Multicultural marketing…it’s not new. It’s not a buzzword. And it’s NOT a “one-off strategy.”
In fact, if your brand or company has not been embracing multicultural marketing, your messaging may not be resonating with important consumer segments.
Today, businesses are focused on diversity, equity and inclusion – changing their corporate cultures in profound ways internally. And Cookerly is helping executives at various companies establish strategies and develop content to demonstrate leadership.
However, companies should also look externally and remember that brand building requires culture-specific communications and strategies as part of a focused, consistent effort to grow business.
Especially now, with multicultural consumers representing more than 40% of the U.S. population and the increased emphasis on global business, brands that do not engage in multicultural marketing will be at a competitive disadvantage.
At Cookerly, we know that whether marketing your products and services within the U.S. or globally, reaching key audiences has never been a one-size-fits-all endeavor.
- We help our clients adjust their communications strategies and marketing to appeal to specific audiences. We dive into individual consumer segments to better understand the motivations, beliefs and values of varying socio-economic, cultural and ethnic groups.
- Whether developing creative brand-building concepts, creating high-impact story narratives or serving as counsel for sensitive crisis/issue management, we ensure our clients’ strategies and communications consider all of their audiences in ways that are authentic, respectful and empathetic to each individual group.
- We then review this messaging, to ensure it speaks to appropriate gender, age, economic, cultural, racial and ethnic norms.
- This also applies to the platforms on which you distribute your message. In order to reach an older audience, you may still rely on traditional media, while You Tube and Snapchat may be better to catch the attention of young Gen Z, LGBTQIA+ individuals.
And this is just the beginning…
It is through inclusive multicultural marketing that brands can deepen relationships with consumers, making that emotional connection that builds lasting trust ultimately benefiting sales. When companies expand marketing to include groups beyond their majority audience, they bolster the brand, their reputation and enhance business opportunities.
As a senior vice president at Cookerly, Matt helps organizations protect and advance their reputations and bottom lines through strategic communications programs. Using creativity, planning and flawless execution, he works with a team to deliver compelling public relations campaigns that produce results and support clients’ business objectives.
As senior vice president at Cookerly, Mike Rieman specializes in building and maintaining relationships with the media and has an excellent track record of landing significant placements in print and broadcast media including USA Today, Wall Street Journal, Bloomberg and Money Magazine.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.
In his role as senior vice president of Cookerly, Chip Stewart is the head strategist for content services across all media. He shepherds the Cookerly Content Hub and can help clients get started on a blog or a vlog, a video or an editorial series, a mobile app or a meme, an infographic campaign or an annual report.
As senior vice president and chief talent officer of Cookerly, Keith Bowermaster leads the firm’s health care practice, shepherds clients through all facets of integrated marketing, manages reputation issues including complex issues and crises and helps cultivate a bright and engaged agency staff at all levels.
As senior vice president of Cookerly, Beth McKenna oversees integrated marketing campaigns for business-to-business, technology and hospitality clients. From creative brand-building to reputation management, she and her team leverage traditional and social communications channels to engage with key publics.
In his role as senior vice president and chief operations officer of Cookerly, Cory Stewart manages issues and crisis response for a wide range of clients.
In her role as senior vice president of Cookerly, Tracy Paden heads business-to-business accounts and high-profile integrated marketing campaigns for government, transportation, nonprofits and the public good. She leads massive cause marketing programs, devising strategies to drive behavioral change on issues from clean air to littering. She is also highly experienced in managing government contracts and budgets.
In her role as executive vice president of Cookerly, Jane Stout, APR, oversees financial and professional services accounts and sets integrated marketing strategy for the company’s top clients. From creative brand-building to reputation management, she and the Cookerly team leverage traditional and social communications channels to engage with key publics, consistently exceeding client expectations.
In her role as CEO and founder of the firm, Carol Cookerly is a chief strategist for building and sustaining brands. However, it is her deft management of complex crises and issues over three decades that has made Cookerly a top choice for clients when adversity strikes. Under her direction, the agency has been the lead strategist in scores of permitting efforts, contamination issues, natural and manmade disaster responses, instances of legislative and judicial activism, and challenging personnel matters including C-suite succession, whistleblowers, discrimination and harassment in just about every major industry.
