Multiculturalfaqs!

Sticky Social Network BlackPlanet Acquired by Black Radio Giant

Advertisers who are looking to strengthen their ties to urban black consumers will certainly rejoice over the recent acquisition of BlackPlanet by Radio One. Radio, the Internet, grassroots outreach and cross platform promotions can render greater ROI and influence over these consumers. According to Shawn Marshall, Vibes Media and a seasoned urban marketing expert this will widen Radio One's reach to nearly 80 percent of the market. Yet, others are surprised at the somewhat low price of $ 38 million dollars, the price of the sale.

Started almost ten year ago by twenty-somethings, this social network was the precursor to current day MySpace, FaceBook. Benjamin Sun and his team brought to the industry a razor-sharp media and community platform that is till today a savvy network to connect with urban youth through BlackPlanet, MiGente, AsianAvenue and other networks from Community Connect Inc.

Omar Wasow, the Executive Director for BlackPlanet  before he went to pursue his Ph.D. at Harvard, brought to the brand an uncanny savvy that combined the passion and spontaneity of youth with the the intellectual aura of a "Philosopher Prince. Community Connect's flagship brand was undoubtedly BlackPlanet which Hitwise ranks as the fourth largest social network.

 I vividly recall Omar's speeches at conferences in the late nineties predicting that the way we communicate with consumers is changing rapidly and how the consumer will become the creator of the message and of networks rather than just passively consumer messages and media channels. We have all seen this transition occur right under our nose.

But the vision and the enterprise of the folks that gave us BlackPlanet is certainly worth far more than the price tag for the sale and will be far more valuable than a mere cross platform buy to marketers seeking to truly connect with urban youth and communities.

Additional reading suggested

http://www.ebonyjet.com/bigideas/?p=260

Coffee Maker Dunked in a Soup by Fear Mongering Bloggers

As though all the race related rants over the Presidential Elections were not enough, the advertising world seems to have been upstaged by bigoted bloggers who have been able to get Massachusetts based coffee giant, Dunkin' Donuts to bring down their advertisement. This advertisement showed Rachel Ray, wearing a silk scarf which according to the bigoted bloggers resembes the keffeyeh, a scarf traditionally worn by Arab men. These posts have generated thousands of comments and the power of social media has once again been reiterated. The headscarf by Muslim women or the cloth turban worn by Sikh men from India have led to contentious arguments and attracted strong protests in France, England and the United States. Yet, this paisley scarf worn by Rachel Ray is an example of how fear mongering can uproot us instantly.  

The speed and power of viral Internet based conversations clearly has been proven to bring down advertisements, raise campaign dollars or spread the word about a host of products and services.

Signs and symbols, colors and accessories can definitely suggest meanings that are not explicit. The color green is for example frequently associated with Islamic culture. The color red is auspicious for the Chinese. Hindu women will not appreciate black as part of a bridal or baby shower wardrobe. Artistes and communicators knowledgable in semiotics or cultural nuances use these insights positively to enhance the communications process. But the reason that conservative bloggers like Michelle Malkin can get away with referring to the scarf as "jihadic chic", is because there is also a widespread gap in our cultural quotient about Arab/Islamic/Muslim and Palestinian cultures

Such a "tempest" as the New York Times times columnist Stephanie Clifford calls this outcry only tells us that we have a long long way to go in building our cultural fluency which calls for the abolition of cultural arrogance that limits our world vision and our own appreciation of humanity.

Suggested references

http://www.nytimes.com/2008/05/30/business/media/30adco.html

http://www.sikhcoalition.org/

Immigrant Strides—Culture of Hope

By Rupa Ranganathan

The Los Angeles Times blog speaks about how the Los Angeles Chamber of Commerce joined the march this year for National Immigration Day, on May 1^st, which Lou Dobbs will insist is actually National Law Day initiated by President Eisenhower in 1958. Sometime back, Bill Gates told Congress in a testimony that “for America to remain globally competitive Congress must increase funding for science and math education, basic science research and raise the cap on green cards and H-IB visas”. At a time when all eyes are on the economy, jobs and lower fuel or food prices, who will map out the future of American enterprise, innovation, or scientific advancement that was the envy of the world? With a declining dollar and the ravages of mortgage meltdowns, a short term look that takes aim at immigrants or outsourcing only limits our vision and growth. 

About year ago, NPR featured a success story of a former illegal immigrant Dr. Alfredo Quinones-Hinojosa who came to this country under very trying and modest circumstances as a farm-worker and realized another stellar immigrant dream. This former illegal worker became a leading brain surgeon at Johns Hopkins who is conducting cancer research and completed his medical education at the prestigious Harvard Medical School.

While politicians sway public opinion to the left or right of this issue repeatedly, businesses recognize the value of extending open arms to immigrants that work tirelessly to enrich the scientific, social and economic fountainhead of America. But, more than businesses, community organizations and grassroots institutions pour their goodwill, knowledge and warmth to immigrants all the time and contribute towards transformation of individual lives as well as that of the economy working quietly in their little counties.  One such organization that comes to my mind is the Literacy Volunteers of Morris County, that painstakingly seeks to help immigrants discover their true potential and get situated in the new country of residence.

Corporate America and various business entities like the LA Chamber of Commerce recognize the importance of initiating appropriate reforms to get the most out of immigrants who have their eye on “The American Dream.” Immigrant cultures bring to the country diversity of skills and cultural values. But more importantly, immigrant lives share the philosophy of Hope and Determination which must form the bedrock of progressive nations. With the price of fuel and food skyrocketing, immigrants fall easy prey to attacks from social and political pressures. Yet the grit and determination of numerous immigrant achievers can greatly fortify a nation, whose very foundation nurtures immigrants chasing “life, liberty and the pursuit of happiness.”

Additional References

Farmworker to Surgeon: Immigrant Lives Dream

http://www.npr.org/templates/story/story.php?storyId=10013111

May Day March Smaller but Festive, LA Times May 2, 08

http://www.latimes.com/news/local/la-me-mayday2-2008may02,0,7551702,full.story

Literacy Volunteers of Morris County

http://www.lvamorris.org

Celebrating Mamá –The Hallmark of Latino Pride

By Rupa Ranganathan originally published April 25

Mother’s Day is fast approaching and retailers from Dell to Luxury Spas are coming up with various deals to seize their share of market by tapping into the “emotional energy” that is intertwined with Mother’s day gift-giving. How many retailers are seizing the high growth opportunity from promoting their products and services to Latinos during this time?  I have learned from many savvy multicultural experts that “Mother’s Day is a huge Latino marketing opportunity”. Even as we continue to read about tougher economic times and rising prices for fuel and food, it will become more important to build on strong niche segments rather than spread your dollars too thin across a large and generalized market.  The Latino market segment is a readymade opportunity for Mother’s Day. From remittances to flowers to beer, food and even expensive white goods, this is a very important purchasing season.

I interviewed Hallmark’s editorial director, Arlette Torres about Hallmark and Mother’s Day and what makes this a very special holiday for Latinos. She said “Mothers have a place of honor in Latino culture.  Mamá is regarded with love, respect and gratitude, which explains why Mother's Day, is Sinceramente Hallmark's best-selling season”. According to Torres, in the general market, Christmas, then Valentine’s Day and then Mother’s Day are the top selling holidays. However, for the Sinceremente range which was introduced some five years ago, to tap into the growing Latino boom, Mother’s day is the top seller followed by Christmas and then Valentine’s Day. Torres adds that in México for example, it's common to serenade mom with live mariachi bands on Mother's Day.  Latinos living in the US, but whose mothers live in their country of origin, often send the most expensive and meaningful gifts they can to their mothers- from refrigerators to paid vacations. Yet what percent of the “Mother’s Day” marketing budgets have provided for Moms and Mamás?

spending power alone.

For a deeper insight into Latino culture, spending priorities and more importantly learning how to transform “share of heart to share of wallet” read the newly released book from Paramount Market Publishing titled “ Hispanic Customers for Life: A Fresh Look at Acculturation” by  Isabel Valdes.

Recommended Links to learn more about Latinos and about Latinos and Mother’s day visit

Celebramos!

http://www.isabelvaldes.com

http://www.washingtonpost.com/wp-dyn/content/article/2007/05/09/AR2007050902526.html

India Outsources “Cheer”

by Rupa Ranganathan, first published April 17

NFL’s first ladies are on an exciting mission. They are touring India to audition Indian women to start a new squad of cheerleaders for The Royal Challengers, a Bangalorean cricket team owned by prominent liquor moghul Vijay Mallya, who also owns Kingfisher Airlines (famous beer line from his brewery line). Cricket’s new avatar in India has come a long way from the five day test matches with players donning crisp white cotton pants and shirts with matching sweaters reminiscent of the British Raj. The Washington Redskins may have just hit upon a new cultural export from America. Tunku Varadarajan’s excellent oped in the New York Times titled “India’s Game, U.S. Spice” tells us “how brash India has become, and also how this brash new India has transformed cricket – once the most staid of sports –into a game that is perilously close to a circus.” At first shocking and even blasphemous to traditional cricket lovers, this bold foray into the staid world of cricket is just a sign that there is much more to come. Will this trip be a flash in the pan or will these maidens usher in a new passage to India? Recommended reading

Tunku Vardarajan’s Oped

www.nytimes.com/2008/04/15/opinion/15varadarajan.html www.churumuri.com popular Indian blog with deep insights about people and events in the Mysore region (in the Indian state of Karnataka)

Religious Diversity in America – What should marketers take note of?

by Rupa Ranganathan

At a time when politicians, talk show hosts and news media are fanning religious flames with much abandon, many marketers still want to wear blinkers when it comes to the recognition of the role fo religion in the lives of everyday Americans. Today, there are "pillows in the place of pews" in an ld Baptist church in Seattle which is now a Buddhist monastery filled with local people rather than Tibetan immigrants. This echoes the findings of a recent Pew study that reveals that nearly three quarters of Buddhists in America, are native born. A sizeable number of Americans have switched their religious affiliations.

The Pew Forum released its U.S. Religious Landscape survey which is based on interviews with 35,000 over the age of 18. By any measure, this is a valuable reference point for marketers, especially when there are significant ethno-racial aspects to glean from this study.

Some of the highlights of the study are of importance to marketers and multicultural experts.

Native born vs. foreign born

Among foreign born adults, Catholics outnumber Protestants 2 to 1 and Latino immigration has given rise to a very distinctive brand of Latino churches in the country.

Religion and family size

Mormons and Muslims are the groups with the largest familes. More than one in five Mormons and 15% of Muslim adults in the U.S. have three children living at home.

Regional dispersion of Religion

The Midwest most closely resemnbles the makeup of the overall population. The South, by a wide margin, has the heaviest concentraion of members of Evangelical Protestant churches. The Northeast has the greatest concentration of Catholics, and the West has the largest proportion of unaffiliated.

Religion and Educational Attainment/Income Levels

Nearly half of the Hindus in the U.S., one third of Jews and a quarter of Buddhists have obtained post-graduate education compared with only about one in ten of the adult population overall. Hindus and Jews are also much more likely than other groups to report high income levels.

And P.S

Muslims from South Asia speak Urdu, Punjabi. Bengali and Urdu ---and not Arabic in their daily life and recite their prayers in Arabic.

Acquiring Global Fluency – Recharging Ethnic & Multicultural Expertise

by Rupa Ranganathan

Are you ready for the "Global Multicultural Economy?"

In today's uncertain economic environment, marketers stand to gain much by embracing multicultural market segments. But the transnational lifestyles of ethnic consumers within the United States as well as soaring international opportunities in multicultural societies signal that multicultural experts in the U.S. must widen their nets.

PepsiCo's CEO, Indra Nooyi's recent interview to Fortune Magazine (February 19, 2008 issue), clearly emphasises the growing role of international markets. Currently the beverage giant's international business represents 40% of total revenue. Its international business grew by 22 % (Three times domestic sales). Clearly all marketers should have an international plan of action to seize the growth momentum from China, India and other global markets.

Market researchers or advertising experts with a strong portfolio will do well to add international resources and expertise to their offerings. Clients ranging from plastic surgeons to multinational packaged goods ae actively expanding their sales from BRIC and Latin markets.

This blog is intended to raise thoughts, issues and opportunities to expand our global vision as multicultural marketers and go far beyond skin, color, race or language. For, true diversity comes to us from many sides.

I have three suggestions to share with marketers that have not yet tasted the highs of international marketing.

1) Read up on opportunities in emerging economies .

2) Take a business trip --Valerie Romley of Moving Target Research is planning an ethnographic immersion to China this summer.

3) Visit a country that you have always been meaning to go to with your family and discover new trails for your business.

Suggested sites

http://www.movingtargetresearch.com/rethinkingchina

http://www.incredibleindia.org