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Multicultural marketing in Australia: the practical guide

A free book on culturally inclusive marketing and communication for CALD audiences. Native Experience (NX) Marketing, from cultural competence and cross-cultural communication through to launch.

by Mark Saba, founder and CEO of LEXIGO

Read the book, free

The Authenticity Advantage is the full text of Mark Saba's book on multicultural marketing in Australia, published here as a free web edition with no sign-up. Also published as Native Experience Marketing. Ten chapters, three phases, one method: build communication for Australia's culturally and linguistically diverse communities the way a native speaker would have built it from the start.

What is multicultural marketing?

Multicultural marketing is communication designed for a specific language or cultural community, in that community's language, through the channels it already uses. It isn't an English campaign translated into 12 languages. 5.5 million Australians speak a language other than English at home, 22.3% of the population (ABS Census 2021), and the difference between a translated campaign and one built for them shows up directly in response rates, trust and uptake.

How does the NX method work?

Native Experience (NX) Marketing runs in three phases. Think builds cultural intelligence and the team. Design puts the community in the room before the concept is locked, through research, co-creation and inclusive creative. Go launches across the right channels and measures what the community actually did, not what the media buy reached. The six chapters in between spell out N.A.T.I.V.E: Notable, Authentic, Trusted, Inclusive, Versatile, Evolving.

Where should you start?

Read in order if you're new to the method. If you're already running campaigns, the cultural competence field guide below tells you whether your team is ready, and multicultural marketing examples in Australia shows what the method looks like delivered across health, government, legal and retail. Public sector teams will also want the CALD communications guide, which covers the same ground from the government side.

Contents

Read in order across three phases: Think, Design and Go, or jump to the chapter you need.

01Preface: why authenticity is the advantageWhy authenticity is the advantage in multicultural marketing.

Phase I: Think

02Introduction: beyond ethnic and multicultural labelsThe case for a native experience approach.03The NX Marketing framework: Think, Design, GoA model for authentic multicultural campaigns.04Be Notable: cultural intelligence and NX teamsCultural intelligence, the business case and the teams behind NX campaigns.05Be Authentic: cross-cultural communication and researchThe Cultural Iceberg, plain language and research tools for cross-cultural communication.

Phase II: Design

06Be Trusted: community co-creation and campaign strategyBuilding trust with communities through co-creation and grounded strategy.07Be Inclusive: co-design and creative for every communityCreative pillars and a five-stage co-creation process for campaigns built with communities, not for them.

Phase III: Go

08Be Versatile: launch across channels and languagesLaunching multicultural campaigns across channels, languages and media.09Be Evolving: measure, learn and growMeasuring, learning and growing multicultural campaigns over time.
10Conclusion: Be NATIVEThe NATIVE framework in full and where to go next.

Field guides

Practical companions to the book. Standalone reads for the people planning and producing the work.