Multicultural Marketing & Diversity @ Toyota

As the fastest growing demographic, Multicultural and Inclusive segments have been identified as key drivers of business growth. How are brands connect with this growing consumer segment? Traditionally segmented by race/ethnicity and language, which are still important, marketers are also evolving their approach as identifies are becoming more fluid and shift and change. Culture, which is inclusive of race, ethnicity, identity, language and lifestyle is equally critical to creating authentic and meaningful impact with consumers.

Join us for a fun and informative day, hosted by Toyota and hear from brands deploying successful multicultural, inclusive and culturally-relevant campaigns.

when

Start: Tuesday, March 31, 2020 at 8:00am

End: Tuesday, March 31, 2020 at 3:00pm

WHERE

Toyota Motor North America
6565 Headquarters Dr.
Conference Room: Sequoia
Plano, TX 75024

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $100 Gold Tier $200 Silver Tier $350 Individual N/A Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net


Agenda

 


TIME EVENT DETAILS LOCATION
Tuesday, March 31, 2020
8:30am
- 9:00am
Breakfast

9:00am
- 9:15am
Welcoming Remarks

9:15am
- 10:00am

HOW TOYOTA TARGETS MULTICULTURAL CONSUMERS

In this session, Toyota will share their overall multicultural strategy and highlight specific initiatives for African-American, Asian-American and Hispanic.

Siani Kiyonaga
Manager, Growth Audiences and Cross Vehicle Technology Marketing Toyota
Anthony Novak
Manager, Growth Audiences Marketing Toyota
10:00am
- 10:45am

MONDELĒZ: THE POWER OF CULTURE

To unlock the power of culture, Brands must embrace a deeper understanding of identity, nuances of acculturation, and reflect an omni-cultural society.

It’s not just about being inclusive, it must be authentic. Mondelēz deepened connections with Hispanic consumers by leaning into cultural insights and leveraging partnerships to build brand awareness, affinity and conversion.

Jennifer Mennes
Director, North America Media Mondelēz International
10:45am
- 11:00am
Networking Coffee Break

11:00am
- 11:45am

HOW MCDONALD’S TARGETS MULTICULTURAL CONSUMERS

In this session, McDonald’s will share how they are reaching multicultural consumers.

Ashley Anthony
Manager, Communications McDonald’s
11:45am
- 12:30pm
Luncheon

12:30pm
- 1:15pm

AVOCADOS FROM MEXICO: TAKING CARE OF HOME AND KEEPING LATINOS AS OUR MOST LOYAL CONSUMERS

There are estimates that suggest Latinos are responsible for up to 30-40% of the avocado consumption in The United States of America despite being an estimated 15-17% of the population.  But what Avocados From Mexico found is that it seems as Latinos move along the acculturation spectrum, avocado consumption decreases.  During this session, Kevin S Hamilton, Head of Brand Marketing, PR & Strategy for Avocados From Mexico, will discuss this strategic issue and share insights behind it as well as a look forward toward a new approach AFM is taking to address this market and market dynamics.

Kevin S Hamilton
Head, Brand Marketing, Public Relations and Strategy Avocados From Mexico
1:15pm
- 2:00pm

TD AMERITRADE’S LEAP INTO WECHAT: HELPING CHINESE-AMERICAN INVESTORS GET SMARTER

Already having an established presence in Singapore and Hong Kong, TD Ameritrade focused its sights on the domestic Chinese consumer. With a refreshed general market focus of empowered investors, the Chinese diaspora became a logical extension of the strategy. When TD Ameritrade launched their first multi-cultural campaign in the US it was important not to repurpose creative from Asia, but to create unique creative for the US Chinese Audience. AJ Mazza, Managing Director of Marketing Strategy and International Marketing will take you through the launch of TD Ameritrade’s campaign as the first US financial company with an official WeChat account and Moments ad. 

AJ Mazza
Managing Director, International Marketing TD Ameritrade
2:00pm
- 2:05pm
Closing Remarks

2:05pm
- 4:00pm

EXPLORE THE TOYOTA EXPERIENCE CENTER

Attendees will have the opportunity to explore the Toyota Experience Center (TEC) which employs leading edge technology to educate Toyota team members and their guests about Toyota's past, present and future as a mobility company in North America.


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.