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Sub-Group Brand Politics
by Todd Bailey Thu, 04/05/2012 - 10:24
The elections are approaching. That means we'll be confronted with loads of copy related to strategies, momentum, and trial-error successes. A recent glance at the Wall Street Journal elicits news of the 'GOP' trying to 'Woo Hispanics.' Obviously, particular parties recognize the population is segmented into smaller cultures and sub groups, just like brand consumers.
While many best-practice tips help brands leverage elements of online marketing, a brand must hone in on particular target populations using implementing the suggestions. Think of considering cultural differences as somewhat of an online list broker. The latter group rents lists, which have been scrubbed to target particular populations, whether financially, gender, age, geographically, or otherwise targeted.
Implementing search engine optimization on a global scale warrants a lot more consideration for brands, especially since the process is calling for more social interaction and consumer-brand engagement. Embarking on a full-blown ISEO campaign demands months of strategy before an American-rooted-brand launch. The slow approach makes sense. It's necessary to learn social norms first before endeavoring at engagement.
However, what about American brands that market to 'American' consumers? Sure, those born on American soil are considered its citizens, but even in the 21stcentury, a lot of in-country cultural segmentation exists. Enough segmentation to warrant the attention of the presidential campaign; so, why wouldn't it warrant the attention of your brand?
An interesting, near-recent example of this was showcased by the Manischewitz brand. After 123 years of targeting a specific market, the brand decided to broaden its branding horizons. Perhaps including or focusing on particular subgroups is not an immediate concern for some; yet, it deserves some thought.
Would you make a few tweaks here and there if you knew it would afford your brand a new subgroup of followers and potential customers? Some executives must think the notion sounds appealing. I perused the Web site of a professional cohort earlier today. His blog explicitly gives the option of reading in different languages. It got me thinking about other forms of media, such as videos, infographics, and podcasts.
Would it be beneficial to offer forms of media in various language formats as well? What other minor-to-major scaled modifications can be performed to make particular subgroups feel more welcomed by brands? It could be something as simple as taking notice of scholarship funds or other charity organizations that target particular populations. For instance, championing a particular cause could awaken particular group sympathies and direct them to your brand's contribution in helping and spreading awareness.
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