Targeting Ethnic Markets
September 24, 2013
Today, I am thrilled to share an article written by Gobinder Gill.
The grade two teacher poses a simple problem, ‘’there are four blackbirds in a tree. You take a slingshot and shoot at one of them and how many do you have left? ‘’Three’’ answers the seven- year-old European boy with certainty. ‘’Zero’’ answers the South Asian boy with equal certainty. ‘’If you shoot at one bird then others will also fly away.’’
The problem, as it turns out, is not that simple. In some ways it gets to the very heart of Canada’s increasing cultural diversity, and the cultural need if we are to compete in the global marketplace and even at home. Furthermore it is critical to recognize this diversity, understand it, value it and finally manage it.
Managing this lucrative market at home and abroad is not easy. In major cities such as Vancouver, Toronto and Montreal, many businesses have finally woken up to the concept that ethnic markets cannot be ignored. It is predicted that by 2031, the visible minorities will make up 33 percent of Canada’s population. However, in Vancouver the visible minorities will be 59 percent of the population and in Toronto it will be 62 percent of the population.
I can still recall the days during radio advertising in the late 80’s when businesses were reluctant to target any of the ethnic groups, even the Chinese or South Asian. Often the answer was something like this: perhaps you can air the commercial spots for free and then we will see what happens. Try saying that now!
When it comes to advertising, what works in the mainstream does not necessarily work in the ethnic market. A campaign needs to be specifically targeted to each group individually whether that is the South Asian community or the Chinese.
Even huge corporations have made blunders that cost them dearly in the pocket book. In the 80’s McDonalds conducted a huge campaign selling pork burgers: portraying a Muslim Man dressed in white eating a pork burger. This ad was pulled off quickly because Muslims do not eat pork. In another example, was when General Motors spent million on marketing its Nova in South America. Nova in English means new star, however, in Spanish, Nova means no go. Apparently GM did not sell many Novas in South America.
As Canada’s population becomes much more culturally diverse, it is important for organizations to do research when targeting the various ethnic communities. One size does not fit all.
About the Author:
Gobinder Gill has a profound perspective on Canadian diversity that can only come from first-hand experience. Overcoming a disadvantaged childhood and racial prejudice, he built a distinguished career in the broadcasting industry. Today Gobinder Gill has an impressive resume of experience in the mainstream as well as ethnic media, including radio, TV, film and print.
He has provided cultural awareness training for companies and organizations. In addition, has written a book on cultural diversity in the workplace called Achieving Prosperity through Diversity and is available for public speaking engagements, seminars and workshops.
Print This Post
