Multicultural Edge (Full Day)

Leveraging Multicultural Innovation to Grow Your Brand
(Full Day Workshop)

The consumer population has forever changed the American landscape and for many brands, this is having a profound impact on how they go-to-market. Today there are nearly 115 million African American, Asian and Hispanic consumers in the U.S. representing more than a third of the population. By the year 2043, the U.S. Census Bureau projects that multicultural consumers will be the new majority, outnumbering non-Hispanic Whites. These demographics trends require that many brands develop new ways to plan and execute their campaigns.    

This workshop is designed to provide you with a multicultural planning framework (Multicultural Edge) that helps you to tackle many of the more complex multicultural topics. These topics include sub-segmentation of consumer groups including multicultural millennials, first and second generation multicultural Americans, Hispanics and Asians. The multicultural edge framework also helps you with strategic planning, resource allocation, brand positioning, performance tracking and staffing/agency options for optimizing multicultural efforts.  During the workshop, you will be using templates, checklists, and worksheets that together create not only a planning framework but also a turnkey toolkit.

This workshop addresses these and other important questions that will help you better navigate the continuously changing U.S. market and optimize your marketing efforts to profit from the demographic changes happening now.  

Who is this workshop for?

This workshop is for marketers and other business professionals who have already begun marketing to multicultural consumers. The content is appropriate for both general marketers and those with specific responsibility for multicultural groups. 

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • Learning about micro-targeting against important sub-segments within the Hispanic, African American, and Asian American segments to hone your program effectiveness
  • Learning how to optimize your advertising efforts by utilizing multicultural brand positioning tools
  • Learning about different multicultural planning approaches and how to get senior management to place appropriate emphasis on key consumer groups
  • Utilizing multicultural strategy and budget builders to allocate adequate funds to your efforts

This workshop helps attendees maximize marketing ROI by teaching them:

  • Understanding Multicultural Marketing Best Practices
  • Learning about different staffing options for Multicultural – what should be outsourced and what should be handled inside
  • Seeing what Total Marketing Approach really means and how you can leverage it

Download the full agenda here



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.