marketing "white bread" in a 12 grain world
DESCRIPTION
There is increased ethnic diversity in Canada, especially in the GTA which will require a change in how we view this market. Visible minorities will be visible majorities in the next 20 years. Is your organization positioned for continued growth?TRANSCRIPT
Marketing “white bread” in a 12 grain world
Bhupesh Shah, B.Sc., MBA | ethnicomm inc. October 17th, 2011
Image: Rawich / FreeDigitalPhotos.net
Agenda
What does diversity mean right now?
A 12 grain world
Stuff that messes up the traditional marketing approach.
Marketing Impact.
Marketers that get it.
140+ languages and dialects
Source: http://www.flickr.com/photos/qmnonic/
31% don’t speak English
or French @ home (City of Toronto)
Sou
rce:
htt
p:/
/ww
w.f
lickr
.co
m/p
ho
tos/
hu
ssei
nab
dalla
h/
(City of Toronto)
South Asians and Asians - the
most visible of the visible minorities
In 5 years, 50% of the
GTA will be comprised of
visible minorities
of the residents of the GTA will be South Asian, exceeding all other minorities by far (StatsCan)
in 20 years
Photo courtesy: Shanu & Karim
~25%
of the region's population will be from a visible minority community (StatsCan)
in 20 years
Photo courtesy: Shanu & Karim
~67%
Marketing “white bread” in a 12 grain world
Source: http://www.flickr.com/photos/10413717@N08/
will leave out
over
2/3
of the potential market
“70% of the retail
sales growth in Canada
over the next decade will
likely come from
visible
minority groups” (CIBC)
Source: http://www.flickr.com/photos/jasminepettersen/
Top 5 mother-tongue languages
Source: http://www.famouslogos.org
Chinese (420,000)
Italian (195,000)
Punjabi (138,000)
Tagalog (114,000)
Portuguese (113,000)
Top 5 visible minority groups in Toronto (2006 - % of population)
Immigrants go from poverty to “near” Canadian average income levels in about 4 years
larger households, more dual-parent families and more multiple-family households
greater incidence of homeownership
Source: http://www.freefullhdwallpapers.com
Education is a top priority! (% with University Degree at Bachelor Or Above)
0 5 10 15 20 25 30 35
Black
Southeast Asian
White
Canada
Latin American
South Asian
Chinese
Filipino
Source: Statistics Canada
Prof. Richard Day, Department of Global Development Studies - Queen's University
Source: http://www.queensu.ca
The idea of a minority is
going to have to shift or it's going to start
getting more and more ridiculous to talk
about a minority of people who in fact are
the majority…
visible
Pho
to c
ou
rtes
y: N
iki P
ham
; htt
p:/
/ww
w.f
lickr
.co
m/p
ho
tos/
lap
ham
nik
ita/
High/low context cultures; family; values; religion and other stuff is killing
our traditional approach.
The Harpers are on to something…
Source: http://www.ipolitics.ca - THE CANADIAN PRESS/Sean Kilpatrick
The face of Canadians is changing
"Soon a larger share of this visible minority population will be people actually born in Canada…children of immigrants or grandchildren of immigrants.” Laurent Martel
Source: mtvdesi.com Statistics Canada: Projections of the Diversity of the Canadian Population, Catalogue no. 91-551-X
Affluent minority “socialites” exist even if they’re never shown in the National Post!
Photo courtesy: Shanu & Karim
A lot remains unsaid
Non-verbal communication
/ cues important
Interpersonal relationships
important
Trust before transactions
High Context Cultures: ME, Asia, Africa
and Latin America, Mediterranean, French-Speaking Canada
Collectivist – family/peer group has influence on purchasing decision
Intuition over facts but still asks a lot of questions
Feelings over rational
Flowery language; like stories and storytelling
Indirect / Formal
Tradition/History important
Prefer f2f interactions
Indian Standard
Time Mañana
Low Context Cultures: English Canada/USA, much
of Western Europe
Individualistic
Fact based decisions over intuition
Action oriented
Precise, brief, blunt, direct
Logical
Words speak for themselves
f2f not as important as getting everything clear and documented
Time very important – things measure by time/productivity
Family Values
marriage
nuclear family or partially extended family
“old-fashioned” economic relationships (wife @ home)
HH income pooling
male inheritance; parents may stay with elder son
Source: http://en.wikipedia.org
Religion
Chinese New Year
Lohri (Buddhist / Hindu / Sikh)
Easter
May 24 weekend
Ramadan
Eid-Al-Fitr
Diwali
Christmas
Finance
prefer to seek financial advice from someone who understands the cultural nuances that may affect their investment goals
“enduring loyalty and word-of-mouth” can be had
saving for long-term goals is ingrained into the culture – no need to make that sales pitch
Sources: http://www.flickr.com/photos/newtown_grafitti/; “A Self-Imposed Barrier for Advisors Serving South Asian Clients”, AdvisorOne Oct 9, 2011. Web
Time to broaden our palate
Image: Paul / FreeDigitalPhotos.net; Photo courtesy of: Brown Man Clothing Co.
Best Buy doesn’t get it…
Source: http://www.youtube.com/watch?v=iVuS4jspUVU
Our traditional marketing messages – headlines, copy, commercials…are FAST messages
doesn’t work as well on high context “slow” cultures
takes time to build relationships but they are generally deep-rooted/ longer lasting
Source: http://www.flickr.com/photos/httpoldmaisonblogspotcom/
Trudeau effect – Liberal party
Our traditional marketing messages – headlines, copy, commercials…are FAST messages
Source: http://www.flickr.com/photos/httpoldmaisonblogspotcom/
How do I do this
Image source: http://www.flickr.com/photos/dreamsjung/
Targeting high context cultures online
Würtz, E. (2005). A cross-cultural analysis of websites from high-context cultures and low-context cultures. Journal of Computer-Mediated Communication, 11(1), article 13. http://jcmc.indiana.edu/vol11/issue1/wuertz.html
low context: fast message culture, flat structure is the norm; straight
text for navigation
Targeting high context cultures online
portray collectivist values
pages should be diverse and hierarchical
EN FR…now multicultural pages - Chinese, Punjabi,
Tamil tabs
use of imagery vs. straight text for
navigation
focus of people and product
together
Würtz, E. (2005). A cross-cultural analysis of websites from high-context cultures and low-context cultures. Journal of Computer-Mediated Communication, 11(1), article 13. http://jcmc.indiana.edu/vol11/issue1/wuertz.html
Source: http://www.tdcanadatrust.com/newtocanada/southasian/
Source: http://www.tdcanadatrust.com/newtocanada/chinese
Long-term perspective: Lifetime value of a customer
retention
discounting is not the only way
repeat sales
upselling
Visible minorities are not all the same
Demographic segmentation
Psychographic segmentation
Savings/Investing mentality
Prestige conscious
“Succeeder” lifestyle
Higher education levels
Behaviour segmentation
lifestyle
purchasing patterns
where/how do they spend their time?
condos and monster homes
Benefit segmentation
How are your products being used or not used?
What does the customer need or desire?
Source: Philip Kotler, Marketing Management 13th edition
How do you want to be perceived in the minds of the visible minority target market?
Why are minority smaller companies targeting minorities this large market? Where are the big brands?
Kraft Gets It
Source: https://www.facebook.com/video/video.php?v=10150562415355401
State Farm Insurance gets it
Source: http://www.youtube.com/watch?v=kd_4Mi25jNk&t=9s
Wal-Mart gets it
Source: http://www.youtube.com/watch?v=3ivNDf7sISY
Rogers gets it
Source: http://www.youtube.com/watch?v=gCmd6wfPWtg
Go 12 grain! It’s better for your long-term health!
Source: http://www.flickr.com/photos/recyclethis/
Twitter: @ethnicomm
Facebook: ethnicomm
LinkedIn: bgshah
416.720.1205 | 888.927.8881