Multicultural marketing is still rather uncommon in France other than in such sectors as telephony, money transfer or cosmetics.
There is however a real potential in the multicultural marketing with an estimated six million population (source: INSEE, taking in account only immigrants). The communication protocols of this specific target are distinct and highly regulated. The target is also very sensitive and it can be quick to criticise or condemn brands that mispresent them.
Multicultural marketing should not be confined to simply considering a country of origin. The approach is as complex as any other marketing segmentation and requires to be stratified, considering a number of other criteria.
If you are contemplating a multicultural marketing strategy you should be considering how to…
Spot the most relevant target with regard to your market;
Make a segmentation (by channel, behavioural criteria, etc.),
Define the most effective communication approach,
Select your communication channels and the most appropriate media for your purpose,
Identify how, where and when you might grow and develop your market.
Multicultural marketing is not merely colourful ad insertions into media channels that appeal to a certain ethnicity.
12 CDM as a specialized marketing consulting agency can support you in your projects and help to shape your strategy to reach a multicultural target market.
Our agency has gained a considerable experience in working with a significant number of major players in the field both in France and overseas.
Our working method has proven to be very successful, and it has allowed our company to support a variety of brands. Its key elements are as follow:
Crossing different data elements in order to obtain a realistic view of the market
Selecting criteria and priority targets
Best practices benchmark in a variety of areas in France and overseas (with regard to offer, communication, etc.)
Development of a communication plan
A specific tailor-made action plan
12 CDM also provides training aiming to help you to understand multicultural marketing issues and techniques, you can find further information on the subject here.