As we get into July, I find myself reminded of one of the main things I love most about summers: Events. Sporting events, community events, parades, festivals, concerts, political rallies, etc. The gatherings of folks feeling the heat just can’t be beat. And where there’s a gathering, there’s a marketing angle about to be worked.

But when it comes to event marketing for multicultural communities, far too many clients are still getting it wrong—by a lot. Over the years I’ve participated in hundreds of ethnic events both as a marketer and as a regular ol’ consumer. Consequently, I’ve put together a list of the Top 5 screw-ups that too many companies make and how to avoid ‘em:

NO EGO-TRIPPING
There’s a famous quote that goes, “90% of success is showing up.” Well that’s crap. The biggest problem Multicultural Event Marketers have is showing up and thinking they’re 90% home. Truth is, showing up is just 90% of the first step.

Whether you paid to participate or were offered a slot by the organizers—it’s not about you. You’re just the gravy on the potatoes. With few exceptions, attendees don’t care about the brands and sponsors; they care about the quality of the event. Stop showing up at events acting as if people should be excited to see you.

NO MORE BOOTLEG BOOTHS
Ethnic consumers know the difference between “mainstream” marketing and “ethnic” marketing mainly because of how they’re treated by brands. They see the nice fancy booths and high-end organization that goes into mainstream (read: white) events. Then they see the half-assed, bootleg efforts from the same marketers targeting them.

Look, if your brand can budget properly for the 18-34 suburbanites, your brand’s gotta budget for the 18-34 year old “urban” crowd. Otherwise save your money.

SLOPPY STAFF
Stop sending VPs and upper-management to your mainstream events then dumping half-trained interns to the ethnic-centric ones. Few things irk ethnic consumers more than seeing unqualified disinterested personnel representing brands at events in their community knowing that when they go to more mainstream events those same brands will bring in high-powered personnel. It’s just a slap in the face.

SO WATCHA SAYING?
As is the case with traditional ad campaigns, simply seasoning your mainstream event efforts with colloquialisms and colorful trimming just isn’t the way to go. It’s not enough to tailor your message; instead, you have to create distinct a message that’s relevant to this audience

WHY ARE YOU HERE?
Know the event. In ethnic communities especially, events often have cultural or historical significance. So know the event you’re participating in and why it’s important to that community.

Don’t do an event just because there’s “x” number of “y” target audience there; do the event because you’ve got something to offer.

Now more than ever event marketing is critical for reaching an increasingly fractured marketplace and emerging audiences. But unless we get our hands dirty and get in the trenches and really connect with people where they are and how they live, will end up building more barriers than bridges.