Are We Missing The Mark With Multicultural Marketing?

What do you think when you hear the term "multicultural marketing?" If you're like most people, you might think Hispanic/Latino marketing, AfricanAmerican/black marketing, Asian American marketing, etc. The problem with focusing on these specific subgroups is that in doing so we are merely practicing multiethnic marketing, not multicultural marketing. I'm not denying that the cultures between these groups are often different, but ask any sociologist or anthropologist and they will tell you that culture is much more complex than the classification of ethnicity and/or race. Both Tiger Woods and I are black, but we have completely different cultures, and the same marketing strategy will not have the same effect on us. We have wildly different socioeconomic, geographical, and educational backgrounds. Pet owners have cultural aspects that are unique to them. So do comic book collectors, moviegoers, etc.

That's misuse of the term multicultural in multicultural marketing is sad, because, in practice, it has the potential to be an extremely powerful method of disseminating a message to, and communicate with, various groups much more effectively than is possible with a general market strategy. This is especially important when we need to deliver information, get feedback, or engage in open dialogue about issues such as education, healthcare, political, or community opportunities with people who might otherwise not be able to receive or understand the messages. True multicultural marketing allows niche business and niche products to better serve its target audience by understanding exactly what they need to provide. If you're doing multiethnic marketing now, that's great. Now the challenge is to delve deeper.

 

Remaining Positive In The Workplace

Never lower your standards because those around you have. It's easy to start showing up late to work, reduce your productivity or have a negative attitude if people around you are doing the same thing. Remember, everything you do is a reflection upon YOU. Are you going to represent brand YOU or follow the crowd? Maintain a positive attitude and do the things you know you need to do. Stay productive, focused, courteous and organized. In other words, stay true to yourself. Eventually it will be recognized. If the work it takes to be those things outweighs the long term benefits, it may be time to find something or a someplace for which you have more of a passion.

What do you think? I know it's hard to be positive all the time. What suggestions do you have? Is there anything you would like to add?

Broken Windows, Broken Business

Marketing is not designed to cover up problems inherent in a business. As a marketer, I am often asked how to make a product or service sound better than it is so people will buy it. Why should I make something sound better than it is? People hate to be deceived. The first thing I ask is what can be done to make the product be better, not sound better. Today, people have options. If you don't want to run Windows, get a Mac. If you don't like the new "Apple", use a distribution of linux. If you don't provide the product or service the end user wants, somebody else will. In cases you have a product that somebody needs, but they either don't want it or understand why it's important (e.g. life insurance) the first thing that you need to do is build  a superior product and then educate your target market on the benefits of the service.

A weak product is the worst marketing and PR you can have, well, next to horrible customer service. Whether your product is, focus on making the best quality product possible with the end user in mind. Word of mouth advertising is much more effective than anything you can pay for. Once you have a product that you full ystand behind, ask me how we can work to get the word out.

The True Mark Of A Leader Is Knowing When To Follow

Why are you trying to do that by yourself?

Sometimes, the true mark of a leader is knowing when to follow. We are taught from early on that leadership is to be valued and followership dismissed. We vote student body officers and make heroes out of historical figures based on their courageous acts, intuition, dedication and, you guessed it, leadership. While these characteristics are to be acknowledged - even celebrated, knowing how to let somebody take the lead when they are better suited is a sign of true leadership capabilities.

Letting go of control is always difficult, yet many times, is the right thing to do. Many companies have become irrelevant and fallen because the CEO doesn’t know when it’s time to hand responsibilities over to somebody who is more in tune with the current climate. Generals have lost battles because they commanded when they shouldn’t have. It can be difficult to think beyond yourself. Leading in a situation for which you are not qualified only exposes the fallacies that are inherent in every human being. Everybody has their strengths and weaknesses. True leaders know this and embrace it. When it is their time to lead, they lead. When it’s not, they select the best people for the job.

Stepping aside, whether temporary or permanent, doesn’t make you irrelevant. It makes you responsible for allowing the best course of action to take place. It makes you a hero.

Are you being the best leader you can be?