With an ever-growing multicultural population, marketers are starting to realize that the multicultural customer is the new mainstream. By using a total market approach, the shift in strategy will result in increased efficiencies and sales due to the larger, new mainstream targeted with a single message.
Here’s why an integrated, total market approach is necessary:
First determine the market geographically — regionally or nationally — then identify the mix of the locality’s cultural groups. This will allow you to establish the best messaging and media to reach the targeted consumer, based on their media consumption and brand engagement. The most effective total market campaigns will use one brand voice for all audiences.