Of those surveyed:

-95% said that they target Hispanics (up 86% since a previous 2003 survey)

-45% said they were satisfied with the results of their multicultural initiatives

-55% said that they prefer to use a multicultural agency for their creative work.

In fact, satisfaction scores indicated that they are much happier with their multicultural agencies than those who rely on their general-market agency of record for multicultural work.

Let’s consider why that would be so. We use a phrase within CreataVivendi and within the industry: aculturalization. As you consider your own multicultural efforts, consider if you are really targeting the Hispanic segment – or any other segment – or are you simply translating your general market advertising into the Spanish language.

If your answer is the latter, then you are missing a HUGE opportunity.

At CreataVivendi, aculturalization is not just about bringing the Hispanic consumer into the general market, which is often the strategy of general market agencies. It is truly about understanding the motivations, desires, and needs of this segment and demonstrating that through marketing strategies whereby you create an emotional connection with the Hispanic consumer – any consumer really.

We find that emotional connection can be best accomplished by mapping an engagement strategy that builds deeper relationships with the targeted audience advancing the brand relationship.

What have been your experiences in targeting multicultural markets?