Including ethnic diverse communities as an integral part of your marketing and communications target groups does not always have to involve developing new or adapting existing products.
But sometimes it does…
With food products, for example, it is essential to be aware of the religious and cultural traditions of many Muslim and Hindu communities. Even if your product does not contain extracts from beef or pork, it might sometimes be advisable to specifically mention this on your packaging in order to prevent any possible doubt.
Content is not only critical in food. In other sectors the right content can also be decisive. Take the media landscape. In the Netherlands FunX Radio has become market leader in age groups 16-25 in cities like Rotterdam and The Hague. They have managed to develop cross cultural content that is appealing to youngsters with an urban mindset.
TransCity will assist your organisation in developing or adapting the right content for your products and services.
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Popular webportal for the Moroccan community developed by EtnoMedia
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Brew session: developing the right content with the help of the target audience