According to the most recent census, European Americans account for a third of the total US population. They either have self-reported European ancestry or they’re foreign-born European immigrants. Foreign-born European Americans make up 1.5% of the total US population, making them a small part of the bigger European American segment.

This is an affluent segment with high brand consciousness and preference for brands that display cultural sensitivities and nuances. When targeting this audience, marketers need to go an extra mile to tailor content to meet the people’s standards and expectations. Here’s how this can be done.

Understand European Subcultures

Among European Americans, you’ll find several different subcultures depending on their roots. The most dominant segment is of German Americans, followed by Irish Americans, English Americans, Italian Americans, and Polish Americans (in that order).

When targeting European audience, make sure to determine which subculture you’re planning to focus on. This will help you develop content that resonates with them the most.

Determine the Level of Localization

Different subcultures respond differently to American content. To that end, not all cultures require a high level of localization. For example, if you’re targeting German Americans, you may not need to localize your content as much as you would need to do it for French or Italian Americans.

Engage Local Influencers

Local influencers can connect with the audience appropriately using the right language and understanding local nuances. When targeting to European Americans, you should engage influencers that the audience trusts and relates to. This will help you establish credibility amongst the people and give you the response you’re looking for.

Use Relevant References

Every culture has references that are popular in their community. The best way to engage with people belonging to a European culture is to use these popular references cleverly and with some subtlety to strike a chord.

All of these things combined can help you put your best foot forward and tap into this segment properly.

Hire an Experienced Multicultural Communications Agency

Experienced and reliable multicultural marketing companies have all the skills and resources necessary to transcreate existing marketing collateral. They can adapt the content to perfection so that it resonates perfectly with the local audience.

Are you looking for an experienced multicultural advertising agency? Ethnic Response has got you covered! We have over 15 years of experience in targeting multicultural segments, including Europeans, African-Americans, South Asians, and Hispanics. We offer comprehensive Ethnic Media Services for all communities in US.

Get in touch with our marketing experts now and help your business expand globally!