
As inflation continues to be a problem, many economically disadvantaged communities are feeling the strain of tighter budgets and limited resources even more than they typically do. For marketers and communicators, finding ways to connect with and support these audiences requires thoughtful and empathetic strategies. By prioritizing authenticity, building genuine connections and doing due diligence to understand the unique challenges of these groups, practitioners can create great campaigns that resonate and provide real value—all while also achieving success for their clients.
Build a Genuine Connection
Establishing trust is crucial when working with clients whose target audiences are widely diverse and reside in low-income communities, where brands are either part of the neighborhood or outsiders. So, for a successful campaign, trust needs to be built, and a real connection made.
To build those meaningful relationships, communicators need to dig deeper to understand the unique needs, challenges and culture of their audiences. Every community has its individual culture with its own traditions. And tapping into that uniqueness helps make the connection between the community and the value a brand can bring to it.
In Practice: We recently worked with an Atlanta-based fast-food chain that needed to make a deeper connection with its local neighborhoods. Given that music and dance were at the heart of the communities, an original reggaeton music track was composed—a genre that appealed to the growing Hispanic audience but, through them, now had a broader appeal. With this cultural connection, it amplified the joy of the first bite.
Use Localized, Relevant Messaging
Overcoming communication barriers by using clear, culturally relevant messaging is essential. This might include using local languages and channels that the community trusts and engages with. And reaching different socioeconomic audiences means aligning with each group’s unique values and life circumstances. To meet people where they are, flexible, authentic messaging needs to be created for a tailored approach.
In Practice: As we worked with a non-standard auto and motorcycle insurance company, an authentic connection needed to be made with various personas. Influencer marketing proved to be an impactful channel to engage. Tapping a highly niche motorcycle community, five well-known motorcycle safety and riding influencers created authentic educational content, meeting the target audience where they spent time online. It drove us to build trust as a brand that “understands” the motorcycle community’s needs.
Prioritize Community Involvement
Authentically engaging the community in social impact initiatives fosters a sense of ownership and participation. Whether it’s sharing a volunteer event, donations or advocacy program, engaging and giving back to communities is more likely to build those genuine connections. And by reminding folks that a brand is part of a larger mission, it shows how its efforts bring value and positively impact the community.
In Practice: For a non-profit retail store, its main mission is getting good people jobs and careers. We spread awareness that every purchase leads to helping their local community members find jobs, making a direct connection between the brand and its local work. Content delivered the core message that even the little things make a big difference, which fostered increased loyalty and engagement.
Connecting with underserved communities in especially tough economic times can be done. But authenticity and genuineness play a significant role in how you reach them. Connect and engage with them where they consume content and drive home the value the brand can provide them and their community.
Jeff Maggs is Managing Partner/Atlanta at Brunner an independent integrated marketing agency.