Go Long: 5 Ways To Grow Your Brand

By Roberto Orci

I grew up in Houston and, like most high school boys, we could not get enough football. During the week we had daily football practice. And most weekends, rain or shine, it was touch football in the park. We wanted to be the best.

During the weekend games we were on our own and had more freedom to think big. So when we went for that dream play the quarterback would confidently tell the receivers “Everybody, go long.” And to our delight, we often scored a winning touchdown. The question I would ask advertising agencies and marketers today is how often do you “go long” and explore every avenue of growth for your brands?

As the 2020 Census reminded us, 100% of the population growth in the last 10 years has come from multicultural segments and the white general market population actually declined. And to quote Carlos Santiago, research expert and co-founder of the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), consumers today “have high expectations of brands.” Specifically, he noted that “75% of all consumers expect brands to take public stances on Diversity, Equity and Inclusion in their ads.” All this at a time when close to half of multicultural and inclusive segments consumers do not trust most brands. The status quo needs a makeover.

P&G’s marketing head, Marc Pritchard, said it well. “If you are not doing multicultural marketing, you’re not doing marketing.” The good news is that regardless of your multicultural experience you can get started now to dramatically grow your brand through segment marketing. Here are 5 ways to go long starting today.

1. First quantify the size of the prize: One way to get started is to use Simmons, Nielsen, IRI or other projectable syndicated studies to get brand shares for each individual segment, including the general market. The share gap between the general market and the segments’ shares will give you the share growth potential for each segment. Simply closing the share gap so that all segment shares are in line with the general market can be the source of significant volume games. P&G estimates that by doing that, they would add half a billion dollars of sales revenue.
2. Start a process of discovery: Get a good understanding of consumer perception and consumer sentiment for each opportunity segment to determine where the brand might be falling short. These insights will guide the design and content of your marketing programs. For instance, you may find different usage and attitudes towards the category as a result of different needs due to demographics, or unfamiliarity with the brand or because product behaviors vary by segment. You may also learn the multicultural segments with the greatest potential will have a path to purchase the leads to a different channel strategy than the general market. The more you dig, the greater the insights.
3. Develop an integrated strategy: The discovery process will light the path. However, keep in mind that most segment consumers are exposed to broadly targeted marketing in addition to segment specific efforts. Therefore, consider these two recommendations. First, ensure that broad messaging and narrowly targeted messaging are customized but not in conflict, and that they are consistent with the brand’s overall positioning. Second, explore reflecting the cultural nuances of important multicultural segments in broadly targeted advertising, as well as in targeted segment efforts. Google Pixel 6 is a good example with their Super Bowl spot for Real Tone showing the product capturing true skin colors. Not a bad idea considering that more than half of Gen Z, and nearly half of Millennials are multicultural.
4. Produce powerful creative content based on new insights and the right channel strategy: The discovery process and accompanying strategy will guide you to create content that will lead to a stronger brand, an increase in purchase intent, and eventually, greater sales revenue. In order to succeed in this endeavor use team members well versed in the target culture. And avoid simple adaptations or translations not based on cultural insights. Be authentic.
5. Measure your success and learn: Track the results of your efforts as you would any general market program, but ensure that the segment attribution methodology is accurate. You can also add to your arsenal ad testing developed by ANA’s AIMM co-founders that measures traditional ad effectiveness, plus how well segment culture is reflected. The CIIM test has been used on more than 1500 ads (traditional and digital) covering 500 brands in 63 categories across numerous segments. The results show that ads with a high cultural inclusion score increase brand perception 3.8 times, and increase purchase intent 2.8 times. This means greater bang for every media dollar spent. The CIIM test can be used on finished spots as well as animated storyboards.

A last piece of advice is to get the support of a segment guide. To succeed in today’s increasingly diverse consumer market may take fine tuning across the organization– strategy, channel planning, creative, production, analytics and HR among others. This is not altruism. It’s about growth as a result of authentically portraying your consumers regardless of identity, race, or abilities. Bring someone on board to lead the charge who is well versed in the integration of the general market and segment markets. It will be good in the short and the long term.

You will be in good company. P&G, Johnson & Johnson, Denny’s, Ulta Beauty, Walmart and many other leading marketers today are telling their agencies and marketing partners they need to step up to this new challenge and growth opportunity by making the necessary changes to their organizations and processes. They realize that to “See All” is vital to their long term success. So don’t wait for the weekend to go long.

About Roberto Orci

Roberto is a marketing and advertising executive who provides leadership and guidance to take companies to the next level. He is a recognized leader, having acquired the know-how, the tools and the experience turning around firms across numerous industries, segments and geographies. He can be reached at do************@gm***.com