Electronic Retailer - April 2012 - 20

ASK THE EXPERT

BY TIMOTHY HAWTHORNE

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20

4 Ways to Kick Your Cross-Cultural DRTV Campaign Up a Notch

The nation’s rapidly growing and ethnically diverse citizenry presents real opportunities for companies that take the time to get to know their target audience and then wrap DRTV campaigns around their varied preferences. The diversity trend also poses serious challenges for companies that think a language translation tool and a few hours of remnant media time purchased on Univision will drive their cross-cultural campaigns. Using the venerable “Chevy Nova” story as an example (GM’s Latin American campaign managers didn’t pick up on the fact that nova translated into “no go” in Spanish), there’s just no substitute for in-depth market, consumer and industry research when developing campaigns for diverse audiences. It may sound like a lot of work, but the payoffs are impressive. Consider the sheer number of Hispanics living in the U.S. According to the U.S. Census Bureau’s most recent data this segment’s number has reached nearly 50.5 million. These consumers represent 16 percent of the nation’s total population and make up the fastest-growing minority group in the U.S. The list of brand marketers already tapping into this market is long and includes biggies such as H&R Block, the National Football League and Lincoln Mercury, the latter of which recently introduced actress Salma Hayek in its first Spanish-language celebrity ad campaign. DRTV marketers have equal opportunities in these markets, but only if they can develop campaigns that speak to these audiences in their own languages while factoring in buying preferences, buying habits and cultural nuances. Here are four tips that marketers can use to kick their cross-cultural campaigns up a notch: 1. Don’t assume that the population is homogenous. If you’re targeting the Hispanic market, don’t forget that your consumers hail from Mexico, Central and South America, Cuba, Puerto Rico and other countries. And there are 17 major cultural groups that fall under the Asian-American umbrella, and each has its own language and customs. Each of these sub-groups has its own dialect, preferences, cultural nuances and other idiosyncrasies. Instead of painting your audience with a broad brush, take the time to learn about each group and come up with a targeted campaign for that audience. 2. Use a mix of advertising mediums. Your diverse consumer groups watch TV, and they also use the internet and listen to the radio. For example, the Association of Hispanic Advertising Agencies reports that Hispanics spend almost five hours per week online; watch 18 hours of television per week (approximately 50 percent of it in Spanish, so don’t overlook the value of excellent translation or, even better, an original production in Spanish) and listen to 15 hours of radio (also half in Spanish).

3. Learn the difference between “native born” and “immigrant.” There are two groups of Hispanics in the U.S.: native-born Hispanics who have lived exclusively in the U.S. and immigrants. These two groups are usually very different in their consumer behavior. Those who speak English fluently tend to be familiar with mainstream American culture and have buying habits similar to nonHispanics who have spent most of their lives in the U.S. On the other hand, the immigrant population is more likely to use Spanish-language media and would prefer to shop where employees speak Spanish. Be aware of which group of Hispanics you are targeting – fluent English-speaking Hispanics, immigrants or both – and plan your marketing campaigns accordingly. 4. Do your homework first. No matter how time-sensitive your campaign is – or how excited you are to take it to a new level – you must research your target market first. Do this by talking to other companies that are already successful at cross-cultural marketing, reading about it in online and offline publications and chat boards, and doing the necessary market and consumer research. Then, create a plan of action based on the information you’ve learned, plus your own company’s resources and budget, before jumping in. One final tip: Don’t look at cross-cultural marketing as a fly-by-night attempt at beefing up your DRTV and/or online sales. Instead, make a true commitment to the new markets, recognize their value, and make them an integral part of your company’s overall success. Timothy Hawthorne is founder, chairman and executive creative director of Hawthorne Direct, a full-service DRTV and new media ad agency founded in 1986. Since then, Hawthorne Direct has produced or managed more than 800 direct response TV campaigns. Tim is a co-founder of the Electronic Retailing Association and is the author of the definitive DRTV book The Complete Guide to Infomercial Marketing. Tim was honored with the prestigious Lifetime Achievement Award by the Electronic Retailing Association in 2006.

electronicRETAILER | April 2012

Electronic Retailer - April 2012

Table of Contents for the Digital Edition of Electronic Retailer - April 2012