Comments on: Multicultural marketing myths

By: 301 Twitter Culture Tips & International Links

301 Twitter Culture Tips & International Links — Tue, 30 Dec 2008 23:03:15 +0000

[...] Re-Tweet from @DoreenatDMS top 10 multicultural marketing myths [...]

By: Daphnee

Daphnee — Fri, 19 Dec 2008 04:57:18 +0000

Thanks for the quick response! keep up the good work

By: admin

admin — Wed, 17 Dec 2008 04:24:30 +0000

Thanks, Daphnee, for your comment — and link. At the very least, it appears as though the Institute reacted quickly and tried to defuse and correct their error. But you’re right, a one-size fits all doesn’t work. Homework and cultural competency a must.

By: Daphnee

Daphnee — Tue, 16 Dec 2008 22:54:40 +0000

I agree that the landscape is changing and that it’s important for companies to reach out to multicultural audiences in an informed, respectful way. It is imperative that companies do their homework when venturing into multicultural terriories. A one-size fits all approach does not work. Otherwise they might do more harm than good. Case in point: check out the following article: Chinese ‘classical poem’ was a brothel ad at http://tinyurl.com/5shwy4 or http://www.independent.co.uk/arts-entertainment/tv/news/chinese-classical-poem-was-brothel-ad-1058031.html

By: Big Marketing For You » Blog Archive » The New Mainstream™ » Multicultural marketing myths

Sat, 13 Dec 2008 00:14:19 +0000

[...] unknown wrote an interesting post today onThe New Mainstreamâ?¢ Â» Multicultural marketing mythsHere’s a quick excerpt7. Multicultural marketing in Canada is equivalent to the South Asian audience. 8. The South Asian market is Indian. 9. The Chinese market is the Chinese from Hong Kong. 10. There is 1 Chinese newspaper in Toronto. Share it: … [...]

By: admin

admin — Fri, 12 Dec 2008 17:22:18 +0000

Thanks, Joe …. yes … you raise the notion of “cultural marketing as an afterthought”, which can sometime connect with #6 (the buy is a ‘language buy’)

By: Joe M

Joe M — Fri, 12 Dec 2008 16:49:59 +0000

The one that gets me the most is those companies that try to fit cultural marketing to their schedule. Usually its just a case of not thinking about the intended audience and a little prodding goes a long way.

Here are people who have been trained since Marketing 101 to consider the target and they try to get Chinese people to come celebrate New Years on January 1. When all around them three weeks later will be Lunar New Year messaging from Chinese businesses or the culturally savvy. Which has a greater cahnce of success?

Or those who think Santa in an ad aimed at a primarily muslim audience will still get through because after all its Canada. I have nothing against Santa and I think I can safely say most Muslims have nothing against the Jolly Old Elf either… but with Eid happening three weeks before Sanata gets in his sleigh why not message around that?

It all boils down to cultural marketing as an afterthought and so inadequate budget means you can only just add it to the plan you have… which is a mistake so monumental you might as well not even bother.