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Marketing To The New Majority

This event is over.
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!

Instructor: Kathryn Martinez

Kathryn Martinez is president and CEO of Avalon, where she trains 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. Kathryn has 25 years of experience on both the client and agency sides of the business, including six years with Procter & Gamble in brand management and sales and nine years at The Coca-Cola Company. She was also chief strategy officer and vice president account services at two advertising agencies before starting her own marketing and business consultancy. 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 Procter & Gamble.

Kathryn is a member of the ANA Faculty and is an accomplished researcher and speaker. She 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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