MULTICULTURAL MARKETING: 10 ETHNIC GROUPS Wednesday, April 26, 2006 INTRODUCTION Ethnic event programs have traditionally focused on Hispanics, Asians, and Blacks. And with good reason, as the three groups make up the majority of non-Caucasian households in the U.S. But smart marketers need to take a closer look. Deep inside these groups are sub-niches that may not respond to broadly targeted event initiatives aimed at general ethnicities. There is a new wave of potential consumers building communities and needing your goods and services to make their American Dreams come true. Eleven ethnicities for your radar screen, courtesy of Tony Dinkins, president of Yonkers, NY-based event specialist Unlimited Events & Marketing (unlimevent@aol.com). DOMINICANS The background. The island nation of the Dominican Republic makes up the eastern two-thirds of the island of Hispaniola. The official name of the Spanish country is Republica Dominicana. The population is 7.5 million. The number of Dominicans in the U.S. is estimated to be more than one million. The opportunity. All Spanish-speaking communities are not the same. The increased numbers of Dominicans in New York City, Boston, and Florida has resulted in festivals drawing more than 100,000 a day. What you need to know. Merangue music is king with this group. Music festivals and concerts are strong draws. Much of the social interaction is centered around family. What works: Traditional media vehicles such as Spanish radio, TV, and print must be supplemented with on-the-ground street marketing. Dominican music acts have not been fully utilized as endorsers and spokespersons. Sporting programs that this group follows with a passion are Baseball and Boxing (Basketball is on the rise). What doesn’t. General Latino or Hispanic efforts. FILIPINOS The background. A southwest Pacific Ocean island country, The Philippines is located in the southeastern portion of Asia. The country consists of more than 7,000 islands, although only about 1,000 are inhabited. The 80 million people live in small communities throughout those islands, which has created a variety of languages, customs, and ways of life. There are 2.5 million Filipinos living in the U.S. They are concentrated in the west around the greater Los Angeles and San Francisco Bay areas, as well as in communities in New York City and Chicago. The opportunity. Filipinos are very organized, enjoy culture, and understand the dynamics of corporate marketing. They dig community events and activities that respect their history and add orderly excitement to their lives. Partnering with cultural organizations provides tremendous access to this segment. What you need to know. Family is the cornerstone to all social activities. Programs that feature folk music, dance, and other cultural elements are a plus. Movie stars and A-list entertainers from the Philippines are larger than life in this community (Britney? Britney who? We don’t know any Britney). What works. Concert promotions with Filipino stars and movie promotions are excellent means to target this group. Cultural family festivals provide solid market intelligence and can induce trial of a good or service. What doesn’t. General Asian efforts. Filipinos consider themselves separated from the “Asian” world. Make them feel as though you’re reaching out to them, and only them. GHANAIANS The background. For those who received a D in Geography, Ghana is a West African country sharing borders on the north with Burkina Faso, on the east with Togo, on the south with  the Atlantic Ocean, and on the west with  Côte d’Ivoire. Ghana became the first black nation in sub-Saharan Africa to achieve independence from colonial rule. The population (around 19 million) is divided into 75 ethnic groups. About 70 percent live in the southern half of the country. English is the official language and, along with several local languages, is used in day-to-day life. The most widely spoken local languages of the nine that are spoken are Ga, Dagomba, Akan, and Ewe. Traditional religions account for two-fifths of the population. The Christian population accounts for another two-fifths of the total. The Muslim population (12% of total) is located chiefly in the northern part of the country. Just under one million Ghanaians live in the US. They reside in New York City, Chicago, Washington, DC, Atlanta, and Boston. The opportunity. The Ghana community has organized themselves under a National Council of Ghanaian Associations, which acts as a governing body for various Ghana sects in New York, Chicago, and Washington, DC. The governing body provides an excellent entry point to target the segment. In addition, religious institutions are very active and provide a catalyst for live programs. What you need to know. It’s very challenging to navigate the various associations and community groups. An excellent starting point is the NCGA, which can provide coverage and communications across their member groups. What works. Face-to-face marketing. You have to establish a relationship that can create trust with this group. That trust is built over time and requires a hands-on approach. It helps to have in-house marketers or agency partners familiar with community relations development. What doesn’t. Trying to force an event without obtaining buy-in from the gatekeepers will not foster the word-of-mouth necessary to succeed. GUYANANS The background. Located on the northeast coast of South America, Guyana is a tropical land with large sugar plantations and small rice farms. East Indians and African descendants form the largest of its residents. The opportunity. Steady population growth has created a strong base of Guyanan-Americans who continue to follow Cricket. They are also participants in Carnival events in the U.S. and Canada. What you need to know. The diversity in this community requires understanding of the East Indian and African descendants’ cultural differences. Each community member has a very distinct cultural dynamic. What works. The segment rallies around Cricket matches and comedy shows that tour North America bringing social commentary and political satire from Guyana. Special note: Use the word “lime,” which involves staging a get-together for family and friends. What doesn’t. Grouping together with a general Caribbean effort will miss the target. Efforts have to be on the ground and culturally sensitive.  HAITIANS The background. Haiti covers the western third of the island of Hispaniola, which lies between Cuba and Puerto Rico in the Caribbean Sea. It is the oldest Black Republic in the world. In addition, it is the second oldest independent nation in the Western Hemisphere. (Only the United States is older.) The opportunity. Haitian communities are growing stronger every year. These consumers are extremely brand loyal and support brands that support their cultural interest. They flock to major festival programs (which have little sponsorship support). What you need to know. The Haitian culture is very unique (they speak a version of Creole). Haitian music stars are extremely influential and are underutilized by marketers. What works. Traditional media outlets are beginning to get their attention. Use a combination of Haitian-flavored print, radio, and street events to penetrate this segment. What doesn’t. Using French ad copy is effective, but translating it into Creole is even better. Brands must stage face-to-face programs to build trust and establish relationships. INDIANS The background. The population numbers in India are topping out at more than a one billion people. The national language is Hindi, spoken by a third of the people. English is spoken and used for national, political, and commercial communication. There are 14 other official languages. Many of the Indians in the U.S. live in New York City, Chicago, and Detroit. The opportunity. Obtaining brand loyalty with this group has the potential of accessing one of the largest markets in the world. Fashion, music, and food are the keys to social outings. Movies, especially, are very popular. What you need to know. Marketers must execute programs that communicate with this group rather than simply creating impressions. Make sure staffers have appropriate language skills with which to educate consumers. This group is business-savvy. What works. Sponsorship of festivals and business expos. What doesn’t. Not doing your homework. Start by cultivating relationships with community leaders. JAMAICANS The background. An island nation in the West Indies, Jamaica lies about 480 miles south of Florida and is the third-largest island in the Caribbean. Jamaica’s official language is English, but most Jamaicans speak a dialect called Patois. More than 80 percent of the people are Christians. The estimated population numbers are 2.5 million. Jamaicans living in the U.S. are estimated to be upwards of one million. They reside in large numbers in Florida, New York City, Washington, DC, and Atlanta. The opportunity. Jamaicans are trendsetters whose images and style influence the local Caribbean communities here as well as back home. They are highly educated with a large percentage of home owners.  What you need to know. This group is passionate about their history and dedicated to family and extended family members. Huge participants in Soccer, Track, and Cricket. What works. Reggae festivals with underground headliners and an urban edge. Sporting events featuring Soccer, Cricket, and Track. Efforts that support education and health in local communities are big winners. What doesn’t. Mainstream Reggae concerts attract more of a general market crowd and prove a turn-off to true Jamaicans. KENYANS The background. The equator lies across Kenya on the East Coast of Africa. Somalia, Ethiopia, and Sudan are to the North, Uganda at the West, Tanzania at the South, the Indian Ocean due East. The population is made up of 40 ethnic groups. The Kikuyu is the largest group (20%). The “official” language is English, although the “national” lingo is Swahili or Kiswahili (there are 42 languages total). The number of Kenyans in the U.S. is estimated to be more than 300,000, primarily living in New York City, Washington, DC, Boston, Minneapolis, and Chicago. The opportunity. National tours of native Kenyan musical artists in major U.S. cities are popular with this group. Due to a lack of sponsors, growth of these grassroots tours has been slow. What you need to know. Trends begin in the U.S. and are transmitted to the Mother Land. Translation: Brand loyalty established here with regard to U.S. brands is spread to family and friends back home. (Just remember, that applies to both positive and negative loyalty.) What works. Kenyans celebrate many traditional American holidays and use these times to gather together and reinforce cultural and social icons. Family and education is extremely important to this group. Events targeting outdoor/indoor family-themed festivals and university programs hit the bullseye. What doesn’t. Using a promoter to execute in local markets. Get a short-sleeves manager  who knows the target to generate trust. NIGERIANS The background. Nigeria has the largest population in Africa (133 million) and is a diverse country with more than 250 ethnic groups, the largest being the Hausa and Fulani (29%), Yoruba (21%), Igbo (18%), Ijaw (10%), and Kanuri (4%). The official language is English, although Hausa, Fulani Yoruba, and Igbo are spoken. The religious makeup of the country is Muslim (50%), Christian (40%), and indigenous beliefs (10%). The vast majority of the one million-plus Nigerians living in the U.S. hold court in New York City, Chicago, Houston, and Los Angeles (with growing numbers in other smaller cities). The opportunity. This untapped and untargeted market segment is filled with sophisticated consumers who look for value and understand the growing importance of their buying power. Event organizers must understand their events are one of the few marketing vehicles to talk face-to-face with this segment. A growing event-related draw is religious conventions that attract Nigerians from all over the U.S. and Canada. What you need to know. One of the most important dates for Nigerians is Independence Day (October 1). Every Nigerian community  has some form of celebration. Family and education are passions for a group that still maintains many of their traditional values and outlook on life. What works. There is integration with the general population in social settings, nightclubs, and African-themed festivals. However, Nigerian-themed social programs are extremely popular when word-of-mouth is the main marketing tool. If you can create buzz about a brand within this group, word-of-mouth becomes the stamp of approval. One of the largest and most popular events is the mobile Nigerian Reunion, which moves from city to city each year and draws Nigerians from all over the world. What doesn’t. Over the top “African Theme” creative is hit or miss. The one-size-fits-all approach will not work here. Traditional marketing without a street/field component is a wasted spend. Don’t ignore the diversity within the segment. TRINIDADIANS The background. Trinidad is made up of two islands in the West Indies close to the northeast coast of South America (and situated in the Caribbean). Over 40 percent of the country’s people have Black African ancestry. About 40 percent are descendants of India. English is the country’s official language, but French, Spanish, and Hindi are also spoken. Many people speak Trinidad English, a form of English with French and Spanish influences. Trinidadians in the U.S. reside in the New York City area, as well as Washington, DC, and Florida. The opportunity. Say it with us: “Carnival, Carnival, Carnival!” Trinidadians go totally crazy for annual Carnival festivals and parades in every major city in the U.S. What you need to know. Trinidadians  are proud that their country has the distinction of creating the only new instrument in the last century, the pan. They know the pan, use the pan, talk about the pan—got to lovvve the pan. What works. Targeting through Carnivals is dead on. The events are about soca, pan music, and brightly adorned costumes—things any marketer can attach to and make some brand noise with. The nightlife around the Carnival season is an excellent opportunity to reach this segment after the events close down in the evening. What doesn’t. Grouping them together with a general Caribbean event campaign. You have to talk to this community with clear and direct messages. VIETNAMESE The background. The population of Vietnam is concentrated in the Red River Delta in the north and the Mekong River Delta in the south. Although Vietnam has a number of ethnic groups, most of the people are classified as Kinh—that is, ethnic Vietnamese. The opportunity. Tet is the most important Vietnamese holiday. It celebrates the beginning of the Lunar New Year, which usually falls at the end of January. Tet festivals occur wherever there is a Vietnamese community. They are filled with traditional music, dance, and food. What you need to know. Many of the communities are wary of outsiders—and brands. The festivals are the best way to reach this crowd. Family is extremely important. What works. Presence at events with proactive and culturally sensitive staffers to communicate messages. What doesn’t. Mass messages and American-flavored event campaigns.