Multicultural Ad Agency Crossover Creative Group Says Corporate Powerhouses Must Communicate With “The New Mainstream” to Significantly Grow Market Share -- “The New Mainstream” = Multicultural Markets

The challenge is for corporate decision-makers to invest in advertising that builds relationships with multicultural consumer groups and consistently delivers believable messages. As of 2002, Americans of African, Asian and Latin American ancestry (“the new mainstream”) possess combined purchasing power of $1,522,800,000,000. Crossover Creative Group president Steve Climons said, “I see huge opportunities for marketers and advertisers of major corporations to better their business opportunities and increase market share by communicating with the multicultural population.”

Richmond, CA (PRWEB) May 6, 2004 -

based multicultural advertising agency that takes a unique forward-thinking approach to reaching the “Two out of five (that is 41%) people in urban markets,” which according to the market research firm Horowitz Associates, Inc, “are Americans of African, Asian and Latin American ancestry.”

Crossover tagged this urban consumer market “the new mainstream” due to its increasing contribution to U.S. economy; growing influence in changing consumer trends; and the positive effects of its rapidly advancing academic and professional status. Crossover’s founder and president Steve Climons points out, “That as of 2002, the combined purchasing power these markets is one trillion, 522 billion, 800 million dollars ($1,522,800,000,000) - over a billion and a half more than 2002 GNP of the United Kingdom.1” Crossover’s strategy throughout its six-year existence has been to recognize the significance of multicultural marketing and leverage its increasing importance in strengthening of the U.S. dollar in the global marketplace.

When it comes to promoting products to key regional markets, the Horowitz Associates’ report titled Urban Markets in the U.S. supports Climons’ agency stance: “Urban U.S. markets are inhabited by a growing multicultural population: the proportion of racial and ethnic "minorities" in urban areas is greater than that for the country as a whole.”

What’s more, the U.S. Census Bureau sees the future through Climons’ eyes as well. By the year 2050, individuals of Hispanic origin are expected to increase 188%; almost doubling their share in the nation's population; persons of Asian descent are expected to increase 213%, also effectively doubling their numbers; and people of African descent are expected to increase 71%; raising their numbers to almost 15% of the total U.S. population.

“I see huge opportunities for marketers and advertisers of major corporations to better their business opportunities and increase market share by communicating with the multicultural population.” Climons continued, “To do so simply makes good business sense. The rapid growing multicultural population deserves and responds to respect and real connections.”

The challenge is for corporate decision-makers to invest in advertising that builds relationships with multicultural consumer groups and consistently delivers believable messages. Having represented Fortune 500 companies, Crossover possesses considerable general market advertising and significant ethnic market advertising experience. The company has employed unique and extensive mass market research methodologies that along with its real-world experience qualify the group as experts in the field of multicultural marketing.

Climons explains that, “Across the board, research shows people of African American, Asian and Hispanic ethnicities to be brand loyal consumers. Therefore today’s marketers must create meaningful relationships with the multicultural market in order to capture their loyalty from competitors and keep it. Roller coaster price points won’t make this market switch brands; nor will superficial holiday-only advertising or displays.”

Crossover encourages companies to go beyond trite messaging in order to demonstrate a true understanding of the complex ideals held by multicultural markets. While many live well above the poverty line, there is general empathy for people in hard-core urban communities. Communication efforts must reflect a sophisticated comprehension of the social and economic conditions these markets face. Healthcare, violence, addictions and public safety are all issues that should be weighted in how the lower–economic strata of these markets survive and thrive.

To achieve all the aforementioned goals, Crossover utilizes the Crossover Factor®; a proprietary method of bridging the gap between a company and its multicultural target audience to develop relationships, sales and real market share. This one-of-kind methodology affords clients opportunities to increase market penetration by drawing new consumers from competitors’ as well as reaching untapped, under-explored, emerging segments of the marketplace.

The approach is particularly sensitive to urban culture. And so is Mr. Climons. Recently Crossover Creative Group employed its communications expertise to connect with an urban ethnic group and promote a much-needed, life-saving message. When the client’s budget ran short of expectations, Mr. Climons went the extra mile to offer a charitable contribution in the form of monetary resources to underwrite the development and production of a series of television traffic safety public service announcements for the California Highway Patrol.

Corporations that take advantage of this agency’s exclusive communication mode and passion create honest bonds, not only garner attention and make an indelible impressions on the growing diverse consumer groups with increasing purchasing power, these companies are bound to realize positive affects to their corporate valuation, market share, return on investment as well as many other key performance measures.

Crossover client, Michael Minasi, Sr. VP Marketing of the major national multi-grocery chain Safeway, Inc. believes strongly in their partnership: “I believe the creative work that has resulted validates both the concept of Crossover and the process of good communication. I look forward to continuing our work together.”

An untold number of companies can benefit from the use of the Crossover Factor®. Crossover Creative Group can assist corporations in all of the major business categories to establish relationships with the multicultural consumer by using proven methods that go beyond the traditional monolithic concepts and ideals.

As Mr. Minasi puts it, “It’s nice to be on the cutting edge.”

1Combined 2002 Purchasing Power figure of $1.522.8 trillion is the result of adding the Asian-American: $296.4 Billion, Hispanics $580.5 Billion and African-American $645.9 Billion as quoted by ©Diversity Best Practices, Business Women’s Network http://www.diversitybestpractices.com u http://www.bwni.com http://www.ewowfacts.com/chapter03/32d.pdf. The United Kingdom GNP of $1.360 Trillion for 2002 as stated in by Mike Dowling in the “Interactive Table of World Nations” available from http://www.mrdowling.com/800nations.html.

Editors: Advertising/Marketing, Business /Financial, Features

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