Pam El, VP, marketing, State Farm, discussed how State Farm is working to attract multicultural consumers by leveraging the strength of their brand values and the presence of their insurance agents in multicultural communities.
Alicia Gomez, director, premium sales and new media, Universal Music Enterprises, provided an overview of the current state of music retail marketing in this presentation.
Manish Bhatt, vice president, MetLife, Jeff Milgroom, general manager, Nielsen, and Scott Simony, account executive, Google, discussed how direct marketing principles can be applied to TV advertising.
Pat Gentile, general manager, Procter & Gamble productions, The Procter & Gamble Company and co-chair, Alliance for Family Entertainment, discussed how marketers can gain greater advertising ROI and significantly increase the impact of their advertising by maximizing the value of appropriate content.
Industry experts discussed a range of issues in multicultural marketing including internal marketing, organizational structures, advertising in Spanish, and Obama's impact on multicultural marketing.
Lisa D. Cochrane, VP, Integrated Marketing Communications, Allstate Insurance Company, and Georgina Flores, Senior Manager, Integrated Marketing Communications, Allstate Insurance Company, shared the ways in which Allstate vertically and horizontally integrates multicultural marketing into their communications plan.
This article presents watchouts and considerations for defining, building, and sustaining profitable multicultural programs: developing segment expertise, measuring success, and overcoming an urge toward the "Borg Syndrome"—that is, disregarding individual consumer groups and marketing only to the masses.
The author discusses how marketing to the multicultural consumer requires different techniques conditioned by location and specific target messaging.