The United States is changing demographics on a yearly basis. The following chart from ljhsmbrown.pbworks depicts the percentage of different ethnic groups.
Companies must began to research the different ethnic groups and plan to appeal to the needs of the new consumer. The following guidelines can assist for the beginning stages of implementing a successful marketing plan.
- Research – The company’s market researching team will utilize demographic, psychographic and ethnographic information to educate themselves about the specific ethnic groups. Once the information is compiled into a report, other members of the marketing team will begin the process of creating a new marketing campaign.
- Action – The marketing and public relations team will continue the process of appealing to ethnic groups. Once the theme of the campaign has been approved, the graphic designers, copy writers, and other creative members of the team will begin to create a creative statement and a profile of the target market.
- Implementation – The final step in the multicultural campaign is to market the product on emerging media. The avenues will be Facebook, YouTube, Instagram, and Twitter.
The buzz of the product in the communities should positively affect the sales of the merchandise.
As Integrated Marketing Communication (IMC) professionals, we will not use stereotypes and assumptions in the campaign. Each member of the target market has the same unique needs and wants of other ethnic groups.