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Ethnic marketing can be tricky: Operating on misconceptions or mishandling cultural cues can be not merely ineffective, but damaging to a company's image, according to ESTHER NovAK, president and founder of the New York-based consulting firm VANGUARD COMMUNICATIONS.
But not to try at all is a mistake, Novak insists. If you're not marketing to minority groups such as blacks, Hispanics and Asians, you're going to be overlooking the majority soon: These are the fastest-growing segments of the U.S. population.
Novak spoke on the topic of ethnic marketing at a recent conference in NewYork, presenting an overview that touched on everything from SEE MARKETING ON PAGE 19 demographic statistics to psychographic insights. She also offered general advice for companies that would like to make their marketing more inclusive, along with some specific tips, such as the best media to use for reaching specific minority segments.
Rigid adherence to a general market approach will not win customers, Novak said. While it is important to guard your brand's core identity, a general marketing plan should only be the foundation on which to build a more customized plan.
The Emerging Majority
An important point to consider is that there are differences and similarities between - as well as within respective ethnic segments, Novak said, cautioning against a"one size fits all"approach, especially in parts of the country where minority segments actually constitute the majority.
"They're too big to be homogenous," Novak said of the African-American, Hispanic, and Asian segments that are expected to make up the majority of the U.S. population within 50 years. These segments already constitute the majority in certain areas of the country, such as metropolitan NewYork, Detroit, and Los Angeles, she added.
"Keep in mind that there's a real difference in value systems, and therefore what's going to work for [each ethnic group]," Novak said.
Geographic concentration is another key point to consider when targeting ethnic segments. The African-American population is heavily skewed to the South and Northeast, she said.
Beyond geography, a crucial consideration is that not all blacks are African-Americans. Segmenting within ethnic groups themselves may be necessary, depending on the market.
Caribbeans make up about 15% of the black population in the U.S., Novak said. Members of this segment - obviously -...