Dallas L. Holmes, USU Extension Ethnic Marketing: A Strategy for Marketing Programs to Diverse Audiences Dallas L. Holmes, USU Extension Adapted from an article by Lisa A. Guion & Heather Kent, Florida State University Cooperative Extension, 2005.

Ethnic Marketing Marketing means publicizing your name, program and services to your target audience. Ethnic marketing uses personal marketing strategies that best reflect the values, biases and beliefs of the ethnic audience you are targeting.

America: Melting Pot or Tossed Salad Diverse mix of individuals and cultures Homogenous mass of acclimatized people

Ethnic Marketing Strategy Because America is a “tossed salad” society, it is important to tailor your marketing strategies to match the norms, values and traditions of the group you are targeting. Three Steps for developing an effective marketing strategy: Consider ethnic diversity. Determine the level of ethnicity Develop and implement your ethnic marketing campaign.

Step 1: Consider Ethnic Diversity TO AVOID: Lumping all the members of your target audience into an unidentifiable mass (Melting pot mentality). Addressing all members of the target audience with a general marketing approach. TO DO: Value the cultural uniqueness of your target group. Value cooperation and bridge-building with community leaders and other organizations working within the community.

Step 1: Consider Ethnic Diversity TO AVOID: Considering diversity as a matter of image building—token minorities in your marketing campaigns. Interpreting diversity as a matter of altruism (charity for “those poor people”) TO DO: Value the cultural beliefs, symbols and practices of your target group. Value linguistic differences, as well as accents, practices and social conduct. Value word-of-mouth & interpersonal communication to spread your message.

Step 2: Determining the Level of Ethnicity of your Target Group The level of ethnic marketing you need depends upon how much your audience identifies with its ethnicity. Depends on: Environmental conditions (family upbringing, neighborhood ethnicity) Economic conditions (education, income) Social conditions (place of birth, length of stay in U.S.)

Step 2: Determining the Level of Ethnicity of your Target Group People with a high degree of ethnicity are possibly: First generation immigrants Grew up outside of America Not fluent in English, speak mostly native language Speak with a heavy accent Live in high-density ethnic areas Higher level of ethnicity=Higher degree of ethnic marketing

Step 2: Determining the Level of Ethnicity of your Target Group People with a medium degree of ethnicity are possibly: Second generation or acculturated first generation Spent ¼ to ½ of their lives in America Are proficient in English and their native language Speak with a light accent Live in moderate ethnic-dense areas

Step 2: Determining the Level of Ethnicity of your Target Group People with a low degree of ethnicity are possibly: Second generation and onwards Born and raised in America Are bilingual, but prefer English Speak with a neutral accent Live in low ethnic-dense areas.

Step 2: Determining the Level of Ethnicity of your Target Group The group’s level of self-identified ethnicity determines how much ethnic marketing strategy should be used. With lower levels of ethnicity, use more mainstream marketing strategies. With higher levels of ethnicity, use more ethnic marketing strategies.

Step 3: Launching Ethnic Marketing Of course, we should tailor our marketing approach to the target audience, but HOW do we know what they will respond to? Use the Three “I”s to plan your marketing strategy.

Step 3: Launching Ethnic Marketing The Three “I”s Identify the communities the target group comprises. Identify the values and beliefs of the community/communities. Identify personal marketing strategies that match the values and beliefs of the community/communities you will be addressing.

Step 3: Launching Ethnic Marketing The Three “I”s Example: Identify group: African Americans.

Step 3: Launching Ethnic Marketing The Three “I”s Identify Values: Similar to contiguous African cultures. Thus, African American communities differ from mainstream American culture. Value qualities like “telling it like it is,” “seeing the good as well as the bad”, assertiveness and speaking up. Give importance to orally transmitted information. Like to be represented. Receptive to organizations that “give something back to the community”. Like to see a positive image of their culture. View the world from an Afrocentric standpoint

Step 3: Launching Ethnic Marketing The Three “I”s Identify Personal Marketing Strategies Do not be pretentious. Be sensitive about the authenticity of your message. Have facts ready and be able to back them up. Have African American representatives present your message. Encourage your African American audiences to ask questions about your programs. Do not mistake their assertiveness for aggression. Let them discuss their doubts, they will tell you whether they like or do not like something.

References Guion, L.A., Goddard, H.W., Broadwater, G., Chattaraj, S., & Sullivan-Lytle, S. (2003). Strengthening programs to reach diverse audiences. Gainesville, FL: Florida Cooperative Extension, University of Florida. Tharp, M.C. (2001). Marketing and consumer identity in multicultural America. Thousand Oaks, CA: Sage Publications