Mass-Market Agencies Suffer from Long Learning Curve.

“It takes more than walking the walk and talking the talk (a very old adage) to master the multicultural markets. Instead, mass-market agencies should taste the street and get the true flavor on how to connect with multicultural consumers. Before marketing to them, they need to discover how multicultural (and specifically ethnic) consumers live; where they work; how they consume information; how they make purchases; how they interact; and how they experience their slice of America. Yeah, it’s Marketing 101 but with a twist. To truly succeed, marketers and agency folks need to position brands so that they capture the nuances of each multicultural segment and make that all-so-important emotional connection with consumers who are often marginalized in so many aspects of their lives. “ Posted by Bill Imada on the AdAge.com ‘Big Tent Blog’.

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