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Marketing To The New Majority

Registration is closed for this event.

Navigating the Consumer Landscape to Optimize Your Marketing Efforts

Marketing to consumers in the U.S. has never been more challenging.  Marketing budgets are being reduced, new media channels are emerging daily and the consumer composition is evolving at a staggering rate.

From translation to transcreation to multicultural-first efforts, this workshop will show participants how to identify, formulate and implement effective strategies and integrated marketing campaigns to effectively connect with individuals of Hispanic, African-American and Asian descent.

How large is the multicultural (MC) population and where are important MC concentrations?  What is the buying power of the various MC groups, and is it important for my brand to reach these consumers? Do I need a separate marketing campaign for each major ethnic group or will my total market advertising and promotions work for all consumers? How do I budget for multicultural consumer activities? Do I direct my message to all multicultural consumers or just some of them and how do I decide?  If I do need separate advertising for MC audiences, how do I tailor my message? How should I align my marketing organization and agency resources to effectively incorporate multicultural capabilities?

This workshop addresses these and other important questions that will help you better navigate the ever-changing U.S. market and optimize your marketing efforts. 

Who Is This Workshop For?

This workshop is for brand managers, other marketers, public relations and promotions managers with responsibility for marketing in the U.S.  The content is appropriate for both total marketers and those with specific responsibility for multicultural groups. 

Workshop Benefits

Through a combination of lecture content, class discussions, case studies and practical application exercises, you will:

  • Acquire a clear picture of the U.S. consumer landscape, its multicultural concentrations and priority markets.
  • Get high-level profiles of Hispanic, African-American, and Asian consumer segments, including psychographic and cultural information that help explain how each segment evaluates brand messages and approaches the buying process.
  • Understand how to approach building a holistic brand budget.
  • Develop an understanding of how “above the line” tactics differ for multicultural groups.
  • Develop an understanding of how “below the line” tactics differ for multicultural groups.

Participants will leave the workshop with a toolkit of key concepts, process models, templates, checklists and resources to be able to implement what was covered.

Begins:Tuesday, September 23, 2014 at 8:30am
Ends:Tuesday, September 23, 2014 at 5:00pm

Dr Pepper Snapple Group
5301 Legacy Drive
Plano, TX 75024

*SOLD OUT* This workshop is currently at capacity. Due to the highly interactive nature of this workshop, seating is limited. Please contact Kristin Farrell at kfarrell@ana.net to be added to the wait list for this course or for more information on future workshops. Thank you!

Registration Pricing
    Member Rate Non-Member Rate
  Program Registration Fee $ 1,095 $ 1,195
Instructor: Kathryn Martinez

President and CEO of Avalon, Kathryn Martinez’s primary focus is training global marketing organizations on marketing strategy, brand management fundamentals, brand launches, brand positioning and advertising, business planning and execution, advertising fundamentals, marketing metrics and consumer behavior. She is a seasoned marketer/general manager with 25 years of experience on both the client and agency sides of the business, including 6 years with Procter & Gamble in brand management and sales and 9 years at Coca-Cola. Ms. Martinez was also chief strategy officer and vice president of account services at two advertising agencies before starting her own marketing and business consultancy in 2008.  Her current and past clients include: The Campbell Soup Company, The Coca-Cola Company, Fisher-Price, General Mills, The Greater Dallas Hispanic Chamber of Commerce, LG MobileComm, Logitech, Merck Pharmaceuticals, Miller Brewing Company and The Procter & Gamble Company. In addition to her marketing expertise, Ms. Martinez is an accomplished researcher and speaker and is considered a subject matter expert on multicultural consumer groups in the U.S.





Takeaway/Content Summary


The Changing Face of America


  • Demographic progression of ethnic groups, future projection, cities with minority majorities
  • MC buying power
  • Acculturation vs. Assimilation
  • Exercise: Prioritizing MC segments based on demographics and buying power


Cultural Snapshots


  • Demographic and psychographic profiles of Hispanics, African Americans, and Asians
  • Exercise: Case study-Beyond Language


The Multicultural Marketing Conundrum


  • Quiz: MC Trivia Myths and mistakes of multicultural marketing
  • MC Best Practices


Multicultural Needs Assessment


  • Sources of growth, competitive assessment, which consumers are important and why
  • Exercise: MC Roadmap/checklist


Developing the MC Strategy


  • Synthesizing MC intelligence to develop MC strategy for your overall plan
  • Exercise: MC Strategy Builder
  • Exercise: MC Budget Builder


Multicultural: Above the Line Overview (ATL)



  • ATL Considerations for MC Audiences
  • The role of celebrities in MC marketing
  • PR and Social media for MC Audiences
  • Case Study: Tailoring the message
  • Exercise: Translation vs. transcreation


ATL: Modifying Advertising for Multicultural Audiences


  • Creative considerations for broadcast and print advertising
  • Exercise: Will one campaign work for all consumer segments? Shot lists- differences in Total Market vs. ethnic photo shoots, casting discussions


Multicultural: Below the Line Activation (BTL)


  • Effective promotion tactics, in-store sampling, street teams, fairs & festivals, radio remotes, Influencers/word-of-mouth marketing
  • Faith-based marketing
  • Exercise: BTL Checklist for MC Audiences


Final Thoughts


  • Optimized marketing structure for multicultural success
  • In-house vs. outsourced MC resources
  • Multicultural agency support
  • Exercise: Assessing your MC Bench

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