According to the 2019 U.S. Census, Florida is home to 974,685 people reporting Caribbean ancestry, with 41% being Caribbean immigrants. An estimated 125,000 people of Caribbean descent live in Central Florida. This presents a growth opportunity in the marketing industry for companies to take a strategic approach toward marketing to Caribbean Americans.
When addressing Caribbean Americans, companies tend to utilize the same marketing and branding strategies used for African Americans. While there are commonalities between the two groups as Black people, this is ineffective as the buying habits of each community are distinctly different.
The population and consumption by people of Caribbean ancestry continue to rise. Using ineffective tactics when targeting this community results in losing exposure for marketers looking to promote their products and services. To appeal to Caribbean Americans, companies must employ strategies that resonate with heritage and cultural nuisances.
Here are 3 things you must consider when marketing to Caribbean Americans in Central Florida:
Understand that Not All Caribbean People Are the Same
The Caribbean region is made of over a dozen countries and thousands of islands. Sharing the same region means that many Caribbean cultures have similarities that make them relatable.
However, it is important to understand that not all Caribbean people are the same. As a marketer, it is critical to study your audience.
If you want to target Caribbeans, research what some of those similarities look like across the different cultures. If you are looking to hone in on one culture, study what makes that culture different from its neighbors. Apply what you learn in your marketing strategy effectively.
Incorporate the Culture Into Your Campaign(s)
What better way to captivate Caribbean Americans than to pinpoint an aspect of their everyday reality?
Including the culture in your marketing campaigns is an effective way to market to Caribbean Americans in Central Florida.
This can be as simple as using a popular phrase within a culture on your flyer or serving a cultural dish at your next local event.
This intentional inclusion of culture makes Caribbean Americans feel seen, appreciated and celebrated. This makes them more likely to engage with your brand.
Host and Attend Events in Central Florida
Central Florida is known for being an entertainment and tourism hub. Many events are hosted specifically for Caribbean Americans. For example, the Orlando Caribbean Festival, where you’ll have direct access to the community.
Follow local event promotion websites like Eventbrite to be updated on these events to get involved. Take the opportunity to serve as a vendor and interact with Caribbeans. Ask questions, offer free samples of your product, and receive feedback from the target population firsthand.
Hosting an event is also promising! Partner with local Caribbean influencers, promoters, DJs, etc., who already have an audience of Caribbean Americans. They will likely show up to see popular faces in the community.
Will you begin marketing to Caribbean Americans in your next strategy session?
Caribbean Americans in Central Florida have the power to take your business to the next level. Integrate valuable and practical strategies to target Caribbeans in your marketing strategy. This is the key to seeing results that can drive sales and engagement.