Sign up to receive our email announcements, news, helpful tips and opportunities from Jungle Communications.
January 14, 2020
Reaching into the Hispanic mind and spirit for advertisers is the great prize at this time, as we move into 2020. The thing of it is, is that Hispanics know this. They know it’s time they are recognized as a specific audience that needs to be marketed to in powerful Hispanic context ways. Yahoo conducted a study recently on third generation Hispanic millennials. One of the subjects covered was advertising. Over half of the study’s participants stated that companies were actually tardy in seeing that Hispanics are big shoppers and deserve unique advertising attention.
That is a pretty amazing observation that should make us sit up and pay attention. A huge number of Hispanic millennials are very aware that small and big companies are not paying attention to them as an ethic group with a great culture and language and extraordinary purchasing power.
By the end of 2020, the Hispanic purchasing amount is projected (by the Selig Center for Economic Growth) to reach $1.7 trillion. Businesses would and should love to be part of those transactions.
As Matthew Harris (Director of Sales at Yahoo who is an expert in Hispanic marketing) observes: marketing to Hispanics is not just about writing in Spanish, even if it is great copywriting. He says cultural identity is the much bigger factor over Spanish in media ads or outreach pieces. Why? Because half of all second generation Hispanics are bilingual, and just 23% (1 out of 4) of third generation Hispanics are bilingual. So, Spanish speaking is phasing down. It’s not out, of course, but its importance is relative to the audience.
To market to Hispanics Matthew puts an emphasis on online video content, which naturally emphasizes the cultural and entertainment context of the advertising. He observes that Hispanics love variety in their online video. Spanish can be used as punch points within the video variety context that is driving the cultural and heritage context.
January 1, 2020
Happy New Year to every one of us, to all the great peoples and cultures that form and catalyze the American experience. It’s now 2020, a year that metaphorically should be very clear seeing and perceptive.
Our country is now more multicultural and multilingual than ever, which means our diversity is richer. And just like an extensively variegated DNA pool for a species to draw upon is vital for a species’ evolutionary health, the diversity of a community and country contributes to its’ vitality, cultural richness, economic and social health, and evolution of its governance.
Multiculturalism is not at all a new phenomenon. We’ve experienced waves of immigrants into the U.S. since the nation’s founding and its first elections. And, of course, the terrible tragedy of the southern slave economy populated the country with African Americans – to the point that at the end of the Civil War there were 4 million African Americans as part of the American population, the super majority of those being recently emancipated slaves. They would very soon receive citizenship, voting rights and personal property rights.
Even in those days over a hundred and fifty five years ago businessmen and artisans and professionals were advertising to attract customers from specific language and ethnic or national origins: Irish, Germans, Italians, Latino, and others. And, as well, they were reaching out to the very large population of African Americans recently freed and striving to earn a living and having purchasing needs.
Recognizing diversity as a reality in the 2020 marketplace leads to utilizing advertising and outreach campaigns that are smartly and sensitively produced to attract buyers and convert them to brands that multiculturals see as being authentic to their lives and interests.
2020 will be the year that brand awareness steers very strongly to multicultural and ethnic identity advertising. The earlier your company is engaged in this process, the better positioned you’ll be for the kinds of buying and customer-loyalty commitments that this diversity approach empowers.
December 21, 2019
Understanding how a multicultural individual looks at himself/herself internally, and in the context of growing up in American society as a multicultural is certainly one of the most critical observation practices we can undertake in marketing to this very discerning, aware American population. Multiculturals are also, of course, very diverse. There is diversity within diversity, subgroups of diversity. So the comprehension of ethnic buyers by companies like ours who create marketing campaigns, and companies like yours who want to advertise to multiculturals need to include a clear empathy and as deep an understanding as possible of this American audience.
That’s why blog postings like one from Clifford Chi, a marketing expert, are useful. He writes as an Asian American, first generation from Taiwan, who grew up between his Taiwanese and American cultures. The Taiwanese side accentuates the family needs and academic excellence. The American side promotes (which he notes was outside his home) individualism and participating in extracurricular activities.
Chi writes that these two cultures were at war with each other existentially and ideologically. He was taught a certain set of values and principles by his parents, while his friends were cutting down Asian values and pulling him to more individualistic patterns of behavior. He rebelled in junior high, and identified as an American through and through and all that entails for a teenager, but also knew he was different.
By the end of college, which he attended in Scotland, Clifford was more aligned with Asian friends and Asian cultural practices and attitudes. He was proud to be Asian, and proud of Asian contributions to civilization, society and culture.
That change of perception and allegiance to his cultural roots while being of American culture at the same time (with all that stands for) stayed with Clifford into his marketing career. He notes that most companies (large majority) only market to the majority market in a given country, in this case the United States. Which he says translates into a very large number of companies, both small and large, not resonating with an enormous ethnic market.
He cautions companies that it is not a good idea to just try and boost sales with ethnic minorities. The other focus should be on acknowledging and celebrating at a fairly deep level the cultures, group interests and perceptions of these minorities.
December 14, 2019
As we’re in the biggest season for consumer buying, wherein tens of billions are spent on gift giving of small and big ticket items, this is an opportune time to look at the what-works question in multicultural marketing. Ethnic groups nationwide are making buying choices and spending money they’ve been saving or received a little extra for the Holidays.
Here at Jungle Communications, part of what we really look at is the overall psychological impact of the campaign: what is its intention emotionally, culturally and intellectually?
In presenting to diversity groups and reinforcing your brand positively, this questioning is essential, and is more critical than say advertising to mainstream audiences.
First, we look to give a diversity group a sense of power or an important sense of place in our greater fabric of population, both nationally or locally. A great part of connecting to ethnic audiences is creating the sense of their own identity, yet not going too far with it. It is a balance of what empowers a group in identity and what seems inauthentic or just plain salesmanship.
Second, there are subsets to look at. There are groups within groups. For instance within the Hispanic sphere, there are groups from different countries who have their own cultures and psychologies and interests. How do you reach all of those subsets? Or are you working to engage a specific segment of that market?
Third, avoid stereotypes like they are a marketing plague that will decimate your audience. Which it will. Whether it be a print ad, or a website banner or a video ad, if you’re indulging in stereotypes or other forms of too-cute-or-clever productions, the intended audience who is supposed to be buying a product or service, will turn against the ad and not buy a thing. The trick is to make ads or presentation pieces come from the heart to the audience, or from the heart of the audience - like they would make an ad if they had all the skills.
December 1, 2019
December is a month of multicultural holidays. It is probably the most ethnically diverse month of our calendar as so many different ethnic or identity communities celebrate some expression of this Holiday season. This, of course, includes Hispanics, who being almost entirely Catholic, are religiously celebrating Christmas. Asians, African Americans, and African immigrants from African countries may celebrate Christmas as a religious observance or as a time of gift giving and humanistic bonding, with special greetings and familial exchanges between families, relatives and neighbors. Jewish communities have the eight days of Hanukkah, which changes it’s start time in December each year—this year being December 22.
Just going out to the local shopping areas in our cities and towns across America is a vibrant, living display of the incredible richness of our diversity, of diversity within diversity, really. Within five seconds of stepping into a mall or shopping square or a major store, you’re going to see a half dozen to a dozen ethnicities.
And all these groups are shopping and buying, and are being influenced by advertising and outreach campaigns designed to resonate with their ethnicity, their cultural inheritance, their language, their ways of perception and making decisions.
They are very smart, observant and know when advertising to them is cynical or genuine, whether it represents them well as a people or is just trying to sell to them. That’s part of our job here at Jungle Communications: to create and craft presentations that are authentic and grasped as such by the audience we’re trying to reach.
Happy Holidays, everyone.
November 15, 2019
Let’s start with a fact that we here at Jungle Communications put a lot of thought into for our clients, and, as well, to keep on top of the most powerful multicultural marketing statistics and demographics.
Here’s the fact: Asian Americans will spend $1 trillion dollars in the U.S. in 2020. That’s an enormous, stop-in-your-tracks number. And, obviously, the question for you as a company that wants to market to Asian Americans is how does my company best create brand awareness and sell to the Asian American audience?
This is the touchstone of diversity marketing: what are the contemporary ways we as service providers and product sellers can reach an audience with very specific cultural identities and references, and persuade or inspire them to buy?
The increase in the Asian population in the U.S. since 2010 is double that of individuals coming to the country from Latin America. There has been an increase of Asian immigrants to the tune of 2.6 million over the past 10 years. They’re here on visas or on a path to citizenship. They come from a wide variety of countries in Asia.
That doesn’t even include the tourist market. Chinese tourists visiting America spent $33 billion on tech gear alone last year.
The 2020 markets for marketing to Asians are hot: tech, beauty, food, fashion, entertainment, music, big ticket items, household items, and much more.
2020 is coming up fast, and it’s a good time to talk to us at Jungle Communications about your needs.
November 15, 2018
Jungle Communications, Inc, announced the opening of a brand new office in Los Angeles at the Gas Company Tower in downtown L.A. to develop relations with Metro Rail and local area businesses working on Measure-M. Jungle brings to the table a host of services, including project management, digital outreach, and technology solutions.
Site Design and SEO: JRA of Jungle Communications
Copyright 2019 © Jungle Communications