Page 22 - Going for Growth: Targeting Today's Diverse Consumers

GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER 21

Determining which of the segments offers your brand the most opportunity will surface as
you analyze your product or service across a number of variables, including considerations
related to geography and competitive set. This understanding can then serve as a
foundation for allocating media dollars. Some of the most effective plans we have seen do
two things:

1. They target customers and prospects broadly with mainstream media.

2. They overlay media investments in the segments that demonstrate the highest
potential revenue growth for the brand.

According to AIMM’s analyses of the GfK MRI Survey of the American Consumer from 2012–2017,
growth in over 50 key categories came from Multicultural and Diverse segments. In other words,
without these segments, the following categories would have been fl at or declined:

Automobiles Purchase/Lease: Any Domestic; Baby Furniture; Beer/Ale; Brandy, Cognac,
Cordials, and Liqueurs; Any Investments Acquired; Camping Equipment; Car/Other Vehicle
Batteries; Cellular/Mobile Phones/Smartphones; Children’s Clothing; Compact Car; Compact
Pickup; Computer Printers; Cruise Ships; Domestic Bought/Leased New Car; Energy Drinks;
Full-Size Sport/Utility; Hair Care Products; Hair Coloring Products; Home Improvements;
Home Remodeling; Intermediate Car; Luggage; Luxury Car; Mascara; Men’s Clothing; Minivan;
Mortgage Refi nance/Consolidation Loan; Movie Attendance; Mutual Funds: Any Acquired or
Added; Perfume and Cologne for Women; Personal Computers at Home; Refrigerated Meals,
Entrées, Snacks, and Sides; Regular Cola Drinks, Not Diet; Securities: Any Stock Acquired or
Added; Small Business Loan Acquired; Sport/Recreation Equipment Bought; Sports Drinks/
Thirst Quenchers; Standard Car; Student Loans; Theme Parks Visited; Vans; Video Games;
Vitamin and Dietary Supplements; Women’s Clothing Bought

B. CULTURE MATTERS

Culture may be the number one reason segments have different paths to purchase.
Regardless of language, culture plays an important part in how we engage with content,
how we use media channels, and even how much attention we pay to the content. Over
the past three years, there have been signifi cant trends heightening the importance of
cultural identity and heritage in the United States. These trends have been driven by the
LGBTQ+ community, along with Hispanics, African-Americans, and Asians, who are more
than twice as likely as White Non-Hispanics to agree completely that cultural heritage is
very important (AIMM analyses of data from GfK MRI Survey of the American Consumer
2006–18).

It should be noted that in-culture platforms go beyond language to establish relevance
with ethnic segments as well as LGBTQ+ consumers, People with Disabilities, and