How should marketers approach diverse ethnicities? Ask Comcast!

Screen shot 2015-02-02 at 10.40.52 PM burrell_xfinity_bannerRelatability matters, as shown by the latest Census Bureau figures, which have caused marketers to sit up and take notice of previously neglected populations. Two of the largest minority groups are Hispanic Americans representing 17% of the U.S. population and African Americans representing 14% of the U.S. population.

With high buying power and growth potential, marketers of all sizes are taking note, though some more proactively than others. (Comcast, 2012)
Comcast launched microsites specific to diverse communities to initiate and build relationships with ethnic groups, offering access to special programming for African American and Hispanic audiences. “Celebrate Black TV” “Latino”

Comcast created each microsite to bring together culturally relevant entertainment from a variety of sources in a central, easy-to-navigate location. In 2013 alone, the sites achieved more than 3 million visitors. They have seen tremendous growth in Comcast’s On Demand and Online offerings of content designed for these communities.

I feel the efforts made by Comcast to recognize African American and Hispanic Americans unique culture is outstanding. And for these efforts Comcast was honored with various awards, recognizing the company’s commitment and leadership in supporting multicultural communities.

According to Nielsen, 77% of African Americans indicated their heritage was an important part of who they are. Hispanics do not necessarily mirror consumption patterns of all consumers and therefore it is essential to understand their needs and wants as well. Nielsen

Can you name a few Fortune 500 companies that are building relationships and marketing to minority groups?

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About kcmmarketing

KC Media is an Advertising Media and Marketing Communications company focused on promoting brand awareness, helping clients gain market share and increase sales. KC Media services are tailored to align with its client’s marketing and advertising needs and goals. KCM will provide clients with a broad range of “winning” marketing consulting services. These services include strategic planning as well as tactical implementation. Strategic planning utilizes those processes that lead to an executable marketing plan by identifying areas of opportunity, market segmentation, competitive analysis, and by designing and implementing a plan to reach the desired market most effectively and efficiently. This will serve as a detailed road map for the planning and supervision of all marketing activities. Once completed, the tactical process is initiated leading to the execution of the plan. Other services include multicultural advertising and digital marketing strategies. KC Media also serves as a freelance media specialist for large and small marketing/advertising agencies. If there is a special project for a client, an emergency client pitch, or a need to expand your media department temporary KCM can handle all the elements of media; the planning, research, negotiating, activation, traffic and account management. KCM is a results-driven company that provides a complete range of services with the intention to evaluate various marketing communication tools; choosing those that are best suited to the client’s requirements. Those tools are then combined in such a way as to create meaningful, effective marketing for optimal results. Clients: Northwestern University School of Medicine Greater Chicago Study Center National Children's Study
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