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Members: Miss a meeting?
Click here to download past presentations via your My ARF account!
And we welcome you to our networking wine & cheese party which begins as 4:30PM.
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.
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.
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.
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.
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.
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.
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?
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.)
"The ARF has become invaluable in social media research, and this knowledge helps guide better media and marketing decisions."
Frank Cotignola – Consumer Insights Manager, CIS Center of Excellence, Knowledge Management, Kraft Foods
"At the ARF, you can find the most advanced thinking in the power of social media, and I encourage anyone to join this group to grasp their in their relentless quest for truth."
Marc Gobé – Creator & Co-Founder, Emotional Branding Alliance