Page 12 - Going for Growth: Targeting Today's Diverse Consumers

GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER 11

D. RESOURCE ALLOCATIONS

A clear understanding of the jobs to be done helps lay the groundwork for your next steps.
These include prioritizing segments and determining how to allocate resources in support
of these segments.

Resource allocations should be directly tied to forging deep consumer connections,
gaining segment-specifi c insights, and an ability to support a purposeful marketing
strategy which gets measured because it really matters to the bottom line. These
resources are not limited to budget allocations. They include the necessary human
resources to ensure cultural fl uency and structural integration.

Multicultural and Inclusive audiences are best served by a “yes, and” approach — one that
leverages general and segment-specifi c media, aligning with the multi-faceted, bicultural,
and intersectional identities of diverse segments. These are consumers who move in and
out of communications systems based upon culturally infl uenced contextual factors. They
are as much a part of the mainstream as they are a part of specifi c cultural cohorts. That
said, the ability to target with insightful precision can be invaluable in breaking through
clutter and achieving a high degree of emotional resonance rooted in cultural relevance.