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Date & Time
Starts: Wednesday, April 9, 2008 at 9:30am
Ends: Wednesday, April 9, 2008 at 2:30pm
Location
OMD
11 Madison Avenue, 12th Floor
23rd Floor
New York, NY 10010
Agenda
AGENDA
I. Ethnic-Specific Marketing: When It Matters
OMD has just completed a study entitled "AcculturNation, Ethnic Marketing: When It Matters," which explores the dichotomy between one's relationship with American culture and retention of one's ethnic identity. While all ethnic groups studied embrace American culture similarly, they maintain their ethnicity in significantly different ways. The study identifies when ethnicity matters regarding lifestyles, media and consumer habits, and advertising receptivity, and those situations in which "people are just people" regardless of ethnic and cultural backgrounds. It investigates the roles of culture, values, and heritage; the impact of acculturation within and across ethnic segments; media usage and language preference for media consumption; attitudes and behaviors toward advertising; and buying habits and preferences across nine broad product and service categories. What is different about the OMD study is that, while similar studies have focused on marketing to a particular ethnic group, the OMD study focuses on and compares several segments to the general market. Based on the study's findings, there are significant opportunities for marketers to influence purchase behaviors by creating ads that consumers can identify with.
Speakers:
Mike Hess, Global Director of Communication Insights and Research, OMD
Pamela Marsh, Ph.D., Group Director, Primary Research and Insights, OMD
II. ROUNDTABLE DISCUSSION
ANA open discussions are great ways to share your experiences while learning from your peers from other companies. We'll discuss...
A) Are specific multicultural ethnic sub-segments morphing into one overriding multicultural market? Is this convergence happening in specific demographic groups (e.g. young adults) within the multicultural market? What is the consequence of this and how will communication strategies adapt in order to adjust to this trend?
B) Is the role of ethnic marketing evolving from dedicated funded programs and tactics for each segment, to one of dedicated programs plus extensions of general market efforts or, due to the economy, are these budgets being affected by the notion of cross-over impact?
Facilitator: Tony Suarez, Vice President, Multicultural Marketing - McDonald's
C) Online marketing program that drive specific multicultural ethnic sub-segments to the Web are just now starting to take off. What does success look like? What do we really want to accomplish?
Facilitator: Gilbert Dávila, V.P. Multicultural Marketing - The Walt Disney Company
III. Integration of Mobile marketing into creative and media strategies THAT DELIVERS better business results
With over 230 million cell phone subscribers in the US and multicultural consumers leading in all things mobile, now is the time for multicultural marketing executives to lead their organizations into the age of "Multicultural Mobile Marketing." Mobile marketing opens new creative ways to connect with the consumer as well as adds a level of accountability and measurement to your marketing initiatives like never before.
The learning objective is to educate participants on mobile marketing and how best to integrate mobile into the marketing mix. Information will be presented regarding the mobile ecosystem, building a mobile campaign and mobile marketing in action. The Mobile in Action portion of the discussion will be a combination of case studies and a joint presentation.
Speakers:
Shawn Marshall, VP of Multicultural Marketing - Vibes Media
Leo Arciniegas, Multicultural Marketing Manager - Verizon Wireless New York Region
IV. ROUNDTABLE DISCUSSION
ANA open discussions are great ways to share your experiences while learning from your peers from other companies. We'll discuss...
A) The ANA Multicultural Marketing Conference
This is the 10th Anniversary of this conference, which has become the industry's premier multicultural event. This year is going to be bigger than ever.
B) New Category for The ANA Multicultural Excellence Awards
The Multicultural Excellence Awards are growing. This year we will add a new award category "New Media." There will be one grand prize winner across all ethnic categories.