Marketing to Communities of Color!


Gayle Wiegand

Marketing Communications in the U.S. is no longer a one-size-fits-all proposition. Effective message delivery to all residents of the United States requires that we examine the unique consumer behaviors of the country s communities of color.

The designation community of color may be applied to a wide spectrum of minority and ethnic groups. According to the 2000 U.S. Census, approximately 30 percent of the U.S. population currently belongs to a racial or ethnic minority group. The Census Bureau projects that by the year 2100, non-Hispanic whites will make up only 40 percent of the U.S. population.

Successful multicultural messaging depends on messages and products that are crafted to each individual audience, rather than presented as recycled versions of products designed for mainstream audiences.

Reaching the African American Market.

Although African American consumers are unique, they are not difficult to reach. To understand what affects the consumer behaviors of African Americans, we need to examine the history that frames what it means to be black in America. Unlike groups such as Hispanics and Asians who immigrated to the U.S. in search of a better life, African Americans were brought to this country against their will, and faced tremendous adversity and denial of basic human rights.

Today s African Americans continue to further establish their place in American culture, prove their worthiness, and empower themselves. Research tells us that they respond positively to messages that show they are important members of society.

Too often, African Americans are thought of as a single market segment. This is erroneous thought. Like other communities of color, African Americans are a diverse population. Clear differences exist by culture, region, social and economic status, as well as age, experience, and education.

Other considerations are:

Half of African American households are headed by females

African Americans are likely to live in larger households than whites

In terms of high school graduation rates, an equal percentage of black students earn diplomas as white students.

There is no guaranteed technique for reaching African Americans, but major differences have been identified between how African Americans and whites respond to messaging:

African Americans take messages more literally than their white counterparts.

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African Americans tend to like copy and visuals that directly correspond to one another.

African Americans prefer lifestyles and contextual appeals. They find messages more believable that feature people in real situations. They are less responsive to talking heads or single-spokesperson appeals.

African Americans tend to prefer message delivery vehicles that represent a variety of cultures, featuring people of various hair types, skin tones and personalities.

African Americans look for positive images of black life.

Reaching the Hispanic/Latino Market

According to the U.S. Census Bureau, Hispanics have surpassed blacks as the nation’s largest minority group (January, 2003). Like African Americans, the Hispanic/Latino market is a diverse group. The largest segments as identified by the Census Bureau are: Mexican Americans, Puerto Ricans, Cubans, those who have immigrated from Central and South America, and a category known as other Hispanics.

Hispanics in the U.S. hold both a strong desire to preserve their traditional culture and values, and optimism about their children s opportunities in America. There are important differences between Hispanics born in the U.S. and those who have immigrated: those born outside the U.S. or in Puerto Rico speak mainly Spanish, follow more news from Latin America, and preserve the traditions of their native country while also adopting U.S. culture. Yet they also say that their own lives are now improved, and feel closer now to the United States than they do to their native country. Succeeding generations of Hispanics — those born in the U.S. — speak English, watch English-language media, and follow U.S. news and events.3

Strategies to reach Hispanic/Latino audiences often miss the mark. Although 46 percent say they speak mostly Spanish or only Spanish in the home (71 percent of those born outside the U.S. speak mostly or entirely Spanish), merely translating English messages into Spanish can result in sending the wrong message or no message at all. In the 1970 s, General Motors tried the Chevy Nova in Mexico, no realizing that nova translated into no go.

In addition, presumptions can t be made about attitudes, cultural values, and how much the Hispanic/Latino, or other ethnic group understands about products and services.

Guidelines for reaching Hispanic/Latino audiences include:

Give detailed information; use demonstrations.

Stick to literalism and reality; use strong visual images

Use testimonials.

Show a colorful, upbeat environment.

Understand the importance of family.

Go for neutrality in accent, appearance and lifestyle.

Use informal Spanish in Spanish-language messaging.

Stay away from translations or dubbings of English copy. Translations don t always work. Copy should be adapted.

Reaching the Asian American/Pacific Islander Market

Like Hispanic/Latino Americans, Asian Americans are not a single race of people.

Asian Americans have a strong tie to family and culture; their households are larger than those of other Americans; and there is generally more than one worker in the home. Decisions are often made by both husband and wife, and word of mouth is important to Asian Americans. Eighty-five percent of respondents in a study said a friend s recommendation was their primary source of consumer information.

Although Asian Americans represent a diverse group, some similarities in reaching them are:

Asian Americans have strong ties to family and culture.

Older Asians prefer messaging in their native language.

Newspapers are a powerful medium for reaching Asian Americans.

Asian Americans have a strong need to please and impress their families.

Reaching the American Indian/Alaskan Native Market

Native Americans are unique as individuals and in their tribal cultural heritage. Effective message delivery may differ from tribe to tribe and from community to community. Native Americans find meaning and wholeness in spirituality and harmony with nature. The family and the group take precedence over the individual, and they are anxious to be rid of stereotyped images of their culture.

Although they too represent a diverse group, some similarities in reaching the American Indian/Alaskan Native Market are:

Native Americans place importance on credibility and honesty.

Use bright and colorful visual images.

They think storytelling is an important tool to pass on information, so stories/testimonials should be used to make a point.

Native Americans like to be heard, they like to be given an opportunity to talk about their experiences, problems and suggestions.

Written by Gayle Wiegand

Gayle Wiegand heads up a marketing communications consulting group, Outreach Pros – . She has directed projects for private industry, not-for-profit, and government contracts.

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Marketing to Communities of Color!

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Wednesday, April 25, 2012

According to Israeli Prime Minister Benjamin Netanyahu, the termination of a natural gas contract between Egypt and Israel is a business matter and not a political issue between the two counties. Netanyahu’s statement on Monday backs away from other officials’ earlier responses to the action.

Egyptian Natural Gas Company announced Sunday, April 22 that it will stop supplying Israel with natural gas over a disagreement about payments. The company’s leader claims the other side is in “breach of contract” as Gasco has not been paid for what has already been delivered.

In 2005, Israel and Egypt, under former president Hosni Mubarak, signed a 15-year trade deal whereby Egypt would supply natual gas at a discounted rate to the Israelis. Tensions between the two countries have made Israel cautious about relying on Egypt for its energy. Since the 2011 Egyptian revolution, the pipelines for transporting natural gas from Egypt to Israel have been damaged up to 14 times.

When this decision was broadcast on Sunday night in Egypt, commentators for Egyptian news services discussed whether this decision was a blatant contractual infringement, a necessary commercial move, or an attack on the original peace treaty between Egypt and Israel made at Camp David in 1978.

In Israel, Yuval Steinitz, the finance minister, said, “This is a dangerous precedent that diminishes the peace treaty [between the two countries].”

Avigdor Lieberman, foreign affairs minister, had called on Egypt to reverse the decision and prevent the contractual dispute from escalating into a political issue. Since Netanyahu’s more recent comment, Lieberman has also backed away from characterizing the issue as a political dispute.

Egypt’s natural gas exports once made up 40 percent of Israel’s natural gas reserves, but Israel has looked for other options as the political atmosphere in Egypt changed. Israel is developing its own offshore fields, and it has begun to import other types of “dirty fuels,” like gas and diesel. As a result, Israeli consumers have seen a nine percent increase in electricity costs and Israel is preparing for the possibility of blackouts.

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Saturday, June 2, 2007

Thirty-five square kilometers, or 13.5135755 square miles, or 3,500 hectares or 8,648.68835 acres.

However you figure it, it’s a sizeable chunk of land.

And it’s missing from Cambodia on the website for the Association of Southeast Asian Nations, or ASEAN, a 10-member regional body of which Cambodia is a member.

The apparent rounding down of Cambodia’s territory, 181,035 square kilometers, on the ASEAN website, has some Cambodian lawmakers up in arms.

Parliamentarian Keo Remy, a member of the opposition Sam Rainsy Party, is calling for the ASEAN website to be blocked by Cambodia’s Ministry of Posts and Telecommunications if the number is not corrected.

“We know that Cambodia has border disputes with its neighbors, and Khmer citizens are paying attention on these issues. We cannot accept such incorrect points. The most important thing is that the government should close this web site,” Keo was quoted as saying by the Khmer-language daily newspaper Kampuchea Thmey.

Though Keo acknowledged the error could be an honest, if careless, mistake, he said it could mean something more sinister – that ASEAN is trying to undermine Cambodia’s sovereignty, and that perhaps ASEAN is working for neighboring nations. It could even be treasonous, he said.

“If it was intentional and perpetrated by a Cambodian, this is treason. It is like not knowing your own parents,” Keo was quoted as saying by Deutsche Presse-Agentur.

Other lawmakers also called on the Cambodian government to take action.

“The royal government must react urgently, especially the Ministry of Foreign Affairs and International Cooperation,” Monh Saphan, a Funcinpec parliamentarian was quoted as saying by Kampuchea Thmey. “The website [must] be corrected, because it affects the territorial integrity of the Kingdom of Cambodia.”

And non-governmental organization leaders weighed in.

“The state’s figure is more important and appropriate than figures of other organizations. Therefore, we should urge the government to check this issue,” Seng Theary, executive director of the Center for Social Development, told Kampucha Thmey. “We also wonder where ASEAN got this figure.”

Kek Galabru, president of the Cambodian League for the Promotion and Defense of Human Rights, said that incorrect figure is most likely a mistake, but said the government should investigate it. “Otherwise a small problem might turn into a bigger issue,” she said.

Government spokesman and Information Minister Khieu Kanharith said he would investigate, and called for cooler heads in the meantime.

Border disputes are a hot-button political issue in Cambodia, which has some long-standing unresolved boundary conflicts with neighbors Thailand and Vietnam.

Cambodia joined ASEAN in 1999, the last country to gain admittance to the regional geo-political and economic body for Southeast Asia. It was founded in 1967 by Indonesia, Malaysia, the Philippines, Singapore and Thailand. Other members are Brunei, Laos, Myanmar and Vietnam.

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Building and pest inspections


Vikram Kumar

If you are contemplating purchasing a property for investment purposes or buying a home to live in, there are a lot of different factors that you will need to look into before deciding on your purchase. You may have inspected a particular property with your family and liked the exterior as well as the interior. However, it is important to carry out building and pest inspection to know if there are any problems or repairs that need to be carried out.

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The Inspection will report on the home or property and contain evidence of any building problems or pest infestations or damage. Pool inspections are very important when buying property to make sure they are safe for children. In a lot of cases it is not possible to identify damage in a home with the naked eye. You will require professionals who are experienced in the field to bring their equipment and thermal imaging cameras to locate the infestations that may be spread through the sub floor and other hard to reach areas. You should also be aware if there are any structural faults or if the timber framing in the wall is eaten up by borers or termites. Borers and termites can cause a lot of damage to timber and wood and the repair this damage may end up costing you a huge amount. We are aware that nearly one third of all homes in Australia are prone to pest infestations and therefore it is important to get an experienced licensed company such as Aegis building inspections to carry out an extensive inspection in order to know the true condition of the property. They will also advise you on any other important issues that you may not be aware before the actual purchase. If the property has a pool, it is necessary to get a pool inspection done as well to avoid costly repairs after you purchase. You will be devastated if you learn that repairs are need after you purchase as the cost of repairing defects can amount to a fortune and this may not have been included in your investment plans. Therefore, it is much better to be able to renegotiate after you have the report in hand to help save your valuable hard-earned money. Aegis Building Inspections perform their work in accordance with Australian Standards. They are members of the Housing Industry Association and pioneers in Building and Pest inspections. You can book an appointment or call them to find out more about their services and get quotes from them. Check out their reviews and read the testimonials of customers who have had great results and savings thanks to their prompt and efficient services. They recruit only the most highly trained professionals and their aim is to provide comprehensive and independent reports to help their clients save valuable money. They are also covered by professional indemnity insurance. A building inspection and pest inspection by Aegis Building Inspections will boost your level of confidence in your purchase. Make sure you hire the right personnel to get the job done promptly and efficiently. The report will help you negotiate a better final price with the owner and you can close the deal with their assistance and friendly service. Aegis Building Inspections

offer affordable expert services by providing a comprehensive report to help you negotiate a better deal with the owners. It is advisable to carry out an extensive

Building and pest inspections

to ensure that the property that you purchase is devoid of infestations and that your repair costs are mini

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Friday, April 25, 2008

The arsonist responsible for setting fire to the historic Sungnyemun gate (more commonly referred to as Namdaemun gate) in Seoul, South Korea in February has been sentenced to ten years’ imprisonment. The 600-year-old landmark was considred one of the nation’s greatest and most iconic, with some sources describing it as the single most important one in the country.

The 69-year-old male defendant has a previous conviction from two years ago for attempting to torch the Changgyeong palace, for which he received a suspended prison sentence and was fined. It is understood he destroyed the Namdaemun gate and attacked the palace over an unconnected land ownership dispute which had angered him. He felt that the compulsory purchase of his home a decade ago had been inadequatly compensated for by the state.

After the fire, residents left flowers at the scene and wrote grieving notes.

Chae Jong-Gi, who admitted the crime, was told of the seriousness of the offence in a statement by the Seoul district court. “A heavy sentence is inevitable as the accused inflicted unbearable agony on the people and damaged national pride… (The monument was) the treasure among all treasures which had survived all kinds of historic disasters. Even if restored, the gate’s originality will never return. Therefore, the nature and consequences of this crime are very serious,” said the statement.

The man is thought to have selected the gate as a target due to lax security measures. In the fire’s aftermath, officials have been criticised over this and concerns that firefighting efforts were ineffective, and the Cultural Heritage Administration‘s chief resigned to show he accepted responsibility for the blaze.

The two storey gate in pagoda style was constructed in 1398 and despite a 1447 rebuild and multiple renovations still contained original timbers prior to the destruction in the fire. Only the stone base survived.

According to the Cultural Heritage Administration, a reconstruction effort will take two to three years and cost 20 billion won (US$21 million).

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Tuesday, February 12, 2008

This year, four breeds of dogs are competing for the first time in the Westminster Kennel Club Dog Show, at Madison Square Garden in New York City, United States.

The new breeds making their Westminister debuts this year, are the Plott, a hunting hound originally bred by two German immigrant brothers in North Carolina; the Tibetan Mastiff, once described by Marco Polo as “tall as a donkey with a voice as powerful as that of a lion.”; the Beauceron, a herding dog originally bred to herd flocks of sheep in France, later used to sniff out landmines and send messages during the World Wars; and the Swedish Vallhund, a breed dating back to the time of the Vikings, used on farms to catch vermin, herd cattle, and as a guard dog, noted for its double coat and harness markings.

This brings the number of unique breeds competing in the famous dog show to 169.

The Plott, the Beauceron, and the Vallhund were shown on Monday. The Tibetan Mastiff will be shown tonight as part of the Working Group.

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Thursday, October 23, 2014

Just days away from Halloween, Wikinews interviewed Kristian Hanson, producer-director of independent slasher film Sledge. The film has been a recent source of discussion in horror fan circles, primarily due to its production budget of only US$800. Sledge is Hanson’s fourth film to direct, according to Internet Movie Database.

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Valuable Features and Quality Standards of Caterpillar Parts


Matthew Stopford

Are you looking for quality parts for your tractors or earth moving machines? Then, you need to prefer those Caterpillar parts that are known to offer maximum durability by withstanding extreme levels of pressure. A major advantage of using such parts is that you will be able to achieve high productivity. For instance, there are various accessories available for graders and other earth moving equipments so that a high performance could be obtained from them during different working conditions. Getting more durability too is possible because of the fact that Cat parts are manufactured by taking the exact customer specifications into consideration. Moreover, the power consumption levels will be less in comparison to other appliances using ordinary parts.

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Repair parts and accessories are available for vehicle owners as per custom requirements with several features included. For instance, you can purchase individual accessories for various types of engines including those that run with diesel and natural gas. Meanwhile, you can bank upon used Cat equipment whenever you are unable to spend enough money on the latest set of accessories. Constant output generation is desired in the case of tractors as well. This will help in the handling of heavy loads, which is easily possible with the precise components that are up for sale. Reputed sellers are available online who provide you with required parts’ list whenever needed. Meanwhile, necessary parts for forklifts and cranes too are available, which are made of heavy-duty metal. Never compromise with the quality standards in case of such parts as it will result in the engineering works getting hampered. The requirement of a robust engine and body parts is very much there in order to ensure that the work continues on a constant basis. Another major feature of these parts is that they are able to function with utmost precision levels without getting damaged even after prolonged use. The maintenance aspect too could be kept to a minimum extent offering you more savings. There are reconditioned parts available as well that offer you best performance. High quality equipment parts are offered for excavators and loaders as well. Also, used parts too are in great demand because the quality of features obtained will remain intact. Online manual provided by certain manufacturers will help you in choosing the exact kind of accessories you require for your machinery. Great discounts are offered on select models depending upon the criteria you specify. Going through the informative reviews available regarding genuine Caterpillar parts will allow you to take a better decision.

The author has an immense knowledge on

Caterpillar Parts

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Thursday, May 12, 2011

Facebook hired a public relations firm to systematically discredit Google by paying two journalists to plant negative pieces in U.S. newspapers, leaked correspondence discloses. The new revelations are likely to increase tension between the two companies, which are already fierce rivals.

The social network has confirmed the validity of the leaked emails, seen by Wikinews, which suggest executives at the social networking giant hired Burson-Marsteller, a high profile PR and communications firm, to discredit Social Circle, a rival website run by Google. Burson-Marsteller then recruited two journalists — Jim Goldman and John Mercurio — to push editors at The Washington Post and USA Today to publish editorials criticising Social Circle over its privacy settings. The story was exposed after Burson-Marsteller approached a blogger to publish the propaganda, but the blogger posted the correspondence online.

Burson-Marsteller has been forced to apologize for taking on Facebook as a client, admitting the orders to discredit Google violated company policy. “The assignment on those terms should have been declined,” a spokesperson said. The revelations are likely to be incredibly damaging for the firm, who have represented a number of controversial clients in the past. Facebook, however, said the allegations against Google were valid, insisting there were genuine privacy concerns with Social Circle. Google has declined to comment on the issue.

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