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Passion and marketing at CALDWays 2017

5 October 2017

Understanding culture and engaging with communities are crucial when marketing to people from CALD (culturally and linguistically diverse) backgrounds, but it is not enough. Using data and evidence to target specific groups and measure success are also essential. That was the key lesson from the fifth CALDWays conference in Parramatta in late June.

Futurist and keynote speaker Dr Keith Suter challenged people to meet the future by thinking about the unthinkable, but everyone agreed that the internet is here to stay. There were plenty of tips and ideas about how to research, understand and target multicultural communities in different ways. 

Brett de Hoedt, Mayor of Hootville Communications, made it clear that your point of difference and quality of services are not enough to get you the business you need: “you have to bang the drum!”

Sandra Pires from Why Documentaries reminded us that everyone has a story to tell, and Thang Ngo, Managing Director of IDENTITY Communications and one of Australia’s top influencers, stressed the need to use data and evidence to target different communities.

Eliane Miles, Director of Research at McCrindle, gave the latest on the Census and discussed how to use data to better understand multicultural Australia.

“The key thing I learned today is the passion of people from multicultural backgrounds to help their communities”, said Michael Camit, NSW Multicultural Health Communications Service, in his paper on the marketing success of the Pink Sari project. In his experience, working with and engaging with communities has been crucial.

“It was a fantastic conference”, said Pina Leyland from Co.As.It., the Italian Association of Assistance. “We definitely need to ramp up our Facebook page!”

“We had a wonderful time; very informative speakers, brilliant, absolutely brilliant, and the feedback has been amazing. Looking forward to next year”, said Cecilia Milani, Manager for Partners in Culturally Appropriate Care (PICAC) NSW & ACT who was organising the conference. Check out what people had to say about CALDWays on our website and YouTube channel.

Many thanks to the Seniors Dance Group, Sri Om Foundation Group, and Sako Dermenjian for their wonderful cultural performances.