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Marketing To The New Majority

This event is over.
When
Begins:Tuesday, September 23, 2014 at 8:30am
Ends:Tuesday, September 23, 2014 at 5:00pm
Where

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

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.

 
Agenda

#

Module

Length

Takeaway/Content Summary

1

The Changing Face of America

1H:00M

  • 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

2

Cultural Snapshots

1H:00M

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

3

The Multicultural Marketing Conundrum

0H:30M

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

4

Multicultural Needs Assessment

0H:30M

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

5

Developing the MC Strategy

1H:00M

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

6

Multicultural: Above the Line Overview (ATL)

1H:00M

 

  • 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

7

ATL: Modifying Advertising for Multicultural Audiences

1H:00M

  • 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

8

Multicultural: Below the Line Activation (BTL)

1H:00M

  • 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

9

Final Thoughts

0H:30M

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

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