Guide to Multicultural Marketing

Become immersed in the markets

To get a handle on your target market segments, start with the basics.

I recommend: The U.S. Census Bureau's Quick Facts provides statistics on the ethnic breakdown and other characteristics of each state's population. Multicultural Marketing Resources, a public relations and marketing firm, offers such resources as a multicultural knowledge center and a multicultural calendar of events. At Diversity Central, you get a cornucopia of news and data related to multicultural issues.

Get a read on multicultural media

Promote your business in culture-specific media outlets.

I recommend: New America Media publishes the National Directory of Ethnic Media annually. The directory, available either online or in hardcopy, includes more than 1,800 ethnic media organizations. GLINN Media Corporation lists media outlets that serve the gay and lesbian communities.

Translate with care

Unless you have access to someone who is fluent in the languages of your target markets, hire a professional to translate your press releases, ads and other marketing material.

I recommend: viaLanguage offers translation services in 50 languages.

Consider hiring a consultant

Specialists in multicultural marketing can help you make quick work of developing and implementing your marketing strategy.

I recommend: Check out the American Marketing Association's Marketing Services Directory to find the experts you need.