Multi-Cultural Marketing

Multi-Cultural Marketing
Presented by
Shelley Winsor (Y&R), Martin Pouwels (Niche Media), and
Brett Agnew (Eminz Ltd)
14 May, 2010
Room WF710, AUT
Shelley Winsor, Client Services Director, Y&R Auckland
Martin Pouwels, Managing Director, Niche Media NZ Ltd
Brett Agnew, General Manager, Eminz Ltd
1
Welcome
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Gidday
Ni hao
Bula vinaka
Kamusta
Namaste
Annyeonghaseyo
Tena koe
Fakaalofa atu
Talofa
Malo e lelei
2
What we will cover today
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Size
Buying power
Immigration Policy
Comprehensive marketing Campaign
Pitfalls and problems
Accessing an ethnic network
The size of the Ethnic communities
The buying-power and the wealth within these communities
Current immigration policy
How to put together a comprehensive and effective marketing campaign to reach
these markets
Some of the pit falls and problems to be aware of
Accessing an ethnic network - how to do this quickly and efficiently
3
“What is your phone number?”
In the famous words of Albert Einstein when they asked him what his phone
number was, he replied. “I don’t know what it is, but I know where to go, to find
it”.
And that’s what it’s all about. It’s about systems and cultivating an effective ethnic
network, so that you can utilise it as the need arises.
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Map of world, highlighting Asian countries
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Ethnic Marketing
We do this by communicating in a way that
we think the target group would most like
to hear the message
Definition of Ethnic Marketing
Marketing is about identifying and targeting consumers. It’s about reaching
people with your message as effectively and as efficiently as possible and
communicating with your audience to hopefully develop strong and fruitful
relationships.
6
“Anyone who was not born in New Zealand
and is not from traditional English
speaking Kiwi stock”
The term “ethnic marketing” has changed dramatically over the past decade and
frankly, comes from a time when NZ was a completely different place.
The term for our purposes, has grown, evolved and changed and now it means
For our purposes of marketing to these communities, we are going to concentrate
on those communities, that are not consuming mainstream media, so we don’t
include, English, Americans, Australians, etc, as English is their first language
and they are picked up by mainstream media
7
Ethnicity
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European
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–
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–
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Asian
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–
–
–
•
English
German
Dutch
Italian
French
Indian
Chinese
Malaysian
Vietnamese
Pacific Island
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Samoan
Tongan
Cook Island
Fijian
Terms like Asian, European and even Pacific Island are not helpful terms, as they
are far too broad and people use these terms as if the audiences can all be
reached by using one ad in one media option.
NZ is changing as these different ethnic groups hit critical mass. Brand marketers
are beginning to realise that unless they speak appropriately to the ethnic groups
and develop strong affiliations through their advertising and marketing strategies,
they’re losing valuable business opportunities and potential new customers. Loyal
customers
8
Niche Audiences
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•
•
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Chinese
Filipino
Indian
Korean
Maori
Pacific island
– Samoan
– Tongan
9
Size of Communities
New Zealand Population
European
Maori
Pacific Peoples
Asian
Other
All stats taken from Stats NZ (census 2006)
Total Population %:
European: 68%
Maori: 15%
Pacific Peoples:7%
Asian:9%
Other 1%
Chinese: 4% of total population 147570, 98391 in akl, 7%
Indian: 3% total pop 104583 , 74442 in akl, 5%
Indian and Chinese populations alone are greater than the North Shore City
population of 225800.
10
Size of Communities
Auckland Population
European
Maori
Pacific Peoples
Asian
Other
Asian: 24% of Auckland population
Pacific Peoples: 13%
Maori: 10%
11
Size of Communities
Auckland Asian Breakdown
Chinese
Indian
Korean
Filipino
Japanes3
Sri Lanken
Other
Chinese: 40% of Asian = 7% Akl pop
Indian: 32% of Asian = 5% Akl pop
Korean: 9%
Filipino: 4%
12
Size of Communities
Auckland PI Populations
Samoan
Tongan
Cook Island maori
Others
Pacific Peoples
Samoan: 47% of PI = 5% of Akl pop
Tongan: 18% of PI = 2.5% of Akl pop
Cook Island Maori: 21% of PI = 2.5% of Akl pop
1 in 3 PI live in Manukau City:
36% of Tongans
34% of Samoans
34% Niueans
33% Cook Island Maoris
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1st Language Spoken
• Asian Languages as 1st Language
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–
–
–
Chinese (Cantonese and Mandarin)
Indian (Mainly Hindi and Punjabi)
Korean
Overall Asian Languages
69%
62%
81%
68%
• Pacific Island Languages as 1st Language
– Cook Island Maori
– Samoan
– Tongan
17%
62%
54%
14
Size of Communities
• Growth trends to 2026
– European
– Maori
– PI pop
– Asian
0.3% p.a.
1.4% p.a.
2.4% p.a.
3.4% p.a.
Asian and PI communities will experience the greatest growth – mainly due to
immigration
15
Research, Experience and
Awareness
The foundation on which we base everything
else
We need to know; who, what they buy, what they read, what they watch, how
much money they spend and where.
We need to get the facts right and build our knowledge base about the target
audience.
You’ve got to know why you’re conducting the research
It is important to get the job done right to get the results.
You don’t have to be an expert yourself - you can hire experts if you know where
to go.
You need to be aware of networks and systems.
Ethnic marketing is just one of the tools that a full service agency requires for
their clients, however it is vitally important for client retention and business growth
of both the agency and the client, that any agency has an effective strategy in
place.
16
If you can’t solve the issues of effectively
accessing these “ethnic markets” for your
clients, you are already losing that client
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Media Options
Major Media Channels
Newspaper
Magazine
Chinese
X
X
Fijian
X
X
Filipino
X
Indian
X
Japanese
Korean
X
Samoan
X
X
TV
X
X
X
X
X
X
X
X
X
X
X
Niuean
Radio
X
X
Maori
Online
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Different communities consume media differently
Not all communities use all channels
Use the correct channel for each community and demographic within that
community – be aware of age and gender skews
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Ziln Internet TV
Ethnic communities are often quick to take on new media channels
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Skykiwi.com
Sky Kiwi always in top 10 rankings of NZ websites #1 based on market share
2008 2007
130,000 registered users, 65% in Auckland region
45,000 unique IP addresses
580000 daily page views
(Figures from Google Analytics)
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Radio Samoa
Many of the KEMC’s represent multiple channels, covering press, web, and
radio/tv
Samoa Media Group
In 10th year, broadcasting 24 / 7
31,000 + audience
Associated with Samoa Times circulation 6100, readership 25000
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The 3rd Media
We have options like 3rd Media, which display “Point of Sale digital signage on
TV screens at retail outlets, covering
Over 85% of Asian supermarkets,
Quality restaurants
shopping malls,
luxury apartments, etc,
with an audience of approx 10,000 per day and with live streaming on the bottom
of the screen, which can simultaneously provide information like showing;
Instant updating on World Cup Football, Sports,
News up-dates,
Currency exchange rates,
Weather up-dates,
Share market trends,
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Media Options (cont)
The mainstream population is shrinking in
comparison to the growth in the ethnic
communities, which is directly in line with
NZ’s immigration policy
The usual media options are also available for the ethnic communities, Radio,
TV, Print and On-line, community direct, interactive, Digital Signage, etc.
However there are some interesting differences to note.
Newspapers for example;
The circulation and readership in the large mainstream papers has been
shrinking for some time now. The reason for this has been blamed on the growth
of “on-line media” activity and this has certainly had an impact on readership, but
the reality of the situation is that there simply isn’t the same number of readers
out there.
The mainstream population is shrinking in comparison to the growth in the ethnic
communities, which is directly in line with NZ’s immigration policy.
23
Mass Media options of billboards, ads on the back of a bus and flyers in the letter
boxes are not effective media options into these communities, unless in the
appropriate language and location.
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Cultural Events / Direct Access
• Awareness of community and buying
power
• Appreciation of community business
• Development of stronger bonds
• Building of lasting relationships and long
term customers
Cultural Events are another marketing option, which differs considerable for the
ethnic communities. There are the usual benefits from associating with the
community at a grass roots level. It shows that the company has :
However there are some extra benefits from cultural events for both the
community and the advertiser as these cultural events are an opportunity for the
community to enjoy some of the aspects of their homelands, their customs,
traditions and the differences that make them who they are.
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Pasifika (since 1993)
Being effective into the Pacific community is all about the network into the
churches, the community centres and the families.
As an example; if we look at how Pasifika is laid out. For those that are not
aware, Pasifika is the largest Pi event in the world.
You will notice that Pasifika is laid out in a village format. There are separate
areas for each of the villages, Samoan, Tongan, Cook Islands, Vanuatu, Fiji, etc.
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Pasifika (since 1993)
Each community has their own stage, with their own cultural dances going on,
which are performed by family members from that community.
It is an opportunity for the families from that village to re-acquaint themselves
with each other and as the families from these villages begin to assemble in that
area, the event takes on a “Family Reunion” feel to it, with all the looks, smells
and tastes of the favourite foods from home. Taro, Samoan salad, pork roast, all
cooked the way Mum used to cook it and in an atmosphere where you are likely
to know everyone in the village.
This is why Pasifika is so successful and has been running now for 17 years,
starting in 1993.
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Polyfest (Since 1976)
The other major Pi event, Polyfest has been running for 35 years and is also built
around the family, with different school teams competing with each other on the
stage
Once again involving not only Mums and Dads, but the extended family
The benefit for advertisers is that before, during and after this event all the
members in that community are actively reading, their local newspapers, the
Taimi O Tonga, The Samoan Observer, the Tongan Independent, etc, and
listening to Radio Samoa, Niu FM, 531 Pi, etc and watching their community TV
media.
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Lantern Festival
It is the same for other community events, like Chinese Lantern Festival, the
Moon Festival, both major events in the Chinese Calendar.
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Diwali
• A time for visiting friends and family, giving
gifts to each other, being nice to people
and not gossiping
• Similar to Christmas
Diwali for the Indian community is a time for visiting friends and family, giving
gifts to each other, being nice to people and not gossiping.
They are all good family oriented events, similar in many ways to Xmas and what
retailer wouldn’t like another couple of Xmas shopping periods in each year.
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Bollywood High School Dance
Competition (since 1998)
In its 12th year, this dance competition provides an excellent opportunity for a
sponsor to reach a wide demographic in these communities – the event runs over
several weeks, culminating in a gala event for the finals.
There are:
300 – 500 participants
3,000 in the audience
Up to 100,000 check updates via the web, radio, TV, and press, both in NZ and
“back home”
31
Effective Engagement
• Understand community thinking
– Motivators to action
• Be aware of gatherings
– Church
– Community
• Have connections and networks
To get effective engagement of your marketing message from the community,
you need to;
Understand how the community thinks, what are their motivators to action, to
achieve your campaign goals.
To be aware of church and community gatherings
To have the connections / networks in place
To be able to organise things like, bringing together 500 Samoans in a church
and getting the endorsement of the elders with in the church and the community,
to get your message adopted and to change the way the community looks at and
reacts to different issue.
For the Indian community, you will need to be aware of festivals like Diwali and
Eid-al-Fitr, and their religious customs.
For the Chinese community, festivals like the Chinese Lantern, Chinese New
Years, the Moon Festivals, etc, as these events can make a major difference with
developing sales and connecting with new customers.
By being involved and integrating your clients’ brand and message into the
community you will get effective marketing, increased sales, good brand adoption
and a strong uptake of the marketing message.
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SPARC Case Study
• Brief
– Manage Pasifika site
– Target community / demographic
• Goals
• Method
• Results
SPARK (Dept of Sport & Recreation) Case Study & effectiveness
Campaign Brief
Manage site at Pasifika
Target community / demographic
Goals
Method
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Buying Power
• Chinese Community
– Satellite TV Subscribers who
– High income
– More than $5000 on clothes and accessories
– Travel overseas more than 4 x per year
– More than 2 cars per household
– NZSE1 level 1 and 2 business professionals
Source: WTV Qualitative Research
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Buying Power (cont)
• Indian Community
– About 1000 individuals worth $10 - $50 million
– About 20,000 worth $1 - $10 million
– More than 10,000 businesses
Source – Indian Newslink Qualitative Research
36
Buying Power (cont)
• Samoan
– Median personal income up nearly 40% from
2001 to 2006 ($15.6K to $21.4K)
– About 22% have income higher than $40K
– 23% own their own home
– 58% households have 2 or more vehicles
– 40% Households have internet access
Source – Stats NZ
37
Immigration
• Dr Coleman’s speech at Te Papa,
– “By 2021, our population would drop by 9.6%
and our GDP would drop by 11.3%. There
would be a 10.9% drop in the available labour
force and the export sector would be
savaged, with volumes dropping by 12.9%”
The Hon Dr Jonathan Coleman, delivered a speech last November at Te Papa in
Wellington to the Pathways and Crossroads Conference.
The speech was tilted, “Research confirms immigration's contribution to NZ”
And I’d like to read a little from the news article, just to show you the official
position of the Govt on this.
Immigration Minister, the Hon Dr Jonathan Coleman has announced findings of a
research study highlighting the major contribution that immigration makes to NZ's
economy.
The Department of Labour's International Migration Settlement research shows
us is that, without immigration the outlook is bleak," says Dr Coleman.
"Without current levels of inward migration, both our population base and
economy would shrink dramatically. By 2021, our population would drop by 9.6
per cent and our GDP would drop by 11.3 percent. There would be a 10.9
percent drop in the available labour force and the export sector would be
savaged, with volumes dropping by 12.9 percent.
"What this research tells us is that immigration contributes significantly to every
NZ 's per capita income," says Dr Coleman. "It's clear that government policy has
to continue the focus on economic gains from immigration.
38
Immigration
– “Our Policy is very much about attracting
migrants to NZ who are successful business
owners, architects, engineers, scientists, etc,
so we can develop NZ into a technology
nation and punch above our weight on the
world stage”
(http://www.beehive.govt.nz/release/research+confirms+immigration039s+contribution+new+zealand)
Our policy is very much about attracting migrants to NZ who are successful
business owners, architects, engineers, scientists, etc so we can develop NZ into
a technology nation and punch above our wait on the world stage.
http://www.beehive.govt.nz/release/research+confirms+immigration039s+contrib
ution+new+zealand
The problem is / That’s also Australia’s immigration policy / and also the policy of
many other countries who are trying to attract quality human resources to help
develop their country.
In the late 60’s and early 70s NZ opened its doors to the Pacific Islands, which
helped to ease our shortage of workers, / in our factories and in businesses
requiring manual labour.
We are now looking for immigration to help raise our standard of living and our
position in the OECD countries and we are seeking highly skilled migrants to help
us achieve this.
39
Cultural Marketing
• Ignored the problem
• Proposed mass media options
• Random placement in ethnic media
Previously, the ethnic communities have been difficult to reach, which has
caused major issues for govt depts and their agencies trying to get social
messages into the communities and corporates. This often resulted in them
simply giving up.
The ethnic media companies, being aware of this, conducted surveys with the
advertising agencies to discover what the problems were - with the aim of
developing solutions and solving these problems.
When the agencies were asked how they currently dealt with ethnic marketing
campaigns, the answers were quite concerning. Many campaigns were done
quite well, however a high percentage of their responses fell into 3 broad
categories ;
They ignored the problem and hoped it went away, or even suggested to the
client, that it’s a waist of time. and to try something else.
They have proposed mass media options and crossed their fingers
They had a stab at placing media in whatever options came up, from their
research, usually a quick search on the internet.
Consistently in all cases, ethnic media was an after-thought and was always
under funded.
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Advertising Spend
1999
$M
2000
%
$M
2001
%
$M
2002
%
$M
2003
%
$M
2004
%
$M
2005
%
$M
2006
%
$M
2007
%
35.4
654
28.0
274
11.7
11.3
257
2.9
566
39.8
596
40.1
606
40.7
628
40.1 689
37.1
790
38.1
830
37.2
810
36.4
TELEVISION
487
34.3
501
33.7
479
32.2
516
33.0 592
31.9
643
31.0
666
29.9
641
28.8
RADIO
178
12.6
190
12.8
196
13.2
203
13.0 224
12.1
247
11.9
256
11.5
269
12.1
MAGAZINES
159
11.2
10.6
166
11.1
173
11.0 194
10.4
223
10.7
260
11.7
251
0.4
15
0.7
44
2.0
INTERACTIVE
OUTDOOR
8
28
5.8
193
8.3
78
3.3
74
3.2
65
2.8
1.6
36
1.5
0.4
10
2.5
72
3.2
79
3.6
2.8
56
2.5
64
2.9
ADDRESSED MAIL
35
1.9
34
1.6
34
0.6
13
0.6
11
13
1485
9
0.6
100.0 1488
0.9
100.0
8
2.4 47
135
51
0.8
37
11.6
59
100.0
2.2
0.5
12
1565 100.0 1857
100.0 2075
100.0 2229
1.5
0.5
35
10
27.9
10.7
3.1
12
32
32.8
647
249
2.5
1420
1.9
%
760
11.0
56
T OTAL
1.3
$M
268
UNADDRESSED MAIL
CINEMA
18
65
2008
%
826
NEWSPAPERS
157
$M
100.0 2224 100.0 2335
0.4
100.0
61
56
2.6
2.4
9
0.4
2317
100.0
By combining the media companies sales figures, less than 1% of agencies
budgets were spent with ethnic media companies.
This is woefully inadequate when you consider the potential in these markets and
that in the Akl market alone 45% of the population prefer to consume their media
in their own language and culture.
41
• “Call back Thursday” – we have a good
English speaker working then
The survey also highlighted that many of the agencies were working after 6pm at
night and needed access to resources at odd hours.
The agencies had problems contacting the media companies with language
barriers, sometimes being asked to call back when someone who speaks English
well is available.
The survey highlighted several areas of concern
Now that these communities are such a large percentage of the population and
their numbers are growing quicker than any other sector, reaching these
communities is now of major importance to the Agencies and their Corporate
clients.
Current statistics show that the largest growth in the NZ population is coming
from these communities.
“If your business does not have an effective ethnic marketing policy, you risk
losing ground to your opposition company, who does”.
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Why should we communicate?
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•
•
•
•
The Govt. has a need
Marketers and advertisers
Agencies and their Corporate clients
The potential for business & export
They are the fastest growing consumers in
NZ today and in our foreseeable future
The Govt has a need to communicate with this audience To address cultural /
social differences
Marketers and advertisers, who are interested in developing new customers
Agencies and their Corporate clients, interested in the buying power & wealth
The potential for business & export, interested in business development
Research shows us they are the fastest growing consumers in NZ today and in
our foreseeable future.
43
[The Government] wants to educate this
audience
The Govt wants to educate this audience, to raise awareness on social issues
Death by drowning in NZ have gone up considerable, as many of our migrants
have come from land locked countries, some have never seen the sea before
and now they’re surrounded by it. Yet the majority of advertising about “Learn to
Swim”, is on mainstream TV, which the ethnic communities aren’t watching.
If you’re working with Government or Corporate clients, they need to be made
aware of this situation
Niche communities are very attractive financially. They are in the high quintile of
consumers. From the cash rich Maori and Pacific communities to the Chinese,
Indian, and Korean members who are asset wealthy, IT literate, are amongst the
highest percentage of business owners, are well educated, highly paid, etc.
44
• Mark Dudley – Coutts Mercedes
“40% of monthly sales come from these
communities, and that these clients did not
require finance, they usually wrote out
cash cheques on the spot”
So the growth and interest in Ethnic Marketing is very much about the size of
these communities, the percentage of the population, the buying power and
wealth with-in these communities and the potential opportunities they represent
as customers and as business people.
The business people from these communities are instrumental in driving both our
internal economy and our export and international opportunities.
45
When should we start marketing to these
communities?
• Yesterday
The answer is quite simply, “Yesterday” If you haven’t started already, “Do it
now,”
But do it properly, or you could be throwing away precious budget, or even
worse, insulting the audience that you have identified as providing new business
and growth for your company.
46
How do we communicate?
“We communicate in a way that we think the
target group would most like to hear the
message”
Auckland is one of the most ethnically diverse cities in the world, and one
message does not fit all.
A reminder of the definition of marketing at the beginning:
We communicate in a way that we think, the target group would most like to hear
the message.
You may have seen the “Ad Show” on TV or at least read about it in the
“Fastline” newsletter that goes around the industry, where they talk about
effective communication.
47
How do we communicate? (cont)
“I for one have never gone onto a beach in a
white diaphanous dress and held hands
with my female friends and joyously
danced around to celebrate the beginning
of my period”
Tracey Barnett
“On the “Ad Show” and in the Fastline article from the 15th of April, Tracey
Barnett, the NZ Herald columnist was interviewed and she slammed ads that
were written by males for a female audience. She said “I would like to go on
record as saying
“I for one have never gone onto a beach in a white diaphanous dress and held
hands with my female friends and joyously danced around to celebrate the
beginning of my period.”
So the point is, once you have decided what your message is, think about how
the audience would most like to hear it and use graphic designers from that
community, in one of the following ways;
48
How do we communicate? (cont)
• To design your ad from your brief
• To “Culturalise” your mainstream ad
• In a consultancy capacity
To design your ad from your brief
To Culturise your mainstream ad
In a consultative capacity.
We’ve been talking about this “Network” quite a bit so far, so you’re probably
clicked-on that its an important part of being effective with your marketing.
49
The Network
• 2 methods for accessing communities
– Build the network yourself
– accessing an existing network
There are 2 methods of accessing communities through a network.
Build the network yourself
Leverage an existing network
Consider the network of companies and people you have in place for your normal mainstream marketing campaigns.
I’ll wager that you are so used to contacting these people on a daily basis that you don’t even consider them as a
network, but when you think about it and analyse the contacts you have made over the years, you will start to appreciate
what a wonderful network of contacts you’ve built up over time.
The contacts, the experience and the network, are what keeps you at the fore front of your game and this is what makes
you such a valued member of your organisation.
Being effective with ethnic marketing is the same thing and simply requires a little research to establish some new
contacts, which will allow you to be effective into these areas also, however the same rule applies. The more contacts
you have, the more influence the more effectiveness. Much like viral marketing;
The bad news is;
There are some extra problems of language barriers, religious and cultural differences which you need to be aware of, in
order not to offend the potential consumers you are marketing to.
If you think of how many people you deal with on a mainstream campaign to be effective and then multiply that for each
of the ethnic communities you wish to reach, Chinese, Indian Samoan, Korean, etc, you can start to appreciate the size
and the complexity of the network that is required.
This is where the eyes of most marketing managers, start to glazer over. However it is always more cost effective to tap
into existing networks, rather than to establish your own networks.
We are all tasked with being cost effective and unless you’re doing ethnic campaigns all the time, it is easier and more
cost effective to use existing specialists for your resources and networks.
The good news is;
There are existing networks that you can tap into, but it is important to use a network which is grounded in your core
requirements, marketing, advertising and media.
The network needs to have the ethnic media connections you require for it to be effective for you, be reliable and
trustworthy, so you can be assured of a quality job for your client.
50
Cultural Marketing Strategic
Requirements
•
•
•
•
Access to a network
Research
Full range of services
All media options
How do you develop an effective marketing campaign? and what are some of the pit falls to be
aware of.
Access to a network of ethnic contacts / community experts
Research or access to the networks research
Access to a full range of ethnic services
Access to all ethnic media options
The first and most important aspect of developing an effective marketing campaign is to have
access to a network of ethnic contacts and community experts.
Research is the foundation of a good strategy, do they like your product, hate it, offended by the
packaging, etc
Without doing the research and using the ethnic services you can not possibly, get the best result
and anything short of that is not effective use of budget.
The agency managers here, will already be thinking, these points are the sort of
information that I need to sell ethnic marketing to my clients.
I can introduce my clients to new customers and at the same time, use these tools to lockin that client, long term.
If I can solve the ethnic problem for them, as well as digital, on-line, social marketing, etc, etc, why
would that client go anywhere else.
And that’s why the network is so important.
So now let’s look at the key elements required for a Network to be effective.
Usually we are given very short time frames to deliver on a job, so your Network needs to have
these assets in place, before you pick up the phone.
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Ethnic Marketing Strategic
Requirements
• “Must Have”
– Comprehensive list of the key ethnic media companies
– A good understanding of what demographics each of the media
companies are effective at reaching
– A system to sort all relevant details of these media companies
– A comprehensive list of community organisations
– A network of high profile community members
– Calendar of Cultural Events
– Professional translation services
– Ethnic production services (Radio, TV, etc)
– Ethnic graphic designers
– Press release service
“Must Have”
A comprehensive list of the Key ethnic media companies,
A good understanding of what demographics each of the media companies are
effective at reaching,
A comprehensive list of community organisations,
Network of high profile community members, from each community
Calendar of Cultural events for each community
Professional translation services
Ethnic production services, radio, TV, etc
Ethnic graphic designers
Press Release service
A system in place to sort all relevant details of these media companies,
52
Ethnic Marketing Strategic
Requirements
• “Nice to have”
– Automated on-line booking system
– Automated information updating
– Cost efficient research facility c/w historical data, future
projections, potential trends targeted to the client
– Ethnic experts to highlight benefits of these communities
– Guarantee of best media prices
– “One stop shop” approach to media options and communities
– Community surveys and forum services
– Event management and coordination
– Ethnic creative services
– Ethnic models and talent for creative, photo shoots, sponsors’
functions, cultural groups, dance groups, entertainment, etc
“Would be nice to have”
Automated on-line booking system Direct with each media com
Automated information up-dating system, Daily
A cost efficient research facility c/w historical data, future projections, potential
trends info targeted to each client
Ethnic experts to highlight the benefits of encompassing these communities into
the clients advertising campaigns
Guarantee of best media prices
One stop shop approach to all media options and all communities
Community surveys and forum services
Event management and coordination
Ethnic creative services
Ethnic models and talent for creative, photo shoots, sponsors functions, cultural
groups, dance groups, entertainment, etc
As marketers you will understand the impact and effectiveness of most of these.
There are cross-overs with mainstream marketing; however they require different
contacts and networks.
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Existing Network
• Past mistakes
– Ineffective campaigns
– Appalling and insulting campaigns
• KEMC’s
– Key Ethnic Media Companies
You will be pleased to hear that there is an existing network already in place,
which you can tap into quickly and efficiently, which has all of the necessary
features above and also includes the bonus features and more.
This network has been formed by the key ethnic media companies themselves,
who have come together, as a cooperative media company to address some of
the advertising campaigns that have been rolled out in the past. These range
from completely ineffective campaigns, all the way through to appalling and
insulting campaigns.
Ineffective campaigns
Appalling and insulting campaigns.
The KEMC’s wanted to address these problem campaigns, as they have
reflected negatively on the effectiveness of ethnic media companies in the
past.
Bad advertising campaigns also shows poor results, which makes a client
think that ethnic advertising is not effective, so they have come together to
address these issues collectively / and solve some of the problems for the
agencies.
The Cooperative media company is called Eminz Ltd, which stands for Ethnic
Media Information NZ and is, owned by the key ethnic media companies;
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Eminz Cooperative
• Key Ethnic Media Companies are the
shareholders and members
• Covers all ethnicities
• Covers all media options
• Over 90% of all ethnic media companies
have joined.
EMINZ “Ethnic Marketing Information NZ”
The ethnic media companies are the shareholders and members
The Cooperative covers all ethnicities
The Cooperative covers all media options
Over 90% of all ethnic media companies have joined and this is still growing
Eminz was developed specifically for agencies to;
55
Help for agencies
• Help marketers reach these communities
effectively
• Provide a wide range of services
– Translation
– PR
– Graphic design, etc
• Provide resources to create a one stop shop
• Establish credibility and a professional face for
ethnic media
• Establish an entity which allows the industry to
interface with the KEMCs
Eminz is designed for advertising agencies to;
Help marketers reach these communities effectively
Provide a wide range of ethnic services, translation, PR, graphic design, etc
Provide resources to create a one stop shop for ethnic solutions
Establish creditability and a professional face to ethnic media
Establish an entity which allows the industry to interface with the KEMC’s
For those of you in the PR game who have had difficulties reaching the ethnic communities, you
will be interested to note that Eminz is very effective in this area.
And is registered on the Min of Civil Defence, “Early Warning System”. Within 5 minutes of
receiving a Press Release, the message will be on Indian radio, Chinese, Pacific, Maori, Pacific,
etc, and not just radio, TV, On-line, Press, in-fact every ethnic community and every key media
company in that community, simply by pushing one button and forwarding that message to
shareholders and members.
The main tool of Eminz / is the website, which is designed to provide advertising agencies with
direct access to the ethnic network. The user can quickly and easily develop a full and effective
ethnic strategy, with getting access to Eminz.
The Eminz cooperative network was launched recently in 2008 and the cooperative provides a
wide range of resources and services, to advertisers to help them reach these markets properly.
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Case Study
http://www.eminz.co.nz
Eminz website live internet Case Study;
So there’s no excuse any more, the tools and the resources are there to help
you, it’s simply a matter of utilising them.
So let’s look at what some of the mistakes and pitfalls
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Mistakes & Case Studies
• Accept the business card with both hands
• Place the card in front of you during
meeting
• Do not fidget with it
• Do not put the card in your back pocket
• At meeting close, put the card respectfully
in top pocket “by your heart”
Some time ago now, we addressed the executives of Red Bull and organised
an introductory session on doing business with the Chinese and the Indian
communities.
We explained about the protocol of business cards; I expect most of you are
aware how important this is in the Asian culture. However I’ll run through it
quickly FYI;
One accepts the business card with both hands
Places the card in front of himself during the meeting,
He does not fidget with it or loosen something stuck in his teeth,
One does not put the card in your back pocket and sit your arse on-it and
At the end of the meeting the card is placed respectively in your top pocket, by
your heart
Which all make good sense when you think about it.
Anyway to get back to Red Bull;
In particular they wanted to reach the Muslim community, so they listened intently
and eventually sent through an ad for the Kuk Punjabi newspaper.
58
Anyway to get back to Red Bull;
In particular they wanted to reach the Muslim community, so they listened intently
and eventually sent through an ad for the Kuk Punjabi newspaper.
The ad they produced, showed the desecration of the Indian flag, where they had
pulled out a certain feature of the flag, Show Indian Flag as part of the
background to give it an Indian flavour, then they changed the colours and finally
they had the Red Bull, ended up looking more like a sacred cow, than anything
else.
Engaging a graphic designer from that community would have saved time and
money. They would not make basic mistakes like that.
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• “Come alive with the Pepsi Generation”
became
• “Pepsi will bring your ancestors back from
the dead”
http://www.i18nguy.com/translations.html
Pepsi: Translates into Chinese as 100 ways to good luck.
Some time ago, Pepsi launched a campaign into China with the tag line “Come
alive with Pepsi”, unfortunately it was translated into “Bringing your ancestors
back from the dead”.
You’d have thought they would have learnt from the previous campaign with the
tagline; “Be Sociable” / translated as “Be Intimate”
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• The name Coca-Cola in China was first
rendered as Ke-ke-ken-la,
or “Bite the wax tadpole”
• Phonetically changed to ko-kou-ko-le,
or “happiness in the mouth”
To balance the view here’s one about Coke and translations
61
Ethnicity
Nielsen Media Q1 2009 – Q4 2009
Confidential & Proprietary
Copyright © 2010 The Nielsen Company
Figures from The Nielsen Company
62
•62
Ethnic Breakdown of People living in New Zealand 10+
Over the last 9 years; New Zealanders of European Decent have decrease by 7.5 percentage
points. Growth has occurred with NZ Maori, Pacific Islanders, Indian and other Asians.
2000
2009
% Point Change
NZ Of European Descent
67.6%
60.1%
-7.5%
European
9.9%
10.2%
0.3%
NZ Maori
10.8%
11.3%
0.5%
Pacific Islanders
5.4%
6.4%
1%
Chinese
1.9%
2.4%
0.5%
Other Asian
1.4%
2.2%
0.8%
Indian
1.5%
3.2%
1.7%
All Others
1.6%
4.2%
2.6%
•Source: Nielsen Media Panorama Q1 2009 – Q4 2009
•Base: All people 10+
Confidential & Proprietary
Copyright © 2010 The Nielsen Company
General population figures
63
Insurance Policy Held
Totals
Totals
Household
Contents
Insurance
House Insurance
Car Insurance
Medical Insurance
Life Insurance
(000s)
Index
(000s)
Index
(000s)
Index
(000s)
Index
(000s)
Index
(000s)
Index
3,680
100
2,107
100
1,994
100
2,427
100
1,046
100
1,326
100
100
1,473
111
1,375
109
1,637
107
731
111
873
104
96
NZ Of European
2,324
Descent
European
396
100
262
115
247
115
296
113
125
111
138
436
100
173
69
168
71
219
76
79
64
143
91
Pacific Islanders 247
100
83
59
85
63
112
69
40
58
80
90
NZ Maori
Chinese
93
100
39
73
42
83
53
86
28
106
27
82
Indian
122
100
45
65
43
64
65
80
23
66
36
81
Other Asian
87
100
30
61
32
69
44
76
21
86
24
76
All Others
164
100
80
86
74
84
103
96
37
79
64
108
This chart shows that in most cases ethnic NZ is under represented in holding Insurance
Policies (represented by lower than 100 index). This represents a great opportunity.
•Source: Nielsen Media Panorama Q1 2009 – Q4 2009
•Base: All people 15+
Confidential & Proprietary
Copyright © 2010 The Nielsen Company
Data on Insurance policies – highlighting the opportunities existing in the “ethnic”
markets
64
Insurance Policy Held - INDEX
New Zealanders of European Decent and Europeans are more likely to hold an Insurance Policy.
Although European do skew less likely to have Life Insurance.
Pacific Islanders notably are under insured than other ethnicities.
INDEX
•Source: Nielsen Media Panorama Q1 2009 – Q4 2009
•Base: All people 15+
Confidential & Proprietary
Copyright © 2010 The Nielsen Company
Data on Insurance policies – highlighting the opportunities existing in the “ethnic”
markets
65
Communication Company Preferred
Totals
Telecom
Vodafone
TelstraClear
Vert%
Index
Vert%
Index
Vert%
Index
Vert%
Index
100
100
100
100
100
100
100
100
European
10.2%
100
9.6%
97
9.4%
95
12.4%
125
NZ Of European
Descent
60.1%
100
67.3%
111
54.7%
91
59.0%
98
NZ Maori
11.3%
100
10.6%
93
11.3%
106
11.4%
101
Pacific Islanders
6.4%
100
3.8%
62
8.5%
137
5.7%
92
Chinese
2.4%
100
1.9%
69
3.8%
144
2.9%
122
All Others
4.2%
100
2.9%
73
4.7%
119
4.8%
117
Other Asian
2.2%
100
1.9%
70
2.8%
125
1.9%
83
Indian
3.2%
100
1.9%
62
4.7%
150
1.9%
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Totals
This chart shows that Vodafone have done an excellent job in penetrating and
winning the custom of ethnic New Zealand.
•Source: Nielsen Media Panorama Q1 2009 – Q4 2009
•Base: All people 10+
Confidential & Proprietary
Copyright © 2010 The Nielsen Company
Data on telecommunications– highlighting the opportunities existing in the
“ethnic” markets
66
Communication Company Preferred - INDEX
Vodafone is a clear stand out as the preferred communications company. With a significant skew towards
Indians, Chinese and Pacific Islanders. The one stand out difference is that both NZ of European Decent and
Europeans are less likely to use Vodafone and skew towards Telecom or Telstra Clear.
Confidential & Proprietary
Copyright © 2010 The Nielsen Company
Data on Insurance policies – highlighting the opportunities existing in the “ethnic”
markets
Anecdotally, the Indian and Chinese communities prefer Vodafone as they are
able to use different SIM cards in different handsets – for when they travel.
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Manukau City Council Recycling
Media Release MCC
3 August 2009
Major increase in Manukau's recycling
Manukau residents increased recycling volumes by 32 per cent, an extra 6900
tonnes, in the first year of a new recycling service, well ahead of the target of 15
to 25 per cent, set by Manukau City Council when introducing the new recycling
service on 30 June 2008.
Thirty per cent of waste is now recycled, compared to a rate of 22 per cent in
2007.
“The new service has been a huge success, with people recycling much more
than the 25 per cent increase we hoped for.
There are enough of these amusing anecdotes to fill a book and one day I’ll write
it, however, at this point I would like to summarise what we’re gone over today
and invite any questions from you as we go through.
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Results
• Recycling volumes increased by 32 %
– Waste recycling up to 30% from 22%
• “… huge success … more than 25%
hoped for”
Manukau residents increased recycling volumes by 32 per cent, an extra 6900
tonnes, in the first year of a new recycling service, well ahead of the target of 15
to 25 per cent, set by Manukau City Council when introducing the new recycling
service on 30 June 2008.
Thirty per cent of waste is now recycled, compared to a rate of 22 per cent in
2007.
“The new service has been a huge success, with people recycling much more
than the 25 per cent increase we hoped for.
There are enough of these amusing anecdotes to fill a book and one day I’ll write
it, however, at this point I would like to summarise what we’re gone over today
and invite any questions from you as we go through.
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Summary
1. Spoken about
1. Size
2. Research
3. Potential
2.
3.
4.
5.
6.
7.
Due Diligence
Communicate effectively
Engage with the audience
Appreciate the importance of the network
Identify “High Profile” community members
Establish direct links
Today we’ve spoken about the size of the ethnic communities and produced
some of the major body of research from respected organisation like AC
Nielsen’s and Dept of Stats, which have highlighted the potential in these ethnic
markets.
We’ve also talked about how to build an effective ethnic marketing strategy and
how to access the appropriate networks and systems and services required to
implement that campaign and ensure it’s successful.
Do your due diligence;
So do your do diligence and research your target audience
Communicate clearly, in a way they want to hear
Engage with the audience
Appreciate the importance of the network and engage it early
Identify “hi profile” community members
Establish direct links with the on seller / community
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Summary (cont)
8. Select appropriate media options
9. Allocate sufficient budget
10. Get involved
11. Use models / faces
12. Analyse campaign
Select Appropriate Media Options
Allocate sufficient budget
Get proactively involved in the community and raise your profile
Use models / faces from the target community, that identify with the product
After each campaign analyse where you could improve
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“It’s time for New Zealand’s agencies,
companies and public sector organisations
to seriously examine who their customers
are, and think creatively about what they
have to offer the ethnically diverse groups
within that customer base”
What is important for you to take away from this today, is that the ethnic communities are
here in large numbers and they are only going to get larger every year. This is not a fad!
They are strong in buying power, cash rich and asset wealthy and are most probably
already buying a similar product to what you’re marketing into mainstream. They might
buy your product but may not know it exists.
If you are not in the media they are consuming, you are not reaching them effectively.
These media companies are at the coal face in these communities collecting news
everyday and reporting it back to the community.
The Network has been developed exclusively for the purpose of getting information into
the communities quickly and easily and for raising awareness about the opportunities,
which are available in these communities.
Closing Statement
The power of the idea is in its implementation!
In closing I’d like to briefly read the following piece of research that is now about 5 years old, but it
is still very relevant today, especially in light of the last statement.
It’s time for New Zealand’s agencies, companies and public sector organizations to seriously
examine who their customers are, and think creatively about what they have to offer the ethnically
diverse groups within that customer base.’
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“Research shows that the marketing industry finds
targeting ethnic groups the complicated because
they often do not understand this audience, and
as a result the ethnic market is neglected.
Ethnic communities are often overlooked by the
New Zealand marketing industry despite their
significant buying power. Agencies all too often
do not think of the ethnic minority unless they
are specifically given an ‘ethnic brief’”
Research shows that the marketing industry finds targeting ethnic groups complicated and complex because
they often do not understand this audience, and as a result, the ethnic market is neglected.
Ethnic communities are often overlooked by the New Zealand marketing industry, despite their significant
buying power. Agencies all too often do not think of the ethnic minority unless they are specifically given an
'ethnic brief'.
The article goes on to talk about people's distinctive values, beliefs and attitudes and that, Marketing
campaigns that understand the significance of targeting these communities in a culturally informed way,
guarantees long term success, customer loyalty and growth.
Very little has changed from this message, as the industry has been slow to adopt and change, over the last
5 years. However with the ethnic media companies providing the conduit to these markets via the Eminz
cooperative.
The network is there, it’s just a matter of leveraging it for your own requirements.
The question is: “will we develop these markets or fumble on for another 5 years?”.
These markets have been constantly getting larger and are now the fastest growing markets in NZ and we
need to be aware and have a strategy in place to reach them effectively.
The size of the opportunity will drive the implementation of these markets into corporate and Government
marketing and I believe the proactive agencies will drive strong ethnic strategies into their pitches and
marketing plans.
Martin Pouwels
[email protected]
73