Multicultural Council

Featured Speaker:

• Marilyn Stevens – Partnership and Data Services Program Specialist, United States Census Bureau

And we welcome you to our networking wine & cheese party which begins as 4:30PM.

SEPTEMBER 28, 2010

In partnership with

Understanding and stimulating consumers’ emotions have consistently yielded more effective advertising and stronger brands. In the New Mainstream, marketers and advertisers can gain tremendous competitive advantage by promising and delivering on the emotional aspirations and expectations of individual cultural groups. By stimulating the most promising emotions in a way that best resonate with each cultural group, you can dramatically increase attention, persuasion, and brand choice. Our speakers will share advanced approaches and techniques to effectively use emotions in a multi-cultural environment.

PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF

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SPECIAL ADVERTISING WEEK SESSION

This session presented an expansive new direction for supporting and enhancing multicultural business growth. A three year ARF plan was unveiled to replenish, rejuvenate and reinvigorate multicultural marketing. Multicultural business success stories were framed by the presentation of a powerful new segmentation program developed by the US Census Bureau to market the 2010 Census.

Three Powerful Case Studies: Hispanic, African American and Asian American.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
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Download Presentation – The American Landscape: The Changing Mainstream
Dr. Robert Groves – Director of the U.S. Census Bureau
Guy Garcia – CEO, Mentametrix Inc., Author of The New Mainstream, Moderator.

The truth is that women are the most important consumers. Multicultural women are “the new mainstream”. African-American. Latina. Asian. What are their perceptions of the world around them and their role in it? Are brands making a deep and lasting connection with Multicultural Moms? What are the stereotypes about multicultural women that must be debunked? This vital and influential consumer segment represents a tantalizing opportunity for contemporary advertisers to target. Advertisers must increase their understanding of the increasing role of multicultural women in the purchase decision making process. More importantly, multicultural women are influencers and trendsetters in the new mainstream. Attend this meeting to learn about the role of multicultural women in the new mainstream and the impact of their buying power.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
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Multicultural Merchandising Opportunities Within CPG
Frank Piotrowski – SVP, Measurement Science, The Nielsen Company
Michelle Zweig – VP, Product Leadership, The Nielsen Company

Dimensions of the new normal: Leveraging multicultural opportunities
MODERATOR: Loida Rosario – Faculty/Co-founder Multicultural Marketing Program, DePaul University
Daniel J. Bloom – Senior Vice President, Consumer Research and Analysis, Bank of America
Rudy Rodriguez – Director, Multicultural Marketing, General Mills
Porfirio Rodriguez – Senior Marketing Manager, Hispanic Initiatives, Walmart

Healthcare is a challenging business today, one featuring an aging population, a shortage of doctors, and a new administration coming into the White House looking to make systemic change. But certain conditions – diabetes, high blood pressure, heart disease, stroke, obesity, asthma, HIV and AIDS – have higher incidence rates in ethnic communities than in the general population, representing profitable growth opportunities. Marketing healthcare to ethnic audiences brings with it distinct barriers and unique mindsets that call for savvy communication strategies.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Overcoming Linguistic, Multigenerational and Budgetary Challenges in Hispanic Market Research
Healthcare Communications: Effective Strategies for Reaching Asian Americans

You've heard it before: "Men are from Mars, Women are from Venus". But men also shop differently and, as Madison Avenue knows all too well, men are engaged by different advertising (and different programming) than women are. Multicultural men – especially those located in urban areas – are often cultural "weather vanes," pointing out which trends and new products will become "the next big thing." The council discussed how to hunt for these heat seekers by better understanding their nuances.

PRESENTATIONS

The Psyche of the African-American Male and Implications for Marketers (PDF, 759kb)

Black America Today: Marketing to Black and African-American Men (PDF, 3mb)

In Chicago

Would you market to Hispanics of Mexican origin the same way you would to those of Cuban descent?

Savvy marketers realize that multicultural marketing is no longer a game of "one size fits all": not only must you market differently to Asians than you would to Hispanics and African Americans, but there are also unique customer segments within the Asian market. And the same holds true for customers within the African American and Hispanic markets.

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PRESENTATIONS

Diversity Within the Asian American Market (PDF, 332kb )
Beyond Demographics (PDF, 2.5mb)
Latino Identity: The New Language of Hispanic Marketing (PDF, 2.7mb)

Download Meeting Notes (PDF, 34kb)

How is the growing multicultural consumer market influencing the U.S. mainstream? And as those multicultural consumers become more affluent and move into predominantly Caucasian suburbs, how is the "Mainstream" creating shifts in how those multicultural consumers look at the world around them? What segmentations and metrics are useful in understanding how America is changing?

PRESENTATIONS

Multicultural America: Redefining the “Mainstream” (PDF, 3.2mb)

Understanding the Urban Consumer (PDF, 1.9mb)

Multicultural Council chairs explain plans for the Multi-Cultural Marketing Segmentation Project and how to get involved. The project’s goal is to understand current multicultural segmentation strategies, develop conclusions on optimal segmentation strategies and identify further areas for improvements. Participating in the project will be an incredible opportunity to develop expertise in multicultural marketing by working with the leaders in the field.

Focus: MCM segmentation across African-American, Hispanic and Asian-American segments

Roles: One lead for each segment team. Ensure that each lead comes from organization that focuses on research within the segment.

Scope: Focus on defining a MCM segment approach using a current GM segmentation model as a starting point. We felt that adapting a successful segmentation approach would be the most time efficient. (Irma Gonzalez Clark, the co-chair of the council, graciously has allowed us to leverage a Millward Brown model as a more stable platform from which to develop three unique MCM segment approaches.)