Page 25 - Going for Growth: Targeting Today's Diverse Consumers

24 GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER

VI. CREATIVE CONSIDERATIONS

While it is important to leverage modern media techniques to reach a Multicultural audience,
media is only effective if the message resonates. Creative content delivers that message,
and it is critical to include the right cultural intelligence in your creative to deliver powerful
Multicultural and Inclusive marketing. Strong, strategic creative is key to moving the needle
and having a lasting impact with diverse consumers as they consider which brands are truly
worthy of their business. This conversation is particularly important in an era of one-to-one
customer relationships, because communication strategies must be relevant, relatable, and
resonant.

The following list of scenarios is intended to help marketers assess strategic situations and
align them with creative options that will yield the best results. Using a Q&A structure*,
we pose the most common scenarios marketers will face as they explore Multicultural and
Inclusive marketing opportunities.

CREATIVE Q&A AND CASE EXAMPLES

A. Is the business challenge or opportunity the same across all segments (including
“General Market”), or do the challenges and opportunities differ?

Kingsford Charcoal did a deep
dive into its business and found
that Hispanics had distinct
needs when it came to charcoal:
specifi cally, Hispanic consumers
needed their charcoal to have
a longer burning time than
commonly found in average
lump charcoal. During research
conducted at a business planning Kingsford Charcoal TV Commercial
stage, Kingsford executives “HEY”
discovered that Hispanic social
gatherings rarely had an “end
time.” This insight led to several key business decisions. It was determined that Kingsford
Original’s longer burning product benefi t was ideal for Hispanics. Additionally, Kingsford
Matchlight’s “ready in 10 minutes” feature was also relevant to this consumer’s relaxed
approach to arrival times at informal gatherings. Matchlight’s 10-minute feature meant
the party could start as people arrived, no matter when they arrived — a meaningful
benefi t that aligned with the culturally-driven behaviors of this spontaneous segment.

*Adapted from approach used by Alma Hispanic Advertising