At Marketing Resource Solutions, our mission is to help our clients reach the diverse markets they serve by providing creative communication tools and programs via our strategic industry knowledge.
Based on our research1 some companies believe that a general market “one-size-fits-all” strategy is an effective way to reach multicultural markets. Just the opposite is true. It is a brand’s ability to understand the multicultural consumers’ experiences and cultural nuances that resonate with them and makes them more receptive to messages when they feel valued.
In order for brands to have a chance at success with these multicultural markets, they must be relevant to them. People only want to do business with brands that they deem relevant to their lives, their careers, and their interests.
Becoming relevant to consumers begins with understanding who they are, what they want, what they need, and what matters to them. By acquiring the necessary insights, both demographic and psychographic, and developing strategies gleaned from this research, brands can effectively reach their targeted multicultural markets through creative communication tools and programs.
Stay tuned to our blog in the upcoming weeks as we share some of the research and insights on multicultural consumers that we’ve uncovered.
1 Resilient, Receptive and Relevant: African American Consumer 2013