Jim Stachura

One of the most common mistakes of multicultural marketing is to assume that a specific call to action will appeal to all targets. With online surveys, marketers can identify how one culture might respond stronger to a certain offer or value proposition, while another may be more motivated to buy based on a manufacturer's reputation or product feature-set.      Sometimes you learn this by accident. For instance, a global manufacturer of GIS and mapping equipment wanted to survey customers and prospects to find out how it stacked up against competitors. ... Specific demographics such as country of residence were included in order

"Certain brand names or taglines have completely different meanings when translated into various languages. For instance, The Dairy Association's huge success with the campaign 'Got Milk' prompted it to expand its advertising efforts to Mexico. Unfortunately, it soon realized that the popular slogan, when translated, meant 'Are you lactating?'   Alternatively the absence of language can also be a barrier. For example, when a major consumer packaged goods manufacturer started selling baby food in Africa, the company decided to use the same packaging as in the United States, with a smiling baby on the label. Later, they learned that in Africa, because many

By Jim Stachura and Meg Murphy Multicultural marketing is no different than other marketing in that marketers must research, plan, develop and execute campaigns based on the feedback from their various audiences. After all, what may be appealing to one culture might have the opposite effect on another. In order to avoid alienating customers, marketers are applying Web survey technology to pre-test everything from overall messaging to creative layout to appeal to a variety of sources. However, language is just one part of the overall communication process. To facilitate cultural adaptations, the savvy marketer starts with awareness and understanding—something that easily can be achieved

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