5 Ways to Avoid Negative Stereotypes in Multicultural Marketing
Multicultural consumers has over the time proven to be successful within marketing and advertising. That is mainly because focusing on multicultural marketing efforts is beneficial due to the diverse and lucrative audiences who are proud and respects their cultural activities and practices. For advertising agencies or marketing departments to successfully increase their market share, they should try as much as possible to deviate from fuelling negative stereotypes of these cultures while advertising and alienating potential consumers. It is not always easy though because when dealing with unfamiliar facts about certain culture, avoiding negative stereotypes and portrayals can be difficult, here are some ways to avoid being an ignorant marketer/advertiser:
Everyone is equal, anyone can see themselves with the Apple brand. Good job!
Just as you would do before delving into anything you yourself are not 100% sure of, you need to get your facts straight and do some research! Depending on what you goal is the kind of, you will have to figure out the type of research you should do, but in the end it is vital that you don't just go with your gut on what you THINK you know about a culture unless you are actually apart of it. Even in situations where you might be part of that culture, others within that community might have other views, thoughts or opinions that may be valuable.
May not have the same ring to it as ''Got milk?'' but it sounds better than ''Are you lactating?"
Get the right terminologies and what they mean tent cultures. Such a good example was the use of The Dairy Association`s advertising campaign with `Got Milk?` was successful in the US but in Mexico it had a different meaning that was `Are You Lactating?`. Rookie language mistake, but not one to be proud of. Not all terminology will work with everywhere all with all the cultures. Another example of failed wording was the use of Nova terminology in Mexico by GM to sell the vehicle that was successful in America. The sales in Mexico was poor because the term `no va` in Mexico meant `doesn`t go`. To avoid getting lost in translation, find a native from the culture you want to appeal to and have them translates your copy to the native language where you are trying to target. Sometimes it won't always be the same, much like how movie titles needed to be changed back in the day. But it's 2015, you can spare a moment of your time to not sound like a jackass.
The 1950's called, they want their sexist ads back.
3. DON'T BE RACIST/SEXIST
Yes, we are of course talking about the use of racist slurs and other nonsense such as blackface, but there is much more to be wary of when avoiding racism in marketing. When marketing, the vital part is to maintain equality to all human races and cultures. All people from any race are your potential consumers and on top of that... Just why? Again, it's 2015, these are fairly simple things to avoid but they still pop up every now and then. If you are you not only risk alienating potential consumers and clients, but it can be devastating toward your brand image overall. Keep in mind though to not just assume that something is not racist just because your Art Director thinks your ad is ok. Make sure to test your ads with the employees and other stakeholders such as consumers and ask them what they think before the actual display of the advertisement. No one ever launched a successful multicultural marketing campaign on assumptions. And yes, even if you're "only" doing a multicultural marketing campaign, sexism will most definitely give you minus points.
“Kurisumasu ni wa kentakkii!” (Kentucky for Christmas!)
Get the correct timing and appreciate the dates that any culture identifies them. Such days like Mother`s Day are celebrated on different days among various countries. Acknowledge also that not all cultures celebrate the same holidays or celebrate them the same. Japan, for example, doesn't necessarily celebrate Christmas as Western world does. Instead, there is a tradition of eating KFC for Christmas due to a marketing campaign done by KFC back in December of 1974. Not only did they succeed with their multicultural marketing campaign, but they managed to create a tradition!
In 2012 Heineken introduced a new beer (more like a popular Mexican cocktail though) in order to appeal to their Hispanic audience.
Make the ad look like you understand and respect the culture. Don't try to fake it, because people will catch up on this and it will most likely result in a cringe-worthy flop of a campaign or ad on your part. One can achieve this by understanding various aspects of the culture and portraying the right image, again, research. You want to make sure that the communities will identify themselves with the ad and in the best case feel empowered by it, and you will not only avoid portraying negative perspective, but you will as well be more likely to retain them as well as polish up your brand image and name some more.
Multicultural marketing is vital today to easily and quickly convince different audiences to buy or use your goods and services. Avoiding negative stereotypes about cultures is the most important detail when launching advertisement for the ad to be successful. Different audiences and culture will respond differently to the advertisements, and that requires careful approach. Additionally, culture represents self-identity and portraying negative image will only do harm and cause unnecessary issues. Not only is it costly financially, but it also takes a toll with time and trust among your clients and society overall.