Get the World’s Approval – How to Market to Different Cultures
For many, marketing a product or service is the most difficult when trying to engage someone from a different background. Certain cultures can react differently to certain marketing campaigns and schemes, so it is important to understand other cultures so that your company’s consumer base can become more diverse.
According to the U.S. Census Bureau, “The U.S. population as a whole is expected to follow a similar trend, becoming majority-minority in 2044. The minority population is projected to rise to 56 percent of the total in 2060, compared with 38 percent in 2014.” Despite the fact that this sometimes makes marketing more challenging, these statistics prove that it is well worth the extra effort.
Getting Your Marketing Campaign Accepted – Aspects to Consider
- Learn Cultural Beliefs – Once you take the time to learn about the different beliefs of your hopefully future customers, you may come to find that your marketing was probably not being received well by an entire group of people. For example, the Hindu population considers the cow to be sacred. If your mascot is a dancing cow, you may not be off to a good start with this culture.
- Language – There are certain words and acronyms in the English language that can be confusing and cause misunderstandings amongst different cultures. A great way to make sure your company does not fall into this trap is to ask people of your target culture if there could be any misunderstanding. If so, just change your wording accordingly. Even just a few simple words could mean the difference of a lot of people.
- Media Mediums – While it may seem that the internet is the way everyone gets their news, this is not entirely true when it comes to other cultures. Certain cultures, watch primarily TV stations in their own language and listen to the radio in their own language. In other words, if you are not putting out advertisements on different types of stations, you could be missing out on an entire audience altogether.
- Business Cards and/or Business Cards – If your company does a good amount of business with one specific culture whose primary language is not English, it would be worth your time to consider incorporating their language into your advertisements and business cards. This action will let them know that you appreciate their business and are making an effort to learn about their culture.
- Form Community Relationships – It is a great idea to get other companies that have a good relationship with other cultures on your side. For example, get to know the local ethnic restaurants or travel agents to refer your business to their customers. These businesses see a lot of cultural diversity, so they have the power to help get the word out about your company to an entirely new group of people.
The biggest thing to remember is that every single culture deserves respect, and there is no better way to show your respect than through a conscious effort to learn about and act on aspects of a culture that may be different than your own. Although it may take some time, a campaign that puts in the effort will yield results.