Grassroots Approach to Marketing
Multicultural Marketing 101: Grassroots Approach to Marketing
At Kooltura, we ensure our work reflects the diverse communities we serve by elevating the different voices and stories that resonate with our target audiences. We achieve this through an approach called "grassroots marketing."
Grassroots marketing is our way of understanding our client's values and culture while also building connections. For example, many of our clients are based out of San José, California, which has a widely diverse population.
“Research shows that among the 100 largest metros, San José is the most diverse, with 35% of its population White, 31% Asian, 28% Hispanic, 3% two or more races, and 2% Black.”
With such a vast, culturally rich population, content must be aligned with the community's values, language, and customs, with culturally rich content that resonates and speaks directly to them.
CHILE, MOLE, POZOLE FESTIVAL 2019 | LOS LUPEÑOS JUVENIL / photo: Buggsy Malone
“Celebrating diversity is at the heart of everything we do.”
Our work with the School of Arts and Culture at Mexican Heritage Plaza (La Plaza) in East San José reaches over 70,000 predominately Hispanic/Latino, Asian, and Indian community members every year. It serves as a creative convener and community hub for arts, cultural, and community events such as the annual Chile, Mole, Pozole Festival, Avenida de Altares, and Fiesta Navideña.
Through a grassroots lens, Kooltura understands the value of diversity and the role it plays in Marketing outreach. We use our years of experience to reach various groups of people from all sorts of different cultural backgrounds.
Our goal is to help YOU build community connection with cultural insight that is essential to your marketing and branding strategy.
Services we Offer:
Marketing Consulting
Social Media Management
Event Marketing
Branding/Design