| Marketing Communications in the U.S. is no longer | | | | Puerto Rico speak mainly Spanish, follow more |
| a one-size-fits-all proposition. Effective message | | | | news from Latin America, and preserve the |
| delivery to all residents of the United States | | | | traditions of their native country while also |
| requires that we examine the unique consumer | | | | adopting 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 be | | | | to the United States than they do to their native |
| applied to a wide spectrum of minority and ethnic | | | | country. Succeeding generations of Hispanics -- |
| groups. According to the 2000 U.S. Census, | | | | those born in the U.S. -- speak English, watch |
| approximately 30 percent of the U.S. population | | | | English-language media, and follow U.S. news and |
| currently belongs to a racial or ethnic minority | | | | events.3 |
| group. The Census Bureau projects that by the | | | | Strategies to reach Hispanic/Latino audiences |
| year 2100, non-Hispanic whites will make up only | | | | often 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 on | | | | home (71 percent of those born outside the U.S. |
| messages and products that are crafted to each | | | | speak mostly or entirely Spanish), merely |
| individual audience, rather than presented as | | | | translating English messages into Spanish can |
| recycled versions of products designed for | | | | result 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 understand | | | | In addition, presumptions can't be made about |
| what affects the consumer behaviors of African | | | | attitudes, cultural values, and how much the |
| Americans, we need to examine the history that | | | | Hispanic/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 who | | | | Guidelines 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 demonstrations. |
| against their will, and faced tremendous adversity | | | | -Stick to literalism and reality; use strong visual |
| and denial of basic human rights. | | | | images |
| Today's African Americans continue to further | | | | -Use testimonials. |
| establish their place in American culture, prove | | | | -Show a colorful, upbeat environment. |
| their worthiness, and empower themselves. | | | | -Understand the importance of family. |
| Research tells us that they respond positively to | | | | -Go for neutrality in accent, appearance and |
| messages that show they are important | | | | lifestyle. |
| members of society. | | | | -Use informal Spanish in Spanish-language |
| Too often, African Americans are thought of as a | | | | messaging. |
| single market segment. This is erroneous thought. | | | | -Stay away from translations or dubbings of |
| Like other communities of color, African | | | | English copy. Translations don't always work. Copy |
| Americans are a diverse population. Clear | | | | should be adapted. |
| differences exist by culture, region, social and | | | | Reaching the Asian American/Pacific Islander |
| economic status, as well as age, experience, and | | | | Market |
| education. | | | | Like Hispanic/Latino Americans, Asian Americans |
| Other considerations are: | | | | are not a single race of people. |
| -Half of African American households are headed | | | | Asian Americans have a strong tie to family and |
| by females | | | | culture; their households are larger than those of |
| -African Americans are likely to live in larger | | | | other Americans; and there is generally more than |
| households than whites | | | | one worker in the home. Decisions are often |
| -In terms of high school graduation rates, an equal | | | | made by both husband and wife, and word of |
| percentage of black students earn diplomas as | | | | mouth is important to Asian Americans. |
| white students. | | | | Eighty-five percent of respondents in a study said |
| There is no guaranteed technique for reaching | | | | a friend's recommendation was their primary |
| African Americans, but major differences have | | | | source of consumer information. |
| been identified between how African Americans | | | | Although Asian Americans represent a diverse |
| and whites respond to messaging: | | | | group, some similarities in reaching them are: |
| -African Americans take messages more literally | | | | -Asian Americans have strong ties to family and |
| than their white counterparts. | | | | culture. |
| -African Americans tend to like copy and visuals | | | | -Older Asians prefer messaging in their native |
| that directly correspond to one another. | | | | language. |
| -African Americans prefer lifestyles and | | | | -Newspapers are a powerful medium for reaching |
| contextual appeals. They find messages more | | | | Asian Americans. |
| believable that feature people in real situations. | | | | -Asian Americans have a strong need to please |
| They are less responsive to talking heads or | | | | and impress their families. |
| single-spokesperson appeals. | | | | Reaching the American Indian/Alaskan Native |
| -African Americans tend to prefer message | | | | Market |
| delivery vehicles that represent a variety of | | | | Native Americans are unique as individuals and in |
| cultures, featuring people of various hair types, | | | | their tribal cultural heritage. Effective message |
| skin tones and personalities. | | | | delivery may differ from tribe to tribe and from |
| -African Americans look for positive images of | | | | community to community. Native Americans find |
| black life. | | | | meaning and wholeness in spirituality and harmony |
| Reaching the Hispanic/Latino Market | | | | with nature. The family and the group take |
| According to the U.S. Census Bureau, Hispanics | | | | precedence over the individual, and they are |
| have surpassed blacks as the nation's largest | | | | anxious to be rid of stereotyped images of their |
| minority group (January, 2003). Like African | | | | culture. |
| Americans, the Hispanic/Latino market is a | | | | Although they too represent a diverse group, |
| diverse group. The largest segments as identified | | | | some 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 credibility |
| immigrated from Central and South America, and | | | | 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 tool to |
| preserve their traditional culture and values, and | | | | pass on information, so stories/testimonials should |
| optimism about their children's opportunities in | | | | be used to make a point. |
| America. There are important differences | | | | -Native Americans like to be heard, they like to |
| between Hispanics born in the U.S. and those who | | | | be given an opportunity to talk about their |
| have immigrated: those born outside the U.S. or in | | | | experiences, problems and suggestions. |