product or service.
Purchasing or commissioning ethnographic market research and
information on demographic trends.
Segmenting your marketing, PR and advertising materials for new
languages, color schemes, and lay-outs.
Hiring seasoned professionals who are experts on your market audience.
Fortunately, we have some as panelists, assembled here to educate us
today about marketing to the Hispanic, African-American and South
IV. I’d like to
welcome and introduce each one briefly now. Later I will be
introducing them in more detail before their individual presentations.
We will have two separate Question and Answer periods after each set
of three speakers, with a ten-minute break between the first and
second set of guest speakers.
Multi-Ethnic Marketing II,
seven do-it-yourself tips to