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McDonald's takes a "cross-cultural" approach to multicultural marketing
Stephen Whiteside, Event Reports, ANA Multicultural and Diversity Conference
This report describes how McDonald's, the fast food retailer, is approaching multicultural marketing in the US, where it is seeing growing numbers of Hispanic, African-American and Asian-American customers across its outlets.
This report describes how McDonald's, the fast food retailer, is approaching multicultural marketing in the US, where it is seeing growing numbers of Hispanic, African-American and Asian-American customers across its outlets. The company has tailored its English-language creative with predetermined culturally-relevant insights; a "cross-cultural" approach that broadened its appeal to all audience segments. A spot featuring a grandfather who uses the free WiFi in a McDonald's restaurant to receive a video call from his daughter to see his new baby grandson for the first time had wider resonance, despite originally being aimed at Afro-Americans. Furthermore - citing its McCafe range – McDonald's recognized that Asian-Americans were more inclined to drinking espresso than other demographics. As a result, McDonald's ran a one-time offer on its coffee, reducing the price to $1 and promoting it in the tri-state New York area using coupon booklets in Chinese, Hindi, Korean and Tagalog.
How brands are built in the digital age: A decade of 'I'm Lovin' It'
John Somerville, Admap, December 2013, pp. 29-31
This article discusses how McDonald's, the fast food restaurant chain, uses technology in its marketing whilst maintaining core values.
This article discusses how McDonald's, the fast food restaurant chain, uses technology in its marketing whilst maintaining core values. McDonald's has kept pace with digital innovation, using it in the early 2000s to maintain relevance when under threat. The company has successfully used social media, mobile and creative content to engage consumers with its brand, and it is argued that having values at its core has allowed this. Mobile, in particular, has been used by McDonald's to create useful and engaging experiences for consumers that vary by market. Engaging consumers in conversations online and allowing open questions has also helped the brand to build its reputation.
Understanding India: Insights into a rapidly-changing market
Lena Roland, Event Reports, November 2013
This event reports looks at the current shifts reshaping Indian society, and how brands can respond. As a nation characterised by enormous economic, cultural and linguistic diversity, India presents a challenge to marketers used to more homogeneous markets.
This event reports looks at the current shifts reshaping Indian society, and how brands can respond. As a nation characterised by enormous economic, cultural and linguistic diversity, India presents a challenge to marketers used to more homogeneous markets. However, the vast number of young, increasingly-affluent consumers constitutes a huge opportunity, as do residents of smaller towns in rural parts of the country. Digital tools such as mobile are particularly promising for engaging these audiences, but marketers must also recognise and reflect the frugal habits pursued by many shoppers.
Diageo balances global and local in Latin America
Stephen Whiteside, Event Reports, The Festival of Media LatAm, September 2013
This report discusses how Diageo, the alcoholic drinks group, markets its products in Latin America. Latin American countries are argued to have more similarities than differences, including language and cultural underpinnings, allowing for a more homogenous regional marketing approach than elsewhere.
This report discusses how Diageo, the alcoholic drinks group, markets its products in Latin America. Latin American countries are argued to have more similarities than differences, including language and cultural underpinnings, allowing for a more homogenous regional marketing approach than elsewhere. Nevertheless, campaigns must be adapted to countries as they experience different demographic make-ups and speeds of economic growth. Also discussed is the rise of digital devices in Latin America and the higher-than-average creation of content by consumers in this market.
VW, PepsiCo, SinoMedia and Beijing Dentsu: China Day at the 2013 Cannes Lions
Joseph Clift and David Tiltman, Event Reports, Cannes Lions, June 2013
This article provides a summary of “China Day” at the 2013 Cannes Lions International Festival of Creativity.
This article provides a summary of “China Day” at the 2013 Cannes Lions International Festival of Creativity. As noted by speakers during the event, agencies and brands face a challenging law of numbers in the country, due both to the number and diversity of its consumers, and the scale of competition now observable. While taking a long-term view remains the best strategy, advertisers like Volkswagen, Nike and PepsiCo have found that understanding cultural norms and tensions in the country can ultimately yield crucial insights and highly-successful marketing campaigns.
MillerCoors: Using sponsorship to engage US beer drinkers at a local level
Geoffrey Precourt, Event Reports, IEG Sponsorship, April 2013
This article discusses the various local-level marketing and sponsorship programs used by MillerCoors, the brewer, to drive beer sales among millennial Americans.
This article discusses the various local-level marketing and sponsorship programs used by MillerCoors, the brewer, to drive beer sales among millennial Americans. The strategy reflects the local nature of the US beer market, in which there are distinct regional and city-level preferences for specific beer brands. National media remains important but, according to the CMO of MillerCoors, "we have shifted from brand campaigns to campaigning for our brands". A key component of its local marketing is sports sponsorship, with a particular emphasis on the support of local teams, driven by the research insight that sports' fans enjoy drinking beer when watching sport. The brewer's sponsorship properties in this area include college and pro football, baseball, ice hockey, basketball, rodeo and fishing.
A deep dive into Chinese lower-tier cities
Eve Lo and Zod Fang, Admap, June 2013, pp. 49-51
This paper reports on research from GroupM, WPP's media planning unit, that shows consumer habits in China's lower-tier cities are not that different from larger urban centres, including in their use of digital media which has become an essential part of life.
This paper reports on research from GroupM, WPP's media planning unit, that shows consumer habits in China's lower-tier cities are not that different from larger urban centres, including in their use of digital media which has become an essential part of life. The paper includes insights from qualitative and quantitative data outlining shopping, general and digital media habits and attitudes, with a particular focus on the use of mobile by young people. For brands with global scope, it contends that the importance of China's lower-tier market cannot be underestimated.
Social media: Hispanics ride the social wave
Graeme Hutton and Maegan Nevins, Admap, May 2013, pp. 14-16
This article looks into social media usage trends among the Hispanic population in the US, based on analysis of Wave, a global tracking study run by UM, the media agency.
This article looks into social media usage trends among the Hispanic population in the US, based on analysis of Wave, a global tracking study run by UM, the media agency. Hispanics have been leading the way in social media uptake in the US and are ahead of other groups in their level of interactivity. This is due to Hispanics' comparatively high smartphone ownership and their desire to share content aimed at their communities - a trend which opens the door for marketers. The key point of difference is their general communal attraction to one another - Hispanic populations cluster in large cities - and pride in their culture. Two key trends are also discussed: social shopping and geo-location sharing. The article concludes with advice for marketers in reaching Hispanic consumers via social touchpoints.
InterContinental Hotels Group introduces a "three-box" marketing model
Geoffrey Precourt , Event Reports, ANA Brand Masters Conference, April 2013
Larry Light, chief brands officer of InterContinental Hotels Group, is one of America's most-heralded marketing experts.
Larry Light, chief brands officer of InterContinental Hotels Group, is one of America's most-heralded marketing experts. Having implemented major initiatives like the global introduction of the "I'm lovin' it" tagline for McDonald's, Light believes it is now time for marketers to take a localised, personalised and customised approach. This reflects a new line of thinking that moves away from the global, or one box, approach, and the 'think global, act local', or two-box, model. Light's three-box strategy combines global know-how with tailoring product portfolios locally, and genuinely empowering business units in each market.
Building brands in India - insights from ad:tech New Delhi 2013
Preeti Chaturvedi, Event Reports, ad:tech New Delhi, February 2013
Marketers in India are having to learn the art of brand-building at a rapid speed, as digital media and changing consumer behaviour transform the marketplace at a relentless pace.
Marketers in India are having to learn the art of brand-building at a rapid speed, as digital media and changing consumer behaviour transform the marketplace at a relentless pace. In such a changeable trading environment, they key for brands is to ensure they have a clear story to tell. This model has been pursued by companies including HDFC, L&T Insurance and Google, all of which have combined old and new media to engage consumers in the online and offline worlds.
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