Multicultural & Niche Marketing
Engelina Jaspers, vice president, corporate marketing for the Americas Region of the Hewlett-Packard Company, discussed how her organization is looking at multicultural markets to expand its reach in the U.S. Just as the composition of the U.S. population is undergoing profound change, HP believes today's marketers must also undergo changes to their marketing mindsets and practices to generate incremental revenue and brand equity for their companies.
Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation
David R. Morse, president and chief executive officer of New American Dimensions, LLC, discussed reasons for bringing multicultural marketing and diversity to the foreground and presented eight rules for marketing to multicultural audiences.
A panel of industry experts shared their insights on CNN's series focusing on race in America and discussed what lessons the series might hold for marketers.
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.
This article explores why Dentyne's campaign, targeting Hispanics in the 18-34 age category, has been such a success.
Kick off 2009 with these timeless insights from marketers at Hewlett-Packard, MasterCard Worldwide, Liberty Mutual Group, and Nestlé USA.
In this article Marketers at Wal-Mart, McDonald's, International Speedway, and MasterCard react to new ANA research and describe their efforts to reach and engage multicultural consumers.
This article recaps the conversation from a roundtable discussion held by multicultural marketers from Service Experts, Sprint, and Pernod Ricard USA on topics including media mix and measurement.
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.
Industry experts in sports marketing discussed the growing influence of multicultural consumers, diversity in sports, and the challenges facing sports marketing.
Kelley Semmelroth, SVP, Brand Strategy, Brand Management Executive, Bank of America, discussed the ways in which Bank of America is incorporating multicultural marketing into their general marketing strategy and their rationale for doing so.
In this article Scott Remy, SVP Communications, Nestlé USA, explains the importance of marketing to the Hispanic consumer and provides some hints on how to do so.
Claire Edgar, Director of Marketing, Champion, Hanesbrands, Inc., and L. Lynnette Fuller-Andrews, Assistant General Counsel, Hanesbrands, Inc., discussed how Champion successfully employed Facebook to reengage college age consumers.
This article discusses how to break through to the burgeoning Hispanic teen market.
This Zumba case study presents approaches to building brand awareness, excitement, and passion to a level that Zumba instructors and participants are getting Zumba tattoos and license plates to let the world know about how Zumba has changed their lives.
This article delves into what influences the buying decisions of affluent African Americans.
This article provides nine ways to reach and win over the Asian-American market.
This article discusses how marketing professionals deliver with develop and provide to multicultural marketing, and the role executives play in their success.
This article explores how to reach the Hispanic market with cause related marketing.
This article discusses the size and nature of the gay and lesbian market in the US; brands which are targeting this market; effective creative strategies; and the media options to do so, particularly the use of gay media.