Rule 1 – Boost your MQ

The first rule states that companies can boost their Multicultural Intelligence (MQ) by providing diversity training, hiring a diverse staff, and going to the places where diverse audiences live and interact. This type of research will help them identify customers’ motives and preferences so advertisements and promotional materials can be more suited to diverse audiences.

This rule lays the groundwork for the seven that follow, essentially telling marketers to become educated about the audiences that they want to reach.

 

Rule 2 – Divide and Conquer

The second rule reminds marketers that no consumer group is entirely homogenous, meaning there are subgroups within each that need to be addressed separately. Morse recommends targeting the entire group in a big way with advertising while using grassroots and digital approaches to reach the subgroups. These subgroups can be expressed through the three Gs – gender, geography and generation. Gender covers anything from male/female rifts within a single race to the differences in gay and lesbian populations. Geography refers to people living in urban vs. rural communities as well as various countries or regions (since many people from different countries are lumped into one racial category, i.e. Hispanics/Latinos). Generation was decidedly the best defining variable and refers to the generational divide in America as we know it (Boomers vs. Gen X vs. Millennials vs. Gen Z), but in terms of diverse audiences, it specifically refers to how many generations someone’s family has been in the United States.

Audiences are becoming more diverse every day, so it is important for companies to do their research and resist categorizing people into broad groups who may actually think very differently from one another.

 

Rule 3 – Don’t Trust the Experts

The third rule warns companies against blindly relying on a diversity “expert” because they may manipulate research and ignore statistics to sell you on marketing to their particular “segment” of expertise. Instead, marketers should do their own independent research on consumer groups to get an accurate picture of the market.

It is also important for companies to employ staff and consultants that live in cultures that you’re hoping to market so you can get their perspective while understanding that no one person can speak for an entire group.

 

Rule 4 – Don’t Let the Joke Be on You

The fourth rule is simple: humor can go horribly wrong. Every person perceives the world through a different lens influenced by history, culture and societal norms. In today’s social media age, humor has become increasingly prevalent in marketing strategies because funny things go viral so quickly. When appealing to diverse audiences, however, companies need to be careful not to cross any lines.

The main takeaway from this rule is: don’t assume humor translates. Always test marketing material on multicultural focus groups and avoid using humor at the cost of any particular group, racial or otherwise.

 

Rule 5 – Don’t Get Lost in Translation

The fifth rule describes how important it is to have accurate translations when communicating with diverse audiences. Cultural nuances can influence language, especially when words have double-meanings. “To translate a language is to translate the culture of the people who speak it” means that it isn’t enough to Google Translate a printed advertisement without having it approved by someone who lives in the culture that speaks that particular language.

This rule also applies to subgroups that were mentioned in Rule 2 because a single phrase can have different meanings to people from different Spanish-speaking countries. With a little bit of research, a company can avoid getting lost in translation and save itself from embarrassment.

 

Rule 6 – Push Their Buttons

The sixth rule encourages companies to discover what will emotionally move their multicultural audiences. With some audiences, mere representation in advertisements will have a large impact. However, a single advertising effort isn’t enough. Companies need to push the buttons of their audience until the sale is made, drawing them in and making them feel seen, understood and comfortable. This rule relies on a company’s ability to do research on a particular audience segment. What makes them smile? What are they looking for in a product? For example, Morse describes how a grocery store can appeal to different audiences based on the produce it provides. To some cultures, an apple is an apple no matter what type, while others want a wide selection. The same can be said for chili peppers.

The advice here is simple – get to know your audience and what moves them.

 

Rule 7 – Market on a Wink and Prayer

The seventh rule describes a tactic called the “wink” which is a subtle, insider reference to a particular group in a mainstream advertisement. Winks are devoid of stereotypes, challenge preconceptions and elicit a “that was for us” response from multicultural viewers. They can forge deep connections within viewers, especially those who feel stereotyped or unseen.

Winks are successful because they connect to multicultural consumers who rarely see themselves in mainstream ads and shows you “get them.” This can be anything from a piece of artwork on the wall of an African American character’s home or a hint of Spanglish from a character’s mother.

 

Rule 8 – Make Up, Don’t Cover Up

The eighth rule concludes the guide by reminding companies that watchdogs will always find something to get upset about, but the best move is to thank them for their insight and promise to be more careful in the future. The best way to avoid a communication/marketing error is to actively prevent the issue from the beginning. As Morse says, “An ounce of prevention is worth a pound of cure.” Companies should be educated on how to avoid comedy malfunction before watchdogs have to step in, but they should also remember that watchdogs may not always accurately speak for the segment they supposedly represent.

Simply put, don’t jump right away and when you do, do it gracefully. Each situation will require a different response, but sometimes, a simple “we’re sorry” is the best way to handle it.