DIVERSITY

Targeting an ever-changing marketplace

DIVERSITY: Real Beauty comes in all sizes, ages & ethnicities.

DIVERSITY: comes in all tastes.

DIVERSITY: comes in all ages & dreams.

DIVERSITY: comes in many colours.

• Afro-North Americans grew by 28.3% versus 22.1% for the total population.

DIVERSITY: comes in many flavours.

• Black teens spend 20% more than the average North American on clothing, casual/leisure shoes, video game hardware & fast food.

DIVERSITY

• Brand loyal to personal care products & footwear.• Earn considerably less than the median.• Lag behind the North American average in academics.

DIVERSITY

• Proportionally, Canada has a larger & faster growing Asian population than the rest of North America.

DIVERSITY

• Each nationality has distinct cultures & traditions• Common to all is the importance of family and tradition.

DIVERSITY

DIVERSITY

• Native Canadians are seldom marketed to due to their small population, limited spending power & isolated locales.

• Number of native-owned firms has increased more than 2 times the national average due to improving education & recognition of rights in regard to natural resource development as well as the environment.

DIVERSITY: is second nature.

DIVERSITY

• HOW TO REACH ETHNIC MINORITIES AROUND THE WORLD:

a) Feature minorities in starring roles, not just the background.

DIVERSITY

b) Seek the opinions of people who hail from the culture you are targeting.

DIVERSITY

c) Be sensitive to nuances of language: Its not enough to translate the English copy of a campaign into another language i.e/ Perdue Chicken Or, ‘Bichos’ = bugs to Mexicans but ‘a man’s private parts’ to Puerto Ricans. Remember, what may be acceptable to some people may be offensive to others

DIVERSITY

d) Show the diversity of each group.• Advertisers only a few decades ago used light-skinned

African American models in fashion ads and dark-skinned African Americans in ads promoting services.

DIVERSITY

e) Learn about the target group heritage.

DIVERSITY

• HOW TO REACH THE 50-PLUS MARKET:

DIVERSITY: of age

• This group of consumers are the largest market for homes, luxury goods, vacations, cars and YET -

advertisers remain youth obsessed. Is this good business?

DIVERSITY: of style.

• Why advertise to the smaller, less disposable income, brand fickle market?

• Its more sexy, agencies are youth oriented, perceived brand opportunity etc.

DIVERSITY: we’re all different.

• NINE TIPS TO REACH THE OLDER MARKET:1) Don’t think of older people as just 1 market.2) Cast models who reflect the way your audience feels.

DIVERSITY: we’re all the same.

3) Tell the whole story. Give facts, not fluff. This generation is MGM not MTV.4) Set copy in at least 12 point to make it more legible.5) Don’t remind older people of their vulnerability. Show how

your product offers solutions.6) Show older people as they are, happy with themselves. Fact:

47% of people 65 plus consider themselves ‘very happy’ compared to only 29% of those aged 18 to 24.

7) Don’t call them names – sweetie and dear is belittling. 8) Try an ageless approach. Harley-Davidson riders are faceless.

DIVERSITY

• PEOPLE WITH DISABILITIES:• Talent with disabilities are appearing more frequently in

commercials today. Be careful not to stereotype them or make them super-human in their roles.

• The disability should not define the person.

DIVERSITY

• GAYS AND LESBIANS:• This is a growing segment: 6 – 10% of total population.• Affluent: average household income of $90,000. Brand loyal.• Advertisers portray gays as no different than straights.

DIVERSITY: summary of differences.

• LESSONS THAT APPLY TO ALL SEGMENTS:• Look at the whole person, not one demographic

characteristic. Look at psychological issues such as values, attitudes, personality & lifestyle.

• Avoid stereotypes. Not all Asian Canadians are math, science or computer wizards.

• Laugh with them, not at them. Humor has its place provided it doesn’t rely on insulting stereotypes. To test, replace your character with somebody from a different market segment.

DIVERSITY: summary of similarities.

• Make relevant ties to their special causes. Consider a portion of sales to a heartfelt cause of your audience & make it a long-term commitment not a one-shot deal.

• Test your ad on a member of your target audience. • Show diversity in all your ads. As Canada and the US become

more diverse, its not only the right thing to do, but the smart thing to do.

DIVERSITY: Targeting an ever-changing marketplace.