Real Recognize Real: Reaching A Multicultural Target

Another article I found of interest on Ad Age's website tackles the issue of authenticity in advertising. How do advertisers effectively market a product to a specific cultural segment of the population? This question is valid when asked of any segmented market--white, urban, businessmen in their late 30's, Latina working class women in California, African American teenage males in Atlanta, the stay-at-home-mom in suburbia. Regardless of the group, there is a specific and more effective way to market to each one without basing advertising techniques on stereotypes, assumptions, or the "models" already seen in popular culture.

The above question is even more pertinent, however, when applying it to multicultural (and underrepresented) segments of the population. I read a quote in an Ad Week online article by Marty Markowitz that states, "The buying power of African-Americans is expected to exceed a trillion -- yes, trillion -- dollars over the next several years, yet they represent less than five percent of the advertising industry workforce."  I could write a separate blog on that quote alone, yet I mention it to comment on the fact that African Americans, for example, are an important factor in the commercial world and should be represented as such in the advertising job market.  I'm not advocating that they be "singled-out," when marketing to or when working in an agency, because apparently that has negative connotations and "divides us" (as stated by a commenter on the Ad Age article), but rather that their needs be considered by advertisers when marketing products.

I'm also not advocating political correctness, which is usually insincere in my opinion, but I'm encouraging advertisers to be accurate and honest when trying to connect with a multicultural market.

So how would ad agencies do this?  How do you reach, say, the African American population in Atlanta, in an authentic and non-stereotypical fashion?  I have two suggestions; someone else please feel free to offer others.

1. Hire and promote advertising creatives who proportionately reflect the diverse and multicultural population of the U.S.  The quote by Markowitz, the president of the Brooklyn Borough (see article), highlights the current discrepancy. Having a culturally diverse workforce is crucial to bringing multiple and different perspectives to the ideas that are the basis for ads. A creative team of five white men in their 50s probably don't have an accurate

 understanding of the cultural nuances of a young Latino community in Texas.

Of course, ad agencies must take it a step further from this point.  Don't assume that your African American art director understands everything about the African American population in Savannah, unless she grew up in Savannah.  This is only one step in a plethora of actions advertisers should take to better understand a segment.  Also implement my next suggestion.

2. Perform thorough market research.  It would seem to me that a practical and relatively inexpensive way to know and understand the wants, needs, and expectations of a targeted market is to go out and talk to them. Conduct some focus group sessions; listen, observe.  Maybe cast someone from that particular community in the commercial you're shooting.  Pick up and read a local black magazine--I don't know.  The point I'm trying to make is immerse ad professionals in the culture, learn something, and then get together and brainstorm.  And when an ad is created, run it by someone from the target market you're trying to reach (not someone in the agency).  And please, please stay away from current mainstream media representations.  I guarantee you'll get it wrong if you use MTV's "Flava of Love" as an example.