Multicultural & Niche Marketing
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Hennessy: Targeting the Bicultural Bilingual Latino
Manny Gonzalez, multicultural marketing director, Moet Hennessy USA, discussed how the Hennessy brand is successfully targeting the bilingual, bicultural Latino consumer with digital and experiential marketing through their multi-city “DJ Mixmasters” program.
The Faith-Based Market: Multicultural Marketing & Diversity Case Study
Melanie Few, president, Results Inc., Natara Holloway, VP retail development & consumer products, NFL, Marla Jones, client relations & management, Results Inc., and Telisa Yancy, director, advertising, American Family Insurance, discussed ways to respectfully reach the faith-based market segment and presented a case study example of a partnership between the NFL and American Family Insurance for the Super Bowl Gospel Celebration.
The Faith-Based Market: Multicultural Marketing & Diversity Case Study
Melanie Few, president, Results Inc., Natara Holloway, VP retail development & consumer products, NFL, Marla Jones, client relations & management, Results Inc., and Telisa Yancy, director, advertising, American Family Insurance, discussed ways to respectfully reach the faith-based market segment and presented a case study example of a partnership between the NFL and American Family Insurance for the Super Bowl Gospel Celebration.
Krispy Kreme: Reaching Millennials through Integrated Marketing
Brian Little, director of corporate communications, and Tim Sabo, global creative director, Krispy Kreme Doughnuts, along with Jeff Fromm, executive vice president, Barkley, discussed how Krispy Kreme reached Millennials through social media and integrated marketing.
BrightLine Advanced TV Audience Behavior Report: Young Adult Males
BrightLine provides insight to marketers on initiating a brand dialogue with males aged 18-34 via advanced television advertising.
In Plain Sight: The Black Consumer Opportunity
This white paper provides insights into the buying power, spending trends, and brand loyalty tendencies of Black consumers, while disproving some common stereotypes about this demographic.
Kraft Cool Whip Recruits Mommy Bloggers
Marjani Coffey, senior associate, brand manager, Kraft Foods, and Brad Higdon, vice president, account director, The Martin Agency, explained how Kraft integrated mommy bloggers into its national advertising campaign and leveraged social media.
Krispy Kreme: Reaching Millennials through Integrated Marketing
Brian Little, director of corporate communications, Krispy Kreme Doughnuts, and Jeff Fromm, executive vice president, Barkley, discussed how Krispy Kreme reached Millennials through social media and integrated marketing.
Women in the Navy
Commander Brent Phillips, director of marketing and advertising, Navy Recruiting Command, discussed the United States Navy’s integrated marketing campaign to recruit women.
Women in the Navy
Commander Brent Phillips, director of marketing and advertising, Navy Recruiting Command, discussed the United States Navy’s integrated marketing campaign to recruit women.
Walmart Forges a Deeper Connection with Moms by Championing the "Everyday"
Kirsten Evans, senior director, marketing, Walmart Stores, Inc., and Katherine Wintsch, vice president and group planning director, The Martin Agency, and founder, The Mom Complex, discussed the close collaboration between Walmart and The Martin Agency’s "The Mom Complex" as they sought a means to provide moms with a way to save money through better utility.
Walmart Forges a Deeper Connection with Moms by Championing the "Everyday"
Kirsten Evans, senior director, marketing, Walmart Stores, Inc., and Katherine Wintsch, vice president and group planning director, The Martin Agency, and founder, The Mom Complex, discussed the close collaboration between Walmart and The Martin Agency’s "The Mom Complex" as they sought a means to provide moms with a way to save money through better utility.
Walmart Forges a Deeper Connection with Moms by Championing the "Everyday"
Kirsten Evans, senior director, marketing, Walmart Stores, Inc., and Katherine Wintsch, vice president and group planning director, The Martin Agency, and founder, The Mom Complex, discussed the close collaboration between Walmart and The Martin Agency’s "The Mom Complex" as they sought a means to provide moms with a way to save money through better utility.
Yahoo!: Marketing to African-Americans
Yahoo! provides results from a research study undertaken in partnership with Mindshare and Added Value which seeks to help marketers understand the drivers of African-American identity and the key considerations for brands when building an African-American marketing plan.
Yahoo!: Marketing to Hispanics
Yahoo! provides results from a research study undertaken in partnership with Mindshare and Added Value which seeks to help marketers understand the drivers of Hispanic identity and the key considerations for brands when building a Hispanic marketing plan.
BrightLine Consumer Behavior Brief: Gamers
BrightLine provides insight on the potential for reaching gamers via advanced television advertising.
BrightLine Advanced TV Behavior Report: Baby Boomers
The media consumption habits of the Baby Boomer generation (adults aged 47-65) are examined in this recent BrightLine behavior report.
Marketing to Asian-American Consumers: An Untapped Opportunity
This ANA Insight Brief explores the reasons why more marketers have not reached out to the Asian-American community, as well as best practices for doing so and the challenges that marketers may face along the way. Case studies from the California Department of Public Health, as well as ANA members, Verizon Wireless and Farmers Insurance, are shared.
A Few Insights into Consumer Targets
Data from the GfK MRI Survey of the American Consumer provides insights on several target groups. These include Apple fans, political news junkies, young urban dads, and professional women.
Investing in Brand Targets
Learn about how the Martin Agency used consumer research in two client case studies. These case studies combine demographic research with media schedule evaluation.
