Ethnic Marketing: A
Strategy for Marketing
Programs to Diverse
Audiences
Dallas L. Holmes, USU Extension
Adapted from an article by Lisa A. Guion &
Heather Kent, Florida State University
Cooperative Extension, 2005.
Ethnic Marketing
Marketing means publicizing your name,
program and services to your target
audience.
 Ethnic marketing uses personal marketing
strategies that best reflect the values,
biases and beliefs of the ethnic audience
you are targeting.

America:
Melting Pot or Tossed Salad
Homogenous mass of
acclimatized people
Diverse mix of
individuals and
cultures
Ethnic Marketing Strategy

Because America is a  Three Steps for
“tossed salad” society,
developing an effective
it is important to tailor
marketing strategy:
your marketing
1. Consider ethnic diversity.
strategies to match
2. Determine the level of
ethnicity
the norms, values and
3. Develop and implement
traditions of the
your ethnic marketing
group you are
campaign.
targeting.
Step 1: Consider Ethnic Diversity

TO AVOID:
– Lumping all the
members of your target
audience into an
unidentifiable mass
(Melting pot mentality).
– Addressing all members
of the target audience
with a general
marketing approach.

TO DO:
– Value the cultural
uniqueness of your
target group.
– Value cooperation and
bridge-building with
community leaders
and other
organizations working
within the community.
Step 1: Consider Ethnic Diversity

TO AVOID:
– Considering diversity
as a matter of image
building—token
minorities in your
marketing campaigns.
– Interpreting diversity
as a matter of altruism
(charity for “those
poor people”)

TO DO:
– Value the cultural beliefs,
symbols and practices of
your target group.
– Value linguistic
differences, as well as
accents, practices and
social conduct.
– Value word-of-mouth &
interpersonal
communication to spread
your message.
Step 2: Determining the Level of
Ethnicity of your Target Group

The level of ethnic
marketing you need
depends upon how
much your audience
identifies with its
ethnicity.

Depends on:
– Environmental
conditions (family
upbringing,
neighborhood
ethnicity)
– Economic conditions
(education, income)
– Social conditions
(place of birth, length
of stay in U.S.)
Step 2: Determining the Level of
Ethnicity of your Target Group

People with a high degree of ethnicity
are possibly:
– First generation immigrants
– Grew up outside of America
– Not fluent in English, speak mostly native
language
– Speak with a heavy accent
– Live in high-density ethnic areas
– Higher level of ethnicity=Higher degree of
ethnic marketing
Step 2: Determining the Level of
Ethnicity of your Target Group

People with a medium degree of
ethnicity are possibly:
– Second generation or acculturated first
generation
– Spent ¼ to ½ of their lives in America
– Are proficient in English and their native
language
– Speak with a light accent
– Live in moderate ethnic-dense areas
Step 2: Determining the Level of
Ethnicity of your Target Group

People with a low degree of ethnicity
are possibly:
– Second generation and onwards
– Born and raised in America
– Are bilingual, but prefer English
– Speak with a neutral accent
– Live in low ethnic-dense areas.
Step 2: Determining the Level of
Ethnicity of your Target Group

The group’s level of selfidentified ethnicity
determines how much ethnic
marketing strategy should be
used.
– With lower levels of ethnicity,
use more mainstream
marketing strategies.
– With higher levels of ethnicity,
use more ethnic marketing
strategies.
Step 3: Launching Ethnic Marketing

Of course, we should tailor our marketing
approach to the target audience, but HOW
do we know what they will respond to?

Use the Three “I”s to plan your marketing
strategy.
Step 3: Launching Ethnic Marketing
The Three “I”s
 Identify the communities the target group
comprises.
 Identify the values and beliefs of the
community/communities.
 Identify personal marketing strategies
that match the values and beliefs of the
community/communities you will be
addressing.
Step 3: Launching Ethnic Marketing
The Three “I”s

Example:
 Identify group:
African Americans.
Step 3: Launching Ethnic Marketing
The Three “I”s
 Identify


Values:
Similar to contiguous
African cultures. Thus,
African American
communities differ from
mainstream American
culture.
Value qualities like “telling
it like it is,” “seeing the
good as well as the bad”,
assertiveness and
speaking up.





Give importance to orally
transmitted information.
Like to be represented.
Receptive to
organizations that “give
something back to the
community”.
Like to see a positive
image of their culture.
View the world from an
Afrocentric standpoint
Step 3: Launching Ethnic Marketing
The Three “I”s

Identify Personal Marketing Strategies
– Do not be pretentious.
– Be sensitive about the authenticity of your
message. Have facts ready and be able to
back them up.
– Have African American representatives
present your message.
– Encourage your African American audiences
to ask questions about your programs. Do
not mistake their assertiveness for aggression.
Let them discuss their doubts, they will tell
you whether they like or do not like
something.
References
Guion, L.A., Goddard, H.W., Broadwater,
G., Chattaraj, S., & Sullivan-Lytle, S.
(2003). Strengthening programs to reach
diverse audiences. Gainesville, FL: Florida
Cooperative Extension, University of
Florida.
 Tharp, M.C. (2001). Marketing and

consumer identity in multicultural America.
Thousand Oaks, CA: Sage Publications