Multicultural Marketing

Multicultural marketing is becoming more, well, multicultural!! Most of my clients have become more interested in diversity over the years as multicultural marketing becomes status quo in marketing, rather than just a late, extra addition to a plan. Last week I was in a meeting where we were discussing nuances among distinct ethnic groups especially in Chicago. Here are some interesting facts I learned:

• The digital divide with African Americans is shrinking – not because more African Americans are getting home computers, but rather due to the growing popularity of smart phones.  
• Also due in part to smart phones, social media has become a major factor in how African Americans communicate and expect to receive information.  
• Latinos typically have more family members living in their home, which means they consume products differently – for example, they may have multiple refrigerators in their home.  
• Often Latino households have someone up all hours of the day and night due to alternate work schedules (shift work, etc.) so they consume more electricity than the typical household. 

But there is more to multi-cultural marketing than Latino and African American audiences. You may have seen, like I did recently, this interesting fact on Taxi TV. Chicago has the largest Polish-speaking community outside of Warsaw.  The Polish community also has its own characteristics. Because electricity is so costly in Eastern Europe, many Polish immigrants are already used to reducing their energy use, such as turning off the lights (and heat) in unused rooms or running the dishwasher or vacuum cleaner at night.

These are just a couple examples of cultural nuances seen within the diverse communities in Chicago. We are in an age where micro-marketing campaigns and localized, one-to-one communications have become standard components of any consumer marketing plan. Consumers have come to expect messages that are not tailored to their particular needs.  Not considering these variations may have an impact on the success of your consumer marketing initiatives.

The New/Old Media

I recently read a very informative article on “19 tips for Building an SEO Strategy for Ad Agency New Business" by Michael Gass, michaelgass@mailvresp.com.

As a veteran of the Direct Marketing business I have often thought of the similarities of the DM business and the Internet or Web-based businesses. They both speak directly to the consumer or selected audience based on the products and services that they want to market or sell to. The audience identification, which is the backbone of all successful marketing campaigns, is crucial in the Internet or Social Media world. Some other similarities that I noticed in this article by Michael Gass are outlined below. Using today’s terms I have highlighted related terms that apply to my business training.

Benchmark – Know what your current page rank is and continue to monitor it with tools such as Alexa and the Google Tool.
Corresponding DM Term – Control Package or Response Rate for the Control Package.

Blog Refer Log – Visitors to your site and where they are coming from.
Corresponding DM Term – Response Analysis.

Meaningful title and/or a descriptor statement. 
Corresponding DM Term – Teaser copy on an outer envelope.

Domain Name.
Corresponding DM Term – Product title or what your company does.

Fresh Content.
Corresponding DM Term – Interesting copy!

The more I learn from this new media the more it makes sense. It sinks in when I am able to relate it to what I already know – the trick is being open-minded enough to see the power of this new/old media. The one item that I am totally enamored with is the viral nature of this new media. I don’t ever recall a person sending along a direct mail letter or a free-standing insert to me.

New Year. New Energy.

Leo Burnett "When to take my name off the door" from Lobo on Vimeo.

I had read this speech a number of years ago, it is the speech Leo Burnett gave himself in December of 1967 announcing his retirement. Some pretty lofty goals and probably not even achievable today, but a great way to re-energize at the beginning of a new year. Oh, and the animation is pretty darn cute, too.

Officially Certified...

As a WBENC-Certified Women’s Business Enterprise! Maybe you thought the headline would lead into a different opening line, but this post is all about the good news that Eire Direct has received our certification as a diversity supplier.

Most business people already know how important diversity supplier relationships are to corporations and government agencies. The programs and policies of these certification groups are designed to expand opportunities and eliminate barriers in the workplace for women business owners, as well as to encourage companies to engage minority and diverse business partners. For Eire, the certification means that our current clients can obtain credit for the work they currently do with us and that new doors may be opened with potential clients seeking to expand their partner list with companies like ours.

We worked hard to get the certification – only those of you who have experienced the process know the amount of time it takes to gather necessary documents, complete forms, participate in site visits and explain your motivation to get certified. Through the process, I learned just how many certifying bodies there are and the types of contracts they cover. For anyone curious about applying, be sure to do your homework as to what certifications your clients or prospects even recognize before you start the process.

Now that we have the certificate (which we are going to proudly display in our office, on our website, our business cards and so on…), we need to get involved with the WBENC organization and its corporate members to put our certification to work as we expand Eire’s relationships in 2012.

Asian Chicken Noodle Soup

I follow a few cooking blogs to find new recipes to try out, and one of my favorite blogs to read is “Eat, Live, Run”. The author went to Le Cordon Bleu, and now develops her own recipes and blogs about them. She provides step by step instructions for each recipe, and takes beautiful pictures of each dish.

I came across her recipe for Asian Chicken Noodle Soup and tried it out last week. I loved the comfort of the chicken noodle soup and the heat from the jalapeno and sriracha sauce. I would recommend this soup to anyone who enjoys Asian flavors and would like to try a new spin on an old favorite!

Serves 6

Ingredients:
1 lb boneless, skinless chicken breasts, cut into chunks
2 cloves garlic, minced
1 tbsp minced fresh ginger
1 tbsp sesame oil
1/4th tsp salt
6 cups chicken broth
1 jalapeno, thinly sliced
3 green onions, sliced
2 tbsp soy sauce
1 tbsp rice vinegar
2 baby bok choy, chopped
5 oz chinese noodles (about half a package)
sriracha sauce for serving (optional)
chopped cilantro for serving (optional)

Directions:
Heat the sesame oil over medium high heat in a large heavy-bottomed stock pot. Add the minced garlic and ginger and briefly saute for about 30 seconds. Add the chicken and bok choy, sprinkle with salt, and saute for another three minutes until chicken has turned white but not completely cooked all the way through.

Add the chicken broth, jalapeno and green onions to the pot and bring to a simmer. Cook for 15 minutes until chicken is done.

Meanwhile, cook the noodles in boiling salted water, drain and rinse with cold water. Set aside.

Add the rice vinegar and soy sauce and stir. You can add a little more salt if you like, but taste first because soy sauce already contains a lot of salt! Add the noodles to the pot and serve with chopped cilantro and sriracha sauce on the side.

Time:
45 minutes

Why do we need bloggers?

The internet has put enormous amounts of information at our fingertips. Whether you want to learn the weather forecast in Timbuktu, the 19th president of the U.S., or find a picture of a snub nosed monkey, the information is only milliseconds away. With all these advancements in information availability, in my opinion, blogging typically only clogs the process.

Apparently there are over 150 million blogs on the internet. Who writes all these? Is anyone reading them? Many bloggers remind me of a man that we used to see periodically in college. I guess you might call him a little extreme. He would stand on his soapbox when students were walking to and from class and yell provocative statements. Some were about religion and others about the end of the world coming soon. For added effect, I believe he often wore a cape. People just chuckled and walked on by.

Why do bloggers bring back memories of him? Both have an enormous energy and incredible belief in their proclamations, but a very limited following. The louder you scream or the more blogs you post does not ensure that people are listening. I guess it takes just one listener/reader to create a following though.

Aren't you mad you spent three minutes reading this post? Go ahead and google the snub nosed monkey. It's whats great about the internet.

Oh, and the 19th President of the U.S. was Rutherford B. Hayes. I googled it.

Watch It - My Life as a Turkey

I was so happy a friend of mine recommended I check out "My Life as a Turkey" on PBS, I've decided to recommend it to you. It's the story of Joe Hutto and his experience imprinting and raising a family of wild turkeys in a forest in Florida. Not only is the story touching and entertaining, the cinematography is incredible, and the animals and landscape are beautiful.

As Joe describes his journey:

“Had I known what was in store—the difficult nature of the study and the time I was about to invest—I would have been hard pressed to justify such an intense involvement. But, fortunately, I naively allowed myself to blunder into a two-year commitment that was at once exhausting, often overwhelming, enlightening, and one of the most inspiring and satisfying experiences of my life.”

–Joe Hutto, Illumination in the Flatwoods

It's only an hour, and you can watch the entire episode online. Catch it while you still can!