1. Socialize and mobilize. As you ideate around your core brand message, think about the two-way social opportunities and mobile tools that are available to you AND your consumer base. Multicultural audiences have taken the lead in social media usage and mobile technology adoption rates. For example, recent Pew research shows that African Americans, in particular, use Twitter more than their peers – more than a quarter of African American Internet users (28 percent) use Twitter (vs. 12 percent of white/non-Hispanic Internet users and 14 percent of Hispanic Internet users).
2. Thinking multiculturally doesn’t necessarily mean BEING multicultural. This is often one of the biggest mistakes we all make. We don’t need to be a particular race/ethnicity (or members of a particular community) to be able to think like the aforementioned race/ethnicity/community.
A few years ago, my agency was working on a client program, and we were targeting an “Urban Suburban” consumer – someone who had the urban city mentality and sensibility, but didn’t necessarily live in a large metropolitan city. We were able to cut the corporate red tape and speak the same language of our “Urban Suburban” target audience – in the visual creative treatment as well as the grassroots tactics. It was a brand campaign that was ahead of its time and resonated with consumers in a deeper way than we all anticipated.
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