Multicultural Marketing & Diversity
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NETWORKING BREAKFAST (9:00 – 9:30)
INTRODUCTIONS (9:30 – 9:45)
I. THE DIGITAL BLACK CONSUMER (9:45-10:45am)
Digital is quickly becoming the main media source for African Americans to consume entertainment, news and more. According to recent research conducted by BET, African Americans are digitally inclined and consume heavy amounts of all types of media. 67% own desktop/laptop computers; 62% are heavy online users; 64% are gaming/music video enthusiasts and 37% are heavy TV/DVR viewers. In this session, Matthew Barnhill, Executive Vice President, Corporate Market Research – BET will discuss the powerful influence of digital on the black consumer and how best to utilize this medium to reach this consume in the most relevant way.
Matthew Barnhill, Executive Vice President, Corporate Market Research - BET
II. IN PLAIN SIGHT: THE BLACK CONSUMER OPPORTUNITY (11:00-12:00PM)
Never before has reaching the black consumer been so critical for marketers. Yet the amount of data and information about this key audience is often not readily available, causing brands to lack a comprehensive view of who these consumers are, what their buying power is and, most important, how to reach them. To bring all this disparate information together in one place, the Cable Television Advertising Bureau has partnered with Advertising Age Custom Programs to create "In Plain Sight—The Black Consumer Opportunity," a white paper that will appear in the April 23 issue of Ad Age. Cynthia Perkins-Roberts, Vice President , Multicultural – Cable Television Advertising Bureau will showcase this in-depth piece to provide marketers a thoughtful, data-intensive look at the African-American consumer, from demographics to psychographics to marketing implications and strategies as well as insights from top global marketers on reaching these consumers as well as tips on what's worked for some of the best brands in the world.
Cynthia Perkins-Roberts, Vice President, Multicultural – Cable Television Advertising Bureau
III. VERIZON WIRELESS: LUNAR NEW YEAR CASE STUDY (1:00-2:00pm)
Lunar New Year is an important holiday celebrated by Asian Americans, specifically among Chinese, Korean and Vietnamese communities. Verizon joined Asian communities and launched its dedicated Year of the Dragon marketing campaign this year. The campaign was to connect with Asian Americans in how they commemorate Lunar New Year through an integrated marketing approach. In this session, Andrea Kimmet, Director, Multicultural Marketing – Verizon Wireless will take us through a case study on how Verizon Wireless has been able to create a long-standing relationship with the Asian community through their Lunar New Year campaign.
Andrea Kimmet, Director, Multicultural Marketing – Verizon Wireless Inc.
IV. MULTICULTURAL MARKETING & DIVERSITY ISSUES (2:00-2:30PM)
This session will be an open forum to discuss topics of interest to pursue for the next committee meeting.