CreataVivendi - Blog
A Multicultural Agency in Central Pennsylvania
Opportunities not restricted to Texas, Florida, Los Angeles and NY or even the US

Posted by Chris Edwards on 7/14/2008 10:51:22 AM

As news of our entry into the multicultural market has come up in discussion with current and prospective clients, the initial reaction has been understandably mixed. While some are aware of the opportunity that the market offers, others are bewildered by our decision. Further discussion with each group yields some interesting insight with regard to awareness of the potential market.

The group that is aware of the multicultural market has an automatic assumption that this means international sale and distribution to Central and South America. But they overlook the $900 billion existing multicultural market in the US that is estimated to grow to $1.2 trillion by 2010.

The group initially bewildered by our decision to enter the multicultural market completely changed their opinion once they understood the significance of the opportunity, both in the US and internationally.

Both groups contain smart, sophisticated business people, but lack of knowledge of the multicultural market resulted in a narrow view of the opportunity, and understandably so. Through client education we will assist our clients identify opportunities and avoid risks.

Too often a general market strategy is applied to the Hispanic market with no more than a Spanish translation. Little effort or thought is put into understanding how this audience will receive it. While terms such as “Latin America” or “Latinas” or “Mexicans” are used to describe this broad audience, differences in national heritage, culture and even language make this simplistic description perilous. Knowledge of the different countries and their culture is imperative to avoid risks.



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