What’s Black/Hispanic About It?

Are you talking to me?

Is it necessary to advertise to different demographics?  Should advertisers make one commercial for the general market, one for the African American market and even one still for the Hispanic, Asian and other markets?  If there wasn’t such a great need for multicultural marketing, would I would be out of the job?

Is it enough to just put black or hispanic talent in an advertisement and call it multicultural?  Is it a good idea either to have a Mexican talent voiceover a product targeted towards Cuban audience?  If you don’t see the problem with this, then you’ve probably have been missing the mark.

It amazes me that so many brands want the consumer to spend money with them, but are not willing to invest in their community.  For so long it was advertisers talking at consumers.  They would put what they thought was a good representation of a particular culture in commercials, but honestly it’s just not enough!

In order to reach your target market, you must engage them.  What are their likes and dislikes?  How is your message infused with their culture?  Most importantly, are you listening to them?

People don’t want to be talked at, they want to be communicated to, respected and included.  Don’t you?

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