Marketing To Communities Of Color!

Marketing Communications in the U.S. is no longerPuerto Rico speak mainly Spanish, follow more
a one-size-fits-all proposition. Effective messagenews from Latin America, and preserve the
delivery to all residents of the United Statestraditions of their native country while also
requires that we examine the unique consumeradopting U.S. culture. Yet they also say that their
behaviors of the country's communities of color.own lives are now improved, and feel closer now
The designation "community of color" may beto the United States than they do to their native
applied to a wide spectrum of minority and ethniccountry. Succeeding generations of
groups. According to the 2000 U.S. Census,Hispanics—those born in the
approximately 30 percent of the U.S. populationU.S.—speak English, watch English-language
currently belongs to a racial or ethnic minoritymedia, and follow U.S. news and events.3
group. The Census Bureau projects that by theStrategies to reach Hispanic/Latino audiences
year 2100, non-Hispanic whites will make up onlyoften miss the mark. Although 46 percent say
40 percent of the U.S. population.they speak mostly Spanish or only Spanish in the
Successful multicultural messaging depends onhome (71 percent of those born outside the U.S.
messages and products that are crafted to eachspeak mostly or entirely Spanish), merely
individual audience, rather than presented astranslating English messages into Spanish can
recycled versions of products designed forresult in sending the wrong message or no
mainstream audiences.message at all. In the 1970's, General Motors tried
Reaching the African American Market.the Chevy Nova in Mexico, no realizing that "nova"
Although African American consumers are unique,translated into "no go."
they are not difficult to reach. To understandIn addition, presumptions can't be made about
what affects the consumer behaviors of Africanattitudes, cultural values, and how much the
Americans, we need to examine the history thatHispanic/Latino, or other ethnic group understands
frames what it means to be black in America.about products and services.
Unlike groups such as Hispanics and Asians whoGuidelines for reaching Hispanic/Latino audiences
immigrated to the U.S. in search of a better life,include:
African Americans were brought to this country• Give detailed information; use
against their will, and faced tremendous adversitydemonstrations.
and denial of basic human rights.• Stick to literalism and reality; use
Today's African Americans continue to furtherstrong visual images
establish their place in American culture, prove• Use testimonials.
their worthiness, and empower themselves.• Show a colorful, upbeat environment.
Research tells us that they respond positively to• Understand the importance of family.
messages that show they are important• Go for neutrality in accent, appearance
members of society.and lifestyle.
Too often, African Americans are thought of as a• Use informal Spanish in
single market segment. This is erroneous thought.Spanish-language messaging.
Like other communities of color, African• Stay away from translations or
Americans are a diverse population. Cleardubbings of English copy. Translations don't always
differences exist by culture, region, social andwork. Copy should be adapted.
economic status, as well as age, experience, andReaching the Asian American/Pacific Islander
education.Market
Other considerations are:Like Hispanic/Latino Americans, Asian Americans
• Half of African American householdsare not a single race of people.
are headed by femalesAsian Americans have a strong tie to family and
• African Americans are likely to live inculture; their households are larger than those of
larger households than whitesother Americans; and there is generally more than
• In terms of high school graduationone worker in the home. Decisions are often
rates, an equal percentage of black students earnmade by both husband and wife, and word of
diplomas as white students.mouth is important to Asian Americans.
There is no guaranteed technique for reachingEighty-five percent of respondents in a study said
African Americans, but major differences havea friend's recommendation was their primary
been identified between how African Americanssource of consumer information.
and whites respond to messaging:Although Asian Americans represent a diverse
• African Americans take messagesgroup, some similarities in reaching them are:
more literally than their white counterparts.• Asian Americans have strong ties to
• African Americans tend to like copyfamily and culture.
and visuals that directly correspond to one• Older Asians prefer messaging in their
another.native language.
• African Americans prefer lifestyles and• Newspapers are a powerful medium
contextual appeals. They find messages morefor reaching Asian Americans.
believable that feature people in real situations.• Asian Americans have a strong need
They are less responsive to talking heads orto please and impress their families.
single-spokesperson appeals.Reaching the American Indian/Alaskan Native
• African Americans tend to preferMarket
message delivery vehicles that represent aNative Americans are unique as individuals and in
variety of cultures, featuring people of varioustheir tribal cultural heritage. Effective message
hair types, skin tones and personalities.delivery may differ from tribe to tribe and from
• African Americans look for positivecommunity to community. Native Americans find
images of black life.meaning and wholeness in spirituality and harmony
Reaching the Hispanic/Latino Marketwith nature. The family and the group take
According to the U.S. Census Bureau, Hispanicsprecedence over the individual, and they are
have surpassed blacks as the nation's largestanxious to be rid of stereotyped images of their
minority group (January, 2003). Like Africanculture.
Americans, the Hispanic/Latino market is aAlthough they too represent a diverse group,
diverse group. The largest segments as identifiedsome similarities in reaching the American Indian
by the Census Bureau are: Mexican Americans,Alaskan Native Market are:
Puerto Ricans, Cubans, those who have• Native Americans place importance on
immigrated from Central and South America, andcredibility and honesty.
a category known as "other Hispanics."• Use bright and colorful visual images.
Hispanics in the U.S. hold both a strong desire to• They think storytelling is an important
preserve their traditional culture and values, andtool to pass on information, so stories/testimonials
optimism about their children's opportunities inshould be used to make a point.
America. There are important differences• Native Americans like to be heard,
between Hispanics born in the U.S. and those whothey like to be given an opportunity to talk about
have immigrated: those born outside the U.S. or intheir experiences, problems and suggestions.