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Multicultural Marketing Members Only Conference @ Lexus presented by NBCUniversal

This event is over.

Multicultural marketing is no longer a "nice to have"; it has become an essential component of brand marketing that contributes to increased market share and revenue.  However, in order to create a successful multicultural marketing campaign, it is imperative to truly understand the cultural nuances of the multicultural consumer and create innovative strategies that will make your brand relevant and crucial to this highly lucrative consumer.  Once you capture the hearts and minds of the multicultural consumer, you will also capture their loyalty and their willingness to promote your brand within their communities, which will increase your bottom line tenfold.

More and more companies across industries have discovered the value of the multicultural consumer's buying power and the need to tap into this growing and influential segment of the population. Discover how top client-side marketers from Lexus, Treasury Wine Estates, Disney Destinations and Universal Music Group have created culturally relevant strategies that have translated into increased market share and brand loyalty.  Join us for this fun and informative day hosted by Lexus in Torrance, CA and presented by NBC Universal.  This event is FREE to ANA members and limited to ANA members and invited guests.

When
Begins:Thursday, May 5, 2011 at 8:15am
Ends:Thursday, May 5, 2011 at 3:00pm
Where

Hosted By: Lexus
Toyota Quality Center, Multipurpose Room A&B
2015 W 190th St
Torrance, CA 90501

Agenda
8:15AM Breakfast
 

LEXUS: ONE COMMUNICATION STRATEGY WITH MULTIPLE TARGET CONSUMERS
One of the challenges of creating a multicultural marketing campaign is to maintain brand identity and still be culturally relevant at the same time. In this session, discover how Lexus faced the challenge of delivering a consistent message across all targets for a critical new product launch, while ensuring cultural relevance to diverse consumer groups. Lexus will also share how they developed a unique strategy and campaign implementation to target this top luxury brand to the Hispanic, African American and LGBT segments.

Steve Jett
National Marketing Communications Manager
Lexus Division - Toyota Motor Sales

Aaron Walton
Co-founder
Walton | Isaacson
____________________________________________________

DISNEY DESTINATIONS: "VOTA POR" VILLAINOUS FUN WITH DISNEYLAND
Hispanic insights leads the way for the Disneyland Resort Marketing Strategy team! This session will showcase how they approach multicultural marketing in a very diverse marketplace. They will share a recent Halloween case study that makes the business case for diversity and demonstrates how this unique marketing approach delivered the message to all audiences in a highly engaging and entertaining way.

Sheldon Duncan
Manager, Marketing Strategy
Disney Destinations

Cheryl Spence
Disneyland Resort Reginal Marketing Strategy
Disney Destinations
____________________________________________________

TREASURY WINE ESTATES: WINE & THE HISPANIC MARKET
Although beer and tequila get plenty of advertising dollars, the wine category has largely ignored the Hispanic segment except for a few holiday advertisements or translations of general-market campaigns. According to a recent study, since 2005 wine consumption among Hispanics has grown by 35% which is three times the rate of the general market and Hispanics account for 50% of growth in the wine category versus the general market. Treasury Wine Estates will take you through the Beringer brand's unique marketing strategy to leverage this surge in Hispanic wine drinkers through a targeted and culturally inclusive multi-platform marketing campaign that includes television advertising, TV vignettes, and experiential components with local chefs as well as in store promotions. You will also hear about the key learnings from the campaign that Beringer is using to elevate the Hispanic effort to the next level.

Peter Willmert
Director, Marketing, Beringer Vineyards
Treasury Wine Estates

Elizabeth Barrutia
Founder & President
BARÚ Advertising
____________________________________________________

CHANGING THE GAME: MULTICULTURAL MOVIE MARKETING
Rick Ramirez
Senior Vice President
Warner Brothers Pictures
____________________________________________________

TOYOTA Y TELEMUNDO: AN ONGOING RELATIONSHIP ENGAGING CONSUMERS AND CELEBRATING HISPANIC PRIDE
Toyota and Telemundo partner together to engage Hispanics through the content they love: NOVELAS. Product integration has expanded to Toyota owning a leadership position in the novela space where the Hispanic community gathers together. We'll share the program currently on-air that builds on the success of Toyota's "Somos Muchos"/ "We Are Many" campaign. Encouraging Hispanics to express pride in their country of origin, Toyota and Telemundo are engaging Hispanic viewers to start a conversation and build a sense of community while showcasing the Toyota brand. The campaign features never-been-done-before audience participation, where fans not only express their pride, but see it woven into their favorite novela on air, Los Herederos Del Monte.

Pablo Buffagni
Senior Vice President, Chief Creative Officer
Conill

Dionne Colvin
National Marketing Media Manager
Toyota

Deborah Contreras
Network Account Executive
Telemundo
____________________________________________________

UNIVERSAL MUSIC GROUP: WHAT DOES YOUR BRAND SOUND LIKE?
Music is the one thing that speaks to people from all cultures and is the underlying key element in creating a brand identity. In this session, Universal Music Group, which is the largest record company in the world will share key learnings on how to create the right music strategy for your brand to achieve awareness, brand recognition and recall and ultimately brand loyalty. You will learn how to create the right music strategy as well as the tools necessary to execute a successful music program specific to Hispanic, African American, Asian and General Market segments.

Gustavo Lopez
President
Universal Music Group
_________________________________________________

3:00PM Adjournment

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