#PrayForOklahoma

If you haven’t already heard, Monday’s tragic tornado in Oklahoma killed at least 24 people. By Tuesday morning #PrayForOklahoma was trending and people all over the country were sending their condolences.

Interesting, isn’t it? Tragedies tend to bring people together and social media seems to be the driver. So, what does this mean for brands?

1)     Say it first – Brands need to remain relevant. Consumers are bombarded with messages more than ever before and marketers need to find a way to beat the clutter. Once a topic has run its course it becomes obsolete.  In other words, you do not want to be the brand that tweets about the Oklahoma tornado once everyone is fully aware of the details. If you remain consistent and relevant you will build credibility with your audience and they will, ultimately, confide in you. This may not produce a hike in sales today but it will help build brand equity in the long-run.

2)     Humanize yourself – To humanize your brand is to make it authentic. As marketers, we need to embrace the human side of communication. It is in our nature to connect with others, usually based on common interests. If consumers see you as a “friend” they will be more likely to become brand loyal. You can’t become someone’s friend by merely talking about yourself or the products you offer. You become someone’s friend by relating to their interests and being genuine about it. For the past few days, people have been absorbed in the Oklahoma tornado and brands – the smart ones – have joined the cause.

At the end of the day, people connect with what is real, and social media allows marketers to connect easier and more frequently than ever before! All we have to do, as marketers, is embrace our brand personality and remain relevant. Easy, peasy.

On another note – our condolences to those affected by the Oklahoma tornado.

Millennials Want Something New

Image by: blog.cmbinfo.com

I’ll admit it.  I never had a MySpace page and I was hesitant to get on
Facebook.  Twitter…me?  Insta…who?  But I quickly learned that if I
wanted to keep up with the changing times, I needed to try something new.
Facebook is my best friend and popular restaurants now follow me on
Twitter.  Social media has become a way of life for me and I have the Apps
to prove it!

As a company, when you’re trying to reach your target market, keep their
form of communication in mind.  Good luck sending Millenials a letter in
the mail and expecting them to reply.  Or, tweet my 77 year-old grandma
and think she’ll re-tweet.  Although there may be exceptions to the rule,
let’s look at current trends.

African American Millennials (16%) are significantly more likely than
Hispanic Millennials (10%) to regularly use social networking sites to
make sure they purchase the best product at the best price.*  If your
company is stuck in 1999, it’s time to fast forward.  Millennials are the
driving force behind social media.  One good idea will be shared, liked,
re-tweeted and copied.  Just look at the new “Harlem Shake” phenomenon.
Everyone from members of the Army to the Miami Heat have jumped on the
band wagon.

It’s okay to try something new.  Just make sure you’re using the right
platform to reach your target market or you could be missing out on an
entire generation of customers.  Adapt, change and grow.  Your target
customer is!

MIL ­ TS2. Which, if any, of the following websites do you belong to, and
which one do you use most often?
MIL ­ SH2. Which of the following resources do you regularly use to make
sure you purchase the best product at the best price?
Base: 16-30 year olds  (African American = 339, Hispanic = 464, White =
1509)

In the Push for Diversity

Image by: blogs.hbr.org

While companies are looking to group together entire target markets into the “General Market” category, they’re missing those key connections.  Imagine a product that has a specific multicultural appeal.  Companies are vying to reach this target market.  They are performing market research, hiring a multicultural agency, and seeking resources that would sway the target’s dollar their way over their competitors.  For years, these marketers have been reaching out to multicultural communities, sponsoring events, doing what they can so that their brand is respected and valued in this target market.

Sometimes, like building a house the money runs out before the work is completed.  Companies start looking for ways to cut back.  They rationalize the fact that they have built a relationship with this target market and it would be okay not to appeal to them directly and add them to the General Market.  We always hear, “There’s going to be a black/hispanic/asian person in the commercial.  That’s enough, isn’t it?”

WRONG!  By trying to move into a new direction and push for “diversity”, companies have been misguided into thinking it’s a one-size-fits-all deal.  That will only last so long.  Consumers are Brand Loyal but not Blind Loyal.  Frustrated that the company is no longer interested in their needs and values, consumers will switch to another brand.

Yes, we are all humans and have the same basic needs.  However, those complex needs separates each target audience.  If it didn’t, why is there so much research on the needs and trends of various targets?  Just like each child is different, each market is different.  And those needs should be fulfilled by companies that are going to look at them carefully and considerably.  Do you feed one child and not the other?  I would hope not. But you might feed them different foods because each child may like something the others don’t.

Be cautious in your meal planning and make sure you serve the right food to the right people.

The Right Fit

Image by: thecrewcoach.com

It’s important to find the right fit for your business.  Engage the right people to help move your company to the next level.  Would you hire an animal rights activist to be the spokesperson of your new line of furs?  Or, a single man in his twenties to represent minivans.

No matter which way you slice, it just doesn’t fit.  Although I have an MBA and technically I am qualified to teach math, I probably would not do as well as someone who is in the math profession.  We hire people based on their skills that are best suited for the business.  We don’t hire someone that can just get the job done.  We hire specialists.

What does that mean for your business?  Whether you are a start-up, small business or large corporation, you need to know who your target audience is and the best way to reach them.  Your product design, marketing strategy and advertisements are all based on your target consumer.  Get to them and make the right impression, you may only have one chance.

Multicultural marketing has become just as important as general marketing.  African American, Hispanic and Asian buying power is rising exponentially.  There are entire movements dedicated to ensuring that these target markets are not only included but they are valued equally as the general market.  There are bloggers that make it widely known the companies and products they deem are “culturally insensitive” and encourage others not to purchase from them.

There are ways to avoid the missteps that so many companies make…Hire a Multicultural Marketing Agency!  They specialize in specific demographics and target audiences.  It is their specialty to be aware and sensitive to the needs and cultures of their clients.  They are conscious of the challenges, buying habits, brand loyalty and reasoning behind purchases.  Their function is to offer the right fit for the multicultural target audience.

Who’s Your Target?

Image by: timmonsandcompanyblog.com

I’ve been in forums where a speaker would pose the question, “Who is your target audience?”  Many times a business owner would immediately and proudly boast, “Everybody!”  Then they would go into a spill about how great their product or service is and how anyone could benefit from its use.  The speaker who seems intrigued and appreciative of their answer then breaks down all that is wrong.

It becomes apparent when a company doesn’t know who they’re targeting. Their marketing  efforts are sporadic and sends mixed messages.  A steakhouse isn’t geared toward vegetarians or a credit card company to someone that only uses cash.  Believe it or not, everyone is NOT your target market.  Knowing this is half the battle.  Now it’s time to get through the other half.

Businesses need to be clear and concise at who they are targeting.  How?  RESEARCH!  Know everything about your target audience–their location, current thoughts regarding your brand, what attracts them, their spending habits and your competition.  Once you know this, then you can ask yourself, “What would I want my target to think about my brand?”

The perception of minivans has been that they are vehicles for older “Soccer Moms” who are defined as “stay at home” moms that hand out bag lunches to the family as they walk out the door for work and school.  They also run shuttle service from school to practices and rehearsals.  One company reassessed this notion  and decided to challenge the perception.

In 2010 Toyota launched its Swagger Wagon campaign.  The approach was to make the Toyota Sienna minivan appealing to younger, more hip parents.  They target the younger generation of  “Soccer Moms” and wanted to make it cool to own a Sienna.  Toyota had a slew of commercials highlighting the vehicle features and how it compliments the family’s lifestyle.  They even had a Sienna Family rap video.

The success of this campaign went viral and people posted their remixed version of the song.   The commercials and song are funny, engaging and catchy.    They honed in on one particular audience and created a multimedia strategy that created a buzz and built up steam to popularity, even getting fan mail for the Sienna Family.

Get a clear understanding of your target audience, get to know them intimately, learn to speak their language then you will maximize your audience reach.

The Power of the Hispanic Dollar

Image by: hispanicallyspeakingnews.com

Hispanics have quietly become the new “Super Spender”.  There has been an increase in the cultural influence of the Hispanic community.    Shopping centers and grocery stores are being built, targeting Hispanics.  For many Hispanics, their culture and heritage is a major influence.  They don’t shy away from tradition, instead they embrace it.  They are looking, searching, seeking for the same ingredients Abuela used to prepare meals or for the beautiful lace dresses for their daughters.

Marketers need to pay attention and do what it takes to earn the Hispanic dollar.  According to the U.S. census surveys, the Hispanic community spent $490 billion in 2000.  It has now surged to $1.1 trillion and expected to grow up to 48 percent by 2015.

Over the past decade we have seen more Hispanics on television and headlining television shows.  Modern Family, Wizards of Waverly Place and George Lopez are all successful sitcoms on major networks (ABC, Disney, ABC respectively).  Other networks are also looking for ways to connect to this growing demographic.

Goya Foods is the largest Hispanic-owned food company in the United States.  In 2011, the company was recognized for over 75 years of success and commitment to the America Dream, by President Barak Obama.  The company is also joining forces with First Lady Michelle Obama on her “Let’s Move!” initiative.  They are committing resources to promote the USDA’s MyPlate or MiPlato, to remind families about making healthy meal choices.  Goya has found a way to infuse Latino diversity in the general marketplace.

The market is increasing for Hispanics and so is their buying power.  Just look, the mayor of Los Angeles, California, Antonio Villaraigosa, the country’s second highest ranking city (by population and rank) is Latino.  Hispanics are leaving their footprint in America and are waiting for marketers to catch up.

EFFECTIVE USAGE OF SOCIAL MEDIA TOOLS: GET IN THE GAME

Image from: abovethelaw.com

When youcall the name James Andrews in the social media space, it’s like the name E.F. Hutton Everybody Listens!  Recently Andrews served as a panelist to explore the topic:  “The Intersection of PR and Technology”.  It was a stimulating conversation that shed the light on finding, connecting and engaging with the “right” audience.  The operative word is “right” audience.  As Andrews says, “It’s not about reaching everybody it’s about reaching the right audience.”

The Intersection of PR and Technology begins at the streetlight of Real Time Communications.  In Real Time Communications, distribution channels are on the fast track pushing out information and consistently delivering content.  So the question becomes, “Who do I need to get to, and what’s the best possible route to get there quickly?”

And how does Andrews propose reaching the right audience in Real Time Communications?  He says that it’s all about the tools!  Tools create the conversational landscape.  Therefore marketers must have working knowledge of the tools to be successful in the social media sphere.  It’s the tools that help build the audiences marketers need to reach.  Otherwise, they will be left out of the conversation.  And, at the end of the day, it’s all about the conversation.

The toolboxes of marketers should include sites such as; Marketplace, Bottlenose, Sprnklr, Socialcam, Mashable, FlopBoard etc. The tools can also help build social media databases – Blitz Metrics, Dashboard, Enterprise Social Dashboard and Twitter.  Interestingly, marketers are now using Twitter as a subliminal pitching tool.  As a PR professional, I’m all over this!

Andrews went on to say that although the tools are constantly changing, one mustn’t be intimidated or frightened by them because it’s not about the technology it’s about the conversation!  He encourages; make it a game, play with the tools, they help find what’s trending, then create a voice that’s not there.

As multicultural marketers, here at IMAGES USA, we are constantly seeking non-traditional ways to connect with various audiences for our clients’ products and services.   The versatility of the tools help us level the playing field by creating different conversations based on  demographics, consumer segments and interest.

In short, we are using the tools that are at our disposal.  We are building and engaging new audiences daily. So, we’re In the Game!  Are you?

I Need My Phone

There are some things in life we can wait to fix.  For some it may be a leaky faucet, for others it could be the AC in their vehicle.  But there are a few things that are a must-fix-right-now deal.  As it turns out, for most people their cell phone is an absolute necessity.

Why is it that people need their phones so bad?  What would make them back track to their home in Atlanta traffic during morning rush hour because they forgot it?  How great is the marketing that it is a MUST to get fixed? Smartphones aren’t just used for making calls and listening to music, they have become an indispensable marketing and communications tool.

When your business can rise and fall at the click of a button, it is imperative to stay on top of what’s going on.  What are people saying about your business?  What are the new trends?  How competitive are you really?  Before you answer, think about it.  Will you wait until you get to your office, boot up your computer and have a cup of coffee?  This is the instant age!  You can answer urgent emails, Facebook company events, Tweet the progress of your business and stay professionally connected with LinkedIn…all from your smartphone.

By now most of us know the importance of social media, but how many understand its power?  BET’s 106 & Park and ESPN shows have live twitter feeds.  This is their way of connecting to their audience and allowing them to become an active part in the discussion.  Conversation picks up momentum, great ideas are formed and change happens, in real time.  Your phone is the gateway to building your successful brand.  Not only are you staying connected, you’re validating the significance of your business, 140 characters at a time.

From Melting Pot to Multicultural Nation: Hispanics Redefine Acculturation

By Dr. Juan Quevedo, Director of Research & Strategic Insight at IMAGES USA

The concept of the melting pot was viewed in the early 20^th century as a process of Americanization that immigrants went through in their cultural integration to American society. An inevitable aspect of assimilating meant abandoning their native tongues and adopting English as their new language. By contemporary standards this happened rather swiftly, in one generation or less.

In today’s global world, Hispanics are giving a new meaning to the melting pot due to a combination of factors. This is the first immigration wave in our country’s history of such massive size, currently at 50.7 million, to whom success more and more means being bilingual.

Aiming to adapt to American culture, English is considered vital yet it coexists in harmony with Spanish, the language spoken at home by an evident majority: 75.5% (U.S. Census, 2010 ACS). This makes the U.S. the second largest Spanish-speaking country in the world after Mexico (pop. 115 million).

Because of modern day advances, this is also the first time that an immigrant group encounters large pockets of population speaking their language. Add the ability to stay in touch with family in Latin American countries, a remarkable infrastructure of mass media in Spanish, the benefit of air travel and the ubiquity of the Internet, and you have a formidable case for the continuity of bilingualism as one of the legacies of Hispanic culture to the American melting pot.

An underlying trend brings added complexity: There is economic value in being bilingual. Due to sheer population size and spending power, many second and third generation Hispanics are retro-acculturating and learning Spanish, as well as growing numbers of non-Hispanic parents who insist that their children’s education include foreign languages.

We are clearly evolving from the society that Hispanic TV icon Jorge Ramos once described as “the only country in the world where it’s more important to speak one language than many”.

A host of circumstances strengthen the continuity of Hispanic culture and language, redefining acculturation toward biculturalism. As a nation we are embracing the value of being heterogeneous and growing to respect all the different cultures that give uniqueness to our national character.

Questions or comments? Weigh in below or Tweet us @IMAGESUSA