EN6- THE 7 KEYS TO MULTICULTURAL MARKETING
There are 7 keys that will allow you to quickly access new markets within a cultural community.
1. Demographic data
The number of people, their origins, their places of birth. It is important to know how many residents make up your target market and if they were born in Canada or abroad. How many are men, women, children, elderly? What are the trends?
Mastering this data will help you better understand your market.
Identify where the people who make up your target market live. What areas, cities, and neighborhoods are densely populated by them? Are there areas with a high concentration of ethnic businesses? What about community or sports centres?
Identifying these locations will allow you to get in touch with stakeholders in the targeted community with whom you can build relationships and thus better focus your activities to maximize your results.
3. Profile characteristics
These are the spoken language, occupation, industry, educational attainment, religion, family status, average income, employability rate, and unemployment rate.
This data will help you establish your positioning and pricing strategy.
4. Popular activities
Identify the most popular activities for which potential customers tend to gather - sports, music, festivals, social activities, national or religious holidays.
This data will guide you as you establish your promotional activities and meet your potential customers wherever they are.
Know which media to use to reach your target market: ethnic radio, newspaper, tv media, events, social media, influencers, event promoters, informal networks.
This data will allow you to prioritize and better distribute your marketing budget.
Adapt your content to your target market.
This makes communication easier and sets good benchmarks for your potential customers.
Develop relationships within the target community. For best results, partner with and be represented by a reputable marketing agency.
You will save a lot of time and facilitate your communications.
Harry Félix is a multicultural marketing strategist and a business development consultant. He is the founder of Metro City Marketing. He has been contributing to propel international, national, and local businesses since 2012.
Together creating wealth in our community!