Expand Your Cultural Horizons
Given the multicultural landscape in America today, it’s no surprise catalogers are stepping up their marketing efforts to multicultural audiences. The increased market potential for online shopping around the globe is another factor not to be overlooked.
As a result, catalog companies across a myriad of industries in the U.S. and elsewhere are searching for better and more creative ways to make their catalog-based online store appealing to multicultural audiences.
How can this be accomplished? Catalogers can enhance their prestige and generate more traffic to their catalog-based online store by sponsoring a culturally-diverse digital art exhibit on their Web site, engaging multicultural audiences artistically with their brand.
This approach strengthens the marketing strategy of catalogers of all sizes because of its creativity, Web immediacy, affordability and positive Web experience for consumers. In addition, such a strategy allows catalogers to deliver a memorable cultural diversity message, generating trust and goodwill for their companies.
Catalogers should champion this strategy to senior management as a viable approach to improve brand appeal with culturally-diverse audiences, as well as position their brand in a unique way.
Another benefit gained from a digital art exhibit is the expressed organizational message can be distributed via a number of marketing and communications vehicles. These include,
* posters on the online stores;
* telemarketing campaigns;
* press releases;
* contributed articles;
* online public-education events dealing with cultural diversity;
* search engines;
* selected venues (e.g., airports, museums, etc.); and
* Internet community spaces.
This approach can help your organization build trust and name recognition with multicultural audiences, while generating media attention and increased traffic on your company’s Web site and online catalog.
Flora Iacchia is a digital artist and a senior marketing consultant specializing in designing catalog marketing campaigns for multicultural audiences. She can be reached at firstname.lastname@example.org.