Minority groups in America represent billions, if not, trillions of dollars of business. And, many brands are scrambling to find the very best ways to speak, sell and interact with these minority groups. It seems overwhelming, though, to know how and where to turn.
Hispanics and African-Americans are considered the largest minority groups, and although their presence online is still limited, it’s growing exponentially with specific wants and needs. Then there are Asian-Americans who can be broken into hundreds of different sub-groups with specific interests of their own. There are dedicated print products focused on this minority, but focus is many times too broad for the subgroups’ specific interests.
So as a marketer, do you try to speak to the broader audience of these minority groups, or do you target your message for specific regions or groups that represent the greatest potential? Jones Lang LaSalle company of California looked at the makeup of its immediate local community and recognized the large population of Philippino residents. They responded by targeting Philippino retailer Bench to join their development at a local mall, thus attracting hundreds fo thousands of consumers which had virtually been untapped before that time (Misonzhnik, November 2008).
Wal-Mart has dedicated portions of its Western stores located in cities with large Hispanic populations to authentic Mexican food and ingredients. Wal-Mart marketing has been targeted to these populations with a strong Hispanic focus, as well (Misonzhnik, November 2008).
What is our lesson learned? Big or small, we must first know our local consumer base. Who are they? What are their specific interests? If you don’t know what their interest are, then simply ask. Once those minority groups have been identified and their interests recognized, marketers must learn from them how to best market and communicate with them. In other words, research, research and then just when you think you’re there; research some more.
These are ever evolving and growing groups with changing interests. Just as their tastes for brands may change, so does their way of finding those brands. The marketing mix must take on a whole new focus when advertising to minority groups and ultimately must be done on a very local and precise level in order to effectively connect the brand with the consumers.
References
Misonzhnik, Elaine (November 2008) American Melting Pot. Retrieved on December 2, 2008 from http://web.ebscohost.com.www.libproxy.wvu.edu/ehost/pdf?vid=4&hid=6&sid=e05c9136-d67e-4f1e-bfae-f7eef597bbca%40SRCSM1.
