Multicultural & Niche Marketing

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The New York Times 2012 Cross-Platform News Study

Brian Brett, executive director, Customer Research, The New York Times, discussed findings of a national survey examining the cross-platform behaviors of news consumers.

Making a Splash

A number of prominent brands were honored at the 12th Annual ANA Multicultural Excellence Awards. Learn how Heineken, XOOM, and Ford successfully connected with multicultural audiences.

The Millennial Difference

Motivating the newest employee cohort to get things done means understanding what millennials want. Frequent communication about everything is a cornerstone of the millennial culture.

American Heart Association: Multicultural Populations and the Sponsorship & Event Marketing Industry

Gerald Johnson, chief marketing and diversity officer, American Heart Association, and ANA Sponsorship & Event Marketing Committee Co-Chair, discussed how shifting demographics will impact the sponsorship and event marketing industry and shared examples of how the American Heart Association is adapting their efforts to better meet the needs of the country’s growing diversity.

Understanding Hispanic Branded Entertainment

To reach Hispanic consumers via branded entertainment, marketers should be sure to take advantage of the influence Hispanic culture is having on English-language TV programming, according to this white paper from iTVX.

Digital Music: The Lifeblood of Cross-platform Campaign Integration

Radha Subramanyam, EVP of sales and marketing research, Clear Channel Media and Entertainment, shared how radio is taking advantage of opportunities on both digital and mobile platforms.

Digital Music: The Lifeblood of Cross-platform Campaign Integration

Radha Subramanyam, EVP of sales and marketing research, Clear Channel Media and Entertainment, shared how radio is taking advantage of opportunities on both digital and mobile platforms.

Digital Music: The Lifeblood of Cross-platform Campaign Integration

Radha Subramanyam, EVP of sales and marketing research, Clear Channel Media and Entertainment, shared how radio is taking advantage of opportunities on both digital and mobile platforms.

The Art of the Deal: How to Blend Couponing, Customer Relationships, and Loyalty

According to this white paper from Aimia, the intersection of customer loyalty and couponing has become a hot topic for retailers and marketers alike.

The Media Survey of the United States' Business Elite

This presentation from Ipsos Mendelsohn offers a detailed breakdown of the media behaviors of the affluent U.S. demographic, known as the business elite.

The Social Network: Can Social Media Build Loyalty?

To become part of an effective marketing strategy, social media marketing must first become part of an effective customer loyalty strategy, according to this white paper from Aimia.

Through the Looking Glass: Building Relationships with Retail Showroomers

According to this white paper from Aimia, the practice of retail “showrooming,” in which consumers use traditional brick-and-mortar retail stores to evaluate products in person, then use their mobile devices to find the product at a lower price online, has become a common practice among Millennials and a hot topic for the industry.

L’Oreal: The Truth About Beauty

Erica Bowen, vice president, marketing, L’Oreal, Laura Simpson, senior vice president, global director, McCann Truth Central, and Patricia Shibata, vice president, multicultural, McCann New York, shared insights from McCann’s recent global study “The Truth About Beauty,” as well as discussed what really matters to beauty consumers today and tomorrow — with emphasis on the Hispanic, African American and Asian segments.

Connecting with the LGBT Community

Scott Creighton, global vice president of marketing excellence, Johnson & Johnson, Kenneth Harley, integrated marketing communications associate manager — multicultural, Allstate Insurance Company, and Christopher Warmanen, SVP, creative director, Leo Burnett, shared insights on how to build meaningful connections with the lesbian, gay, bisexual, and transgender (LGBT) community.

Connecting with the LGBT Community

Scott Creighton, global vice president of marketing excellence, Johnson & Johnson, Kenneth Harley, integrated marketing communications associate manager — multicultural, Allstate Insurance Company, and Christopher Warmanen, SVP, creative director, Leo Burnett, shared insights on how to build meaningful connections with the lesbian, gay, bisexual, and transgender (LGBT) community.

Healthcare and Multicultural Consumers

Meghan Medlock, director, ANA, and Nick Primola, vice president, ANA, led a discussion with conference attendees on the ways that the healthcare marketing industry can evolve to meet the needs of multicultural communities to benefit both the consumer and the healthcare industry as a whole.

How AT&T Employs a 360-Degree Approach to Its Multicultural Marketing

Marketing leaders from AT&T shared how it uses a 360-degree approach to its multicultural marketing programs by employing traditional media, digital, social, and music. Examples of its culturally-relevant, celebrity-driven campaigns were also shared.

Onsite Insight: Essence Communications' Michelle Ebanks on the Digital Consumer and the Publishing Industry

Michelle Ebanks, president of Essence Communications, discusses how the digital consumer has changed the magazine publishing industry, at the 2012 ANA Multicultural Marketing & Diversity Conference.

Onsite Insight: People en Españo's Monique Manso on Social Media's Impact on Editorial

Monique Manso, publisher of People en Español, discusses how social media turned the publication’s editorial model on its head, at the 2012 ANA Multicultural Marketing & Diversity Conference.

Onsite Insight: Allstate Insurance Company's Ad Targets LGBT by Featuring Tammie Brown

Kenneth Harley, integrated marketing communications associate manager, multicultural, at Allstate Insurance Co., discusses the company’s LGBT targeted ad featuring Tammie Brown, a RuPaul's Drag Race alum, at the 2012 ANA Multicultural Marketing & Diversity Conference.

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