FADE IN:

INT. BOARDROOM – DAY – (1994)

A small group of movie executives assemble around a large conference table. At the head sits the studio president, white and male. Across the distance is Gregory Allen Howard, a journalist, playwright, screenwriter, and Black man. The group is about to discuss his script for an upcoming biopic about Harriet Tubman, one of America’s greatest figures. Everyone loves the script, and everyone is familiar with Harriet’s legendary story. But none of that deters the studio president from pitching one, small suggestion:

STUDIO PRESIDENT
(indubitably)
“What if, stay with me now, what if Harriet Tubman was played by…Julia Roberts?”

DISSOLVE TO:

EXT. MADISON AVENUE – DAY – (2025)

In a world (our world), these situations really do occur. To this day, many businesses struggle to connect with diverse audiences. Despite good intentions. Regardless of budgets. And not just in Hollywood. Mishaps happen all the time with intercultural advertising. Even a brand that got it right in the past can fall short later on. True connection requires trust. When consumers don’t believe in a brand’s authenticity, earning loyalty can feel like paddling upstream.

Thankfully, anyone can build a relationship. But since there are many roads to success, we’ll focus on one simple practice that can help your business achieve more with intercultural marketing.

CUT TO:

INT. COMMUNITY CENTER – NIGHT

LAO TZU
“Go to the people.”

The better your understanding, the stronger your communication. Begin with asking yourself just how well you know your audience. Questions like:

MARKET RESEARCH ANALYST
“Which neighborhoods do people reside in?”

MEDIA PLANNER
“How do they spend their Saturdays?”

MARKETING SPECIALIST
“What language is spoken at home?
Does that differ from the workplace?”

USER EXPERIENCE RESEARCHER
“How does my brand’s presence make a genuine difference in the community?”

If your audience lives in Hispanic households, consider translating your messaging into Spanish. If your audience is deeply involved with the Pride community, don’t just show different people in your ads—show up at local events and prove you also care about the culture. Meet folks where they live, connect with their emotions, and you’ll have no problem creating a strong game plan. It’s a strategy that’s proven to be profitable.

CUT TO:

INT. MENDOZA OFFICE – DAY

EMILY HIND, INTEGRATED MEDIA SPECIALIST
“Fostering relationships is the most extensive part of our intercultural outreach strategies. It involves hours and hours of Research, matching the demographic to the client’s target audience.”

Traditional media typically concentrates on quantity. In the past, it was all about grabbing as many eyeballs as possible. But today’s consumer desires more quality. They want to see how your brand values overlap with their own.

At Mendoza, strategic thinking always starts with the niche market. Then, our beliefs and experience guide our business where our clients want to reach. Our process has led us into Philly’s streets for a hyperlocal voting campaign. It navigates how we highlight underrepresented groups for the Pennsylvania Fishing & Boating Commission, or how we encourage Black travelers to visit Pennsylvania. It bridges the gap between the old school and the new wave and consistently makes lasting connections to the communities we serve.

Want to dig deeper into our ethos? Start here.

Want to see how we perform intercultural marketing? Start here.

THE END