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Nearly 40% of the U.S. population belongs to racial or ethnic minority groups. This isn't just a statistic; it's a collection of potential customers, each with unique preferences, values, and experiences.
Multicultural marketing recognizes that a one-size-fits-all approach in advertising just doesn’t cut it anymore, it’s imperative that organizations tailor their marketing strategies to resonate with their intended target audience. This not only enhances brand loyalty, it also drives sales and word-of-mouth.
From language nuances to cultural symbols, understanding these elements can transform a standard marketing campaign into a powerful connection point. It's about respect and relevance, which translates into better brand perception and increased trust among consumers.
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Several automotive manufactures in the U.S. engaged the services of CST when faced with the challenge of communicating to millions of vehicle owners that were affected by the NHTSA Takata Airbag and Defective Inflator Recall. The defective airbags were responsible for 24 deaths and numerous injuries due to metal shrapnel explosions. This situation highlighted the vital importance of tailored communication strategies, especially in multicultural marketing.
The “business-as-usual” approach previously employed by several automakers had failed to effectively reach many car owners, especially those in hot climates where the risk of airbag explosions was higher. The research indicated that the most at-risk communities were culturally and linguistically diverse, predominantly located in Southern California, Arizona, Texas, Southern Florida, and Puerto Rico. Furthermore, there was a noticeable gap in trust and relationship between the current owners of recalled vehicles and the dealership service centers.
To address this issue, CST initiated a multilingual communications campaign designed to raise awareness about the risks of exploding airbags and the critical necessity for replacements and repairs. Importantly, our campaign rectified previous translation mistakes where the term "recall" was rendered as “retired from the market,” altering it to “your vehicle has a defective airbag that needs to be replaced immediately.”
By working closely with the client’s recall communications department, CST crafted and executed a multi-city, multilingual, and culturally appropriate marketing, awareness, community outreach and education campaign. This dual-purpose campaign was designed to educate all vehicle owners about the Takata Airbag Recall and motivate them to take proactive steps for their safety, demonstrating our client’s commitment to cultural agility and effective community engagement in critical situations.
How is your organization adapting its strategies to ensure you are effectively engaging with ALL demographics?
To learn more about how we serve our clients, visit our case studies page,
or contact us at connect@cultureshiftteam.com
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