Page 11 - Going for Growth: Targeting Today's Diverse Consumers

10 GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER

• When it comes to your category, what are the current attitudes and usage patterns
on a segment-by-segment basis?

• How do these consumers live their lives?

• With what media are they engaging? Why and when?

• What activities are popular with various segments? Are those solo or group
experiences?

Undoubtedly, marketers will fi nd these
questions familiar — some might even say
basic. That’s as it should be. These are the “ Multicultural and Inclusive
building blocks of any strategic planning marketing isn’t about
process. Multicultural and Inclusive reinventing the wheel; it’s
marketing isn’t about reinventing the simply an effective way to
wheel; it’s simply an effective way to look at look at your business and
your business and the marketplace from a the marketplace from a
culturally specifi c, growth-driven vantage culturally specifi c, growth-
point. When distinct consumer behaviors are
identifi ed, it becomes easier to recognize why driven vantage point.”
a one-size-fi ts-all approach to marketing is
often counterproductive.

C. DEFINE MARKETING’S ROLE

Understanding how your brand fi ts into the lives of diverse consumers helps to determine
how marketing can best be leveraged. It is likely the jobs to be done by marketing will
vary by segment, in some cases requiring culturally and/or language-specifi c efforts to
infl uence a change in behavior.

Segments may also vary by channel and context, so it is critical to leverage appropriate
partners to truly understand the consumer journey for each segment you’re targeting.
Segment specialists will ask questions and explore avenues that are easily missed or
misconstrued by those unfamiliar with a given segment’s cultural or lifestyle preferences.
They will be more effi cient in the diagnosis of segment opportunities and the appropriate
ways to connect.

Once the journey and relevant connections are identifi ed, it becomes critical to allocate the
appropriate resources to the effort. Whether it’s fi nances, people, or partners, having the
right resources will allow you to build a plan that can unlock growth.