Multicultural & Niche Marketing
A panel of industry experts shared their insights on CNN's series focusing on race in America and discussed what lessons the series might hold for marketers.
Industry experts discussed a range of issues in multicultural marketing including internal marketing, organizational structures, advertising in Spanish, and Obama's impact on multicultural marketing.
This article presents watchouts and considerations for defining, building, and sustaining profitable multicultural programs: developing segment expertise, measuring success, and overcoming an urge toward the "Borg Syndrome"—that is, disregarding individual consumer groups and marketing only to the masses.
Bauer was sold by Nike and with that lost the marketing power of the swoosh. We leveraged the heritage and strength of the Bauer brand and connected directly to the people who brought them to the industry leading position — the players. The result — Bauer became stronger, more profitable and the most talked about brand in hockey.
Sears had experienced 10 years of downward momentum at back-to-school. To reverse that trend we embodied the Tween values of collaboration, participation and sharing. Within the first 2 months of the program, we reversed negative trends and got 1.6 million hits to the website.
After decades of being the category leader, Extra found itself in a losing battle with new, formidable competition. By establishing Extra as a weight management tool, we were able to freshen the brand by establishing new relevancy and connect with women in a meaningful way. As a result, Extra was able to grow sales and share for the first time in years.
To make the Ford Fiesta the best known B-car not yet for sale in America, Ford knew its target customers, Gen Y'ers, didn't want to hear from them, but they did like to hear from other people like themselves. Insert the Fiesta Movement. 100 socially vibrant 'agents' driving 100 pre-launch Fiestas and documenting their experiences via social networking sites.
Canned food has come to seem low-quality and highly-processed. To bring Campbell's Condensed soup from the dusty recesses of Baby Boomers' pantries, and onto their tables, we had to dispel many, many misperceptions. Significant changes in Boomer's perception of Campbell's Condensed lead to +.10 percent growth in share.
Marrying the consumer insight that relationships are critical to easing conflicts as well as social and media behavior, we developed a portfolio-level campaign to support Frito Lay's Baked! Smartfood, Flat Earth and 100 Calorie Pack brands.
Although Tampax was the category leader since its launch in 2007, it was leading a declining tampon category (3% decline per year). It was apparent that there was a need to regain our leadership and fight back by differentiating ourselves from the competition and set a new course for growth.
Capri Sun had lost its cool with kids 6-12 and faced a price increase, so Kraft tasked marketing communications with improving the perceived value of the brand. Rooted in kids' desire to be daring, 'Respect The Pouch' came to life in TV, gaming & print, making Capri Sun more famous to kids than Nike.
The U.S. Army needed an innovative way to communicate its values, resources and career opportunities to a new generation of Americans. The Army Experience Center (AEC) is a 14,500-square-foot technology and education center that immerses visitors in an experience that shatters outdated stereotypes and starts new career conversations.
By looking at the high school graduation problem through a new lens (the student's perspective), we were able to change the conversation surrounding the issue from one that prevented potential dropouts to one that promoted potential graduates.
Lee Jeans, a denim brand with a dusty image and declining awareness and that's been de-positioned for decades by countless other, far more hip, up-and-coming labels. And it's dependent on a retail channel that's folding like a pair of cheap slacks. So Lee Jeans turned to the channel it could control — its own website.