Online Multicultural Media Planning

In an interview done last year on Clickz, Barbara Wojslawowicz from Overdrive Interactive, outline some of the challenges and interesting aspects of planning online multicultural media campaigns. For someone considering multicultural media campaigns online, Barbara’s advice on making small polls on what media the different ethnic group uses is a good starting point. She also mentions the importance of peak periods around holidays which we’ve covered before here. Hitting those peaks with your campaigns can be very important for financial, telecom and retail companies. Here are some of the other tricks being mentioned:

• Get to know your client’s target markets by understanding how they respond to and consume media. Ask people what kind of media they rely on to stay up to date and conduct online searches for additional news-focused media.
• Gather a list of cultural do’s and don’ts to keep in mind when developing creative. Befriend your reps and ask for creative feedback. They will be able to provide insight on messaging, offers, and imagery that will connect with audiences.
• Become familiar with cultural and religious holidays that your reps celebrate. Build a relationship with them by sending well wishes.
• Make sure the banners and landing pages maintain cultural relevancy through the transaction process.
• Many sites require upfront payment to run a campaign. If that’s the case, sign a month-by-month contract. However, secure a three-day cancellation clause and set up a process for retrieving cancelled funds.
• Ask reps for historical performance data to find spikes in page views and unique visitors. This will help determine the optimal time to launch and flight campaigns.

Source: http://www.clickz.com/3629952

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