In a world where in 2010, no single demographic, or even handful of demographics, will neatly define the US nation and "Joe consumer" will cease to exist, marketers must learn how to communicate with more than just one demographic. Here is a "how to" case study based on Israel - a country where the “mainstream” represents only 50% of the total population.

1. ISRAELISARE NOT ALL THE SAME

2. OrHOW TO MARKET WHEN EVERYONE IS A MINORITY By Eva HassonTrendspotting DirectorShalmorAvnonAmichay / Y&R Interactive

3. In 2010, no single demographic will neatly define the US nation and "Joe consumer" will cease to exist

4. Faced with this new reality,marketers must learn how to communicate with more than just one demographic

5. We’ll be looking at Israel as a case study

6. Israel is a country boxed in by its neighbors

7. One of the smallest countries in the world

8. About the size of New Jersey

9. Its population is smaller than NYC

10. A country that is ethnically rich & diverse

11. A country with two official languages

12. Many other languages are spoken:English, Russian, Yiddish, Spanish, French, Morrocan to name just a few

13. A country with a majority of Jews

14. 20.6% Arabs

15. Disconnected from the mainstream

16. Account for only 2% of advertising Dollars

17. Israel’s ethnic fabric is more complex

18. Fueled by waves of new immigrants

19. Nurtured by a multitude of rulers

20. Influenced by three religions

21. This makes for an interesting mosaic

22. Many marketers do not see any value in targeting multicultural audiences

23. What marketers need to do is learn how to communicate with these audiences

24. In terms of advertising: 50% of the country is made up of mainstream Israelis

25. The other 50% is made up of sectors

26. GROUPS WITH GREAT PURCHASING POWER, THEIR OWN LANGUAGE AND MEDIA

27. These are literally subcultures: cultures within cultures, often living in ghettos

28. GROUPS WITH A DISTINCT IDENTITY

29. Groups with a shared set of cultural, linguistic, religious and behavioral traits, values and symbols

30. How do you target these people?

31. To effectively communicate with anyone you first have to get to know them

32. 1. Get on their wave length

33. 16% Russians

34. 14% Ultra Orthodox

35. The great differences between these sectors means you can not simply translate an ad

36. 2. BE FLEXIBLE

37. Although the strategy remains the same, you may need to adapt it

38. SOMETIMES IT MEANSREFOCUSING THE BRIEF

39. How do you sell the more expensive eco friendly Honda Hybrid to Russians who are not interested in green issues?

40. SOMETIMES IT MEANSCHANGING THE PRODUCT

41. How do you sell functional yogurt to Ultra Orthodox Jews who believe all yogurts were created equal?

42. 3. USE MAJOR EVENTS & HOLIDAYS

43. EVERY CULTURE HAS ITS OWN HOLIDAYS. FIND OUT WHAT THEY ARE AND USE THEM

44. When 3 Israeli soldiers were kidnapped we decided to use one of the most powerful days in Israel Cannes Promo Gold Lions 2008 Clio Gold 2008

45. 4. DON’T USE MASS MEDIA

46. EVERY CULTURE HAS ITS OWN MEDIA. THEY CREATE NEW OPPORTUNITIES. EMBRACE THEM.

47. When “Biomat” laundry detergent wanted to increase its market share within the Ultra Orthodox sector they set up an outdoor event

48. “TO REACH THE UNREACHABLE” Cannes Media Grand Prix 2005

49. 5. DON’T STEREOTYPE

50. EVERY CULTURE HAS ITS STEREOTYPES.NO ONE LIKES THEM. SYMBOLS ARE MORE POSITIVE AND POWERFUL.

51. Leveraging traditional coffee drinking customs we took an underrated local coffee brand and turned it into a loved and respected one

52. And if you can’t do any of this?

53. 6. DO something worth talking about

54. Multicultural advertising is a powerful tool when targeting ethnic audiences but also mainstream ones

55. It has the power to create tremendous buzz but also to set agendas

56. When Promedico Pharmaceuticals wanted to increase penetration of its muscle-pain relief ointment they created a witty campaign

57. Do you have Bengay (a Gay son) in the closet?

58. Homosexuality is taboo

59. When Yes Satellite TV Broadcasting launched HDTV it cast Ultra Orthodox Jews in its commercial

60. While this provocative strategy is effective to a point, it comes with a price tag

61. DO SOMETHING POSITIVE AND YOUR AD WILL NOT ONLY BE TALKED ABOUT BUT REMEMBERED AND REPEATED.

64. Lastly, always remember

65. ISRAELISARE NOT ALL THE SAME

66. THANX @HASSONTWINS