SINGLETON AND PARTNERS CONTINUE NEW MULTICULTURAL AWARENESS CAMPAIGN
September 12th, 2007 | Category: Women, African-Americans, Hispanics, Asian-Americans, Faith-Based Groups
It’s not uncommon to see advertising campaigns using multiracial marketing tactics to target multicultural audiences. Such a shortsighted approach could end up costing the clients millions of lost revenue. Multiracial marketing is simply taking a traditional ad and dotting it with one of two people of color, while multicultural marketing is more strategic and speaks to what motivates your target audience, what is important to them and what will grab their attention. The failure to delve deeper into the psyche of your audience could sink even the most well-intentioned marketing efforts. A great read on this topic can be found in “What’s Black About It” by Pepper Miller and Herb Kempt. This book offers great insight into the African- American market.
Renee Singleton
Singleton and Partners
singletonpartners@adelphia.net
