EFFECTIVE MARKETING TO A MULTICULTURAL WORLD STARTS ONE NEIGHBORHOOD AT A TIME

News flash: We live in a multicultural world. The most recent census data indicates that nearly 70 percent of the largest U.S. cities are more racially and ethnically diverse than they were 10 years ago¹. And with the purchasing power of diverse audiences (including Black Americans, Hispanic Americans, and Asian American Pacific Islanders) projected to reach nearly five trillion dollars in 2023², it’s a no brainer that marketers and business owners must continue to evolve their strategies to reach audiences more effectively and authentically.

The importance of local (hint, it’s everything)

Effectively reaching audiences in a multicultural world starts with having a deep understanding of local markets and communities. It’s the foundation for building authentic engagement and connection. You can tap into this knowledge and reach the audiences you need with an advertising partner who has the local insights, products, and people to connect your business with them on every screen.

Consider these three steps when building your marketing strategy:

1. Create relevant creative that resonates with local audience(s) and prompts them to engage with your business. Find experts who live and work in the communities they serve. With their innate knowledge of the community--neighborhood by neighborhood--they can personalize advertising solutions for each client’s unique needs. Tap into their local knowledge and insights to get customized marketing strategies that help your business develop authentic creative.
2. Harness the power of data. Use data and the right advertising partner to help you locate your desired audience in a privacy-focused way. When doing so, audience data, purchasing, and demographic data will then enable you to find and engage with your target customers and maximize the impact of your ad campaign. 
3. Activate your local resources and support. Through partnerships with chambers of commerce, trade associations, and multicultural alliances, you can seamlessly connect to information, customized solutions, resources, and community support for small businesses. With strong connections, the right advertising partner can help local businesses and communities grow.

Marketing is complicated; Spectrum Reach is not. Spectrum Reach is your one advertising partner for effective, modern, marketing solutions, with access to the most valuable content on any screen combining the data, creative, and strategic solutions to help you connect with multicultural audiences--all on a budget that works.

Connecting communities and paying it forward…

Spectrum Reach has gone beyond connecting marketers to their audiences, becoming an even more integral part of growing local communities through their Pay It Forward program. Launched in 2021, the program has delivered more than 15 million dollars in advertising and marketing resources to multicultural-owned businesses. Since launching the program, Spectrum Reach has helped more than 1,300 multicultural and women-owned businesses in more than 40 markets through the power of their advertising expertise, products, and services.

Donny Harper, founder of GO(O)D Company in Cincinnati, Ohio, needed advertising to help spread the word about his new business. Through Pay It Forward, he was able to leverage Spectrum Reach’s local insights and creative capabilities, creating a TV commercial and customized TV schedule to expand his reach within his community. He estimates that developing a holistic marketing strategy as part of the Pay It Forward program helped increase his sales by five to seven percent.

“For a small business owner, like me, seeking to grow their audience and supporters, Spectrum Reach’s Pay It Forward program continues to play a major part in helping take advertising to the next level,” said Harper. 

Harper continues to work with Spectrum Reach to this day.

Local connections. Local experts. Big results

So back to the news flash: We live in a multicultural world. And to be effective marketers, it’s important to partner with an advertising provider that has the local expertise, insights, and connections--neighborhood by neighborhood--to help you grow your business.