Why do some customers choose to work exclusively with a multicultural agency rather than a solely general-market firm? It is something that you encounter quite a bit in this business. Some big companies have an actual multicultural employee base. Other companies, such as small boutique hotels and restaurants, tend to outsource most of their work to agencies with staff from various cultures and backgrounds.
When a company hires an agency to handle its multicultural agency clients, what is done essentially is that the agency creates custom profiles for its clientele and then looks for clients in the places where those people typically live. The agency seeks to find people who are not in the places in which they normally frequent. If a client does not live in the same city as you, for instance, you might consider searching him or her in, say, an African city. If he or she does not live in Mexico, you might search him or her in Canada.
One of the ways that agencies find these clients is by conducting demographic research. This means getting some of the usual questions about age, gender, marital status, religion, and birthplace. These are all relevant questions that can be used to target your advertising agency’s clientele. In many ways, this form of research is more advanced than simply asking people where they live. The answer may be quite surprising.
When it comes to working with multicultural agencies, companies have to ask a series of relevant questions. For instance, they need to ask about their target audience. How do you intend to reach them? What segments of society would you like to target? A creative agency will likely focus its efforts on one segment of society and use cultural imagery, marketing slogans and language to communicate with that population sector.
For example, suppose you own a business that caters to the predominantly white, middle class demographic. In that case, you might want to consider using an agency specialising in providing Latino, Latina, Asian and other multicultural services. This way, your business is reaching out to the portion of the population considered to be its primary customer base. It’s a more efficient way of reaching out to potential customers and has the bonus of boosting your company’s diversity numbers. On a related note, there is also a correlation between one nation’s culture and language and the culture and language of the other. For example, when a business offers bilingual services, it will most likely expand its market share in bilingual communities and will likely gain more business overall.
For example, a multicultural agency that focuses on offering healthcare services to its Latina clientele will likely speak Spanish in its advertisements and brochures and offer offerings in English. This is because healthcare providers in Latin America and the United States regard English as a second language. Some Latin American countries do not view English as their first language, and many do not even speak it. Therefore, the agency should offer its services in various languages so that it reaches out to these consumers in a way that increases brand awareness and promotes bilingualism. A Spanish-language brochure, for example, would promote a medical and wellness company. In contrast, a bilingual brochure targeted at a Middle Eastern or Asian market would highlight wellness and culture options.
A Latinx agency should be bilingual to ensure greater success. Since many Latinx individuals are not comfortable speaking English, a Latinx agency should think about providing services in their mother tongue. The bilingual agency should also be willing to speak with its clients personally to build cultural understanding into each project. A Latinx agency can also broaden its reach by expanding into other areas such as immigration, employment, and housing. Building a multicultural agency doesn’t have to be difficult, and hiring the right staff to oversee the projects is essential to success.
Hiring a successful multicultural business agency is a complex process but must begin with recruiting appropriate staff and continuing with the development of campaigns and strategy. A key factor in the agency’s success and its staff is the staff’s willingness to learn and make themselves available for follow up. The creation of an agency website and an online presence helps clients get the most from their search for an agency with a staff that matches their needs.
