#ANAMULTI

5 KEY TAKEAWAYS

from

Here are more things to keep in mind when trying to connect with diverse audiences.

Authenticity remains the key for truly connecting with multicultural audiences. At the 2015 ANA Multicultural Marketing & Diversity Conference,

speakers from a variety of brands drove home the importance of finding the cultural connectors that allow marketers to speak to their target

audiences in ways that don’t feel disingenuous.

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“If you’re not standing up for a community and supporting that community,

it is wrong to ask for their dollars.” — Apoorva Ghandi, vice president of multicultural

affairs at Marriott International Inc.

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1. It’s not enough to just support a community through words alone. Taking a genuine stand on social issues will attract strong loyalty

from members of that community and beyond.

“Purpose is the lens we use to define our business, to make moral choices about what we will or won’t do, and it’s increasingly viewed as a key to business success.” — Christine Paige, senior vice president of marketing and digital services at Kaiser Permanente

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2. Define your purpose and let it inform your business decisions. This is what attracts consumers, builds your brand, and empowers

brand advocates. Communicating this message authentically can help you connect with consumers across multiple cultures and generations.

“Know your consumer.”— Georgina Flores, vice president of integrated marketing communications at Allstate Insurance Co.

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3. Cultural relevancy is necessary to truly connect with multicultural consumers. It goes beyond casting, music, and language to understanding who the consumers are and the kind of messaging that will resonate with them.

“You have to be first, have to be bold, and to strike where you can.” — Laston Charriez, senior vice president of Americas marketing, product and market development, at Western Union

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4. Don’t be afraid to take opportunities to expand your brand message, even when they take you outside your target audience. Forcing yourself

out of your comfort zone can help you stand out from the crowd.

“The beauty of digital content is that it allows you to tell stories.” — Lauventria Robinson, vice president of multicultural marketing at Coca-Cola

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5. As heavy users of social platforms, multicultural audiences are more likely than their general market counterparts to share content relevant

to them. Online video and other engaging forms of content provide opportunities to tell great stories and connect with more frequency.

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All content for this slideshare has been aggregated from presentations at the 2015 ANA Multicultural & Diversity Conference.

Want to dig deeper? Check out these ANA Marketing Knowledge Center #ANAMulti recaps:

Getting Total Market Right: New Study Links Hispanic-Dedicated Efforts to Growth

Western Union: Reaching Multicultural Consumers When and Where Receptive

Why Mobile Screens Are Much Bigger than They Appear When It Comes to Multicultural Audiences

YouTube Human Stories – Debunking Myths About Hispanic Consumers Watching Online Video

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