ulture is not just a tie that binds consumers together, but a way to find added sales and returns on promotions. Paying attention to multicultural holidays, special events and celebrations is important. The “Freedom Window” in the United States starts in January and extends through the last day of February — Black History Month. Through the years retailers have used this time period to reach out to black consumers in the United States. It has become one of the most visible examples of a multicultural marketing window and has encouraged year-round marketing activities for African-Americans. Hispanic Heritage Month, split between September and October, has raised the profile of Hispanic consumers in a similar way. Major companies now have multicultural consumer marketing departments and designated managers that work year-round
In addition to holidays, special events and celebrations like the Bayou Classic and the Circle City Classic which highlight rivalries among football teams from HBCU’s (Historically Black Colleges and Universities), are also a great way to make contact with multicultural consumers. Take a look in your own communities to find unique festivals and events. The calendar that follows is not all inclusive of all dates and ethnic groups. It covers some of the high spots, especially for African-Americans and Hispanics. It has reminders of promotional periods, including the “Freedom Window” and “Back to School.” In addition, seasonal reminders, noted by winter, spring, summer and fall symbols, are another way to think about appropriate products for the changing seasons, as well as appropriate seasonal promotions.
Martin Luther King Jr. Federal Holiday
Mother’s Day in Mexico
Bud Billeken Parade
Asian Harvest Moon Festival
May 10
August 11
September 30
Multicultural Marketing and Promotion Calendar
January 16
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to reach black and Hispanic consumers. Some ethnic holidays are always on the same day, particularly those which mark independence celebrations: March 1 — Korea’s Independence Day; July 4 — United States Independence Day; August 16 — the establishment of the Dominican Republic. Others are on different dates each year, especially those that are fixed by the moon’s cycle. The Chinese New Year is never on Jan. 1. It usually occurs sometime in January or February. The same can be said of the Christian holiday of Easter which is celebrated in the spring months (March, April). The Asian Harvest Moon Festival is sometime in the fall. Keep in mind that multicultural consumers not only like to celebrate their own holidays, they also like to participate in general market holidays like Valentine’s Day and Halloween.
Greetings from SMSi-Urban Call Multicultural consumers are just that. They come from a “multitude” of cultures and countries. Retailers, marketers and manufacturers will want to keep that Lafayette Jones in mind as CEO SMSi-Urban Call they plan Publisher, Urban Call merchandising activities for the upcoming 2012 year. As you plan the upcoming year we hope this multicultural calendar will spark some great multicultural plans. Questions? E-mail me at president@ smsi-net.com.
SMSi-Urban Call Marketing 4265 Brownsboro Road, Suite 225 Winston-Salem, NC 27106-3425 Tel. (336) 414-2331 / FAX: (336) 759-7212 E-mail: president@smsi-net.com
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Multicultural holidays, special events and celebrations: The tie that sells C