Multicultural Marketing News

Multicultural Marketing News (MMN) is an emailed newsletter, and archived here, with news briefs and mini essays. It also serves to introduce marketing executives to multicultural experts for potential business alliances and journalists with diverse sources. Submit Your News.     Subscribe | Learn More

Multicultural Marketing News - August 2015

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Multicultural Marketing News - July 2015 With Save the Dates for Key Fall Multicultural & Diversity Conferences + Events

  Read more >>

 Multicultural Marketing News

July 2015 

With Save the Dates for Key Fall Multicultural & Diversity Conferences + Events

 

Here is your latest edition of Multicultural Marketing News, the newsletter published by Multicultural Marketing Resources Inc., www.multicultural.com.

 

What's Inside: Featured News Stories...Company Profiles...Expert Resources For Marketing Executives...Diverse Sources and Story Ideas For Journalists

 

In this issue:

  • Latino Consumer Empathy: The Cultural Immersion Way
  • Working Mother Multicultural Women's National Conference July 16-17, 2015 Marriott Marquis in New York City
  • Mayor of Miami Honors Hispanic Advertising and Daisy Expósito-Ulla
  • The Multicultural Retail 360 Summit is the Premier Multicultural Retailing Event
  • Largest India Day Parade of USA in Manhattan, Aug.16th 2015, Madison Ave, New York City
  • ADCOLOR Industry Conference and Awards, September 16-19, 2015 New York City
  • 29th Annual NAMIC Conference, September 29-30, 2015 at the New York Marriott Marquis
  • 4th annual Multicultural Health Marketing Conference, October 12-13, 2015, Fort Lauderdale
  • ANA Captures The Essence of Multicultural Marketing and Diversity With Awards and Conference
  • U.S. Multicultural Marketers Needed for Academic Study
  • Low Cost Airline Volaris Inaugurates Service from JFK - Continues Focus on the Hispanic Market

Latino Consumer Empathy: The Cultural Immersion Way

Consumer Empathy is not new, but is certainly a hot topic in the marketing and insights community. Understanding your consumers' attitudes and needs, desires, fears and limitations, and how they view and feel about your brand is the essential first step towards creating a powerful brand-product-consumer connection. But to make that connection a meaningful and lasting one, "understanding" alone is insufficient: marketers have to walk a mile in the consumers' shoes! For over 20 years, LatinoEyes® has been helping companies connect with Hispanic and Multicultural consumers to build empathy between them and their brands; in fact, just about every research project we work on revolves around consumer empathy. Through our Cultural Immersion programs, we combine well-established traditional and non-traditional research approaches with in-the-trenches activities and cultural education workshops to give marketers real world experiences. Ethnographies, Arts & Culture Tours, Neighborhood Walk-and-Talks, Marketplace Visits, Consumer Roundtables and In-depth interviews with Community Leaders are some of the ingredients that LatinoEyes® leverages to create a customized Cultural Immersion for our clients. Whether you have years of experience or are just getting started on your journey towards developing empathy for the Hispanic consumer segment, we invite you to read through our "Latinos At A Glance" booklet to strengthen your knowledge and intuitive connection with the Latino consumer.  And, to learn more about our Cultural Immersion programs or our multicultural research, contact Jorge Martinez, Research Director at jorgem@crresearch.com or 312-828-9200. 

Working Mother Multicultural Women's National Conference July 16-17, 2015 Marriott Marquis in New York City

The 2015 Working Mother Multicultural Women's National Conference is all about mindset - because Mindset Matters...on an individual, collective and cultural level. A powerful mindset remains unshakable in the face of challenge and struggle. Obstacles and bumps along the road are reframed as learning and growth opportunities, instead of setbacks.  At this year's conference, we will expand strength and wisdom during Same Race and Cross Race Conversations, challenge our thinking with engaging keynotes and panel discussions, draw inspiration from leadership journeys shared in StoryTalk sessions and commit to action during powerful skill-building workshops. When we channel the unique perspectives, shared experiences, and the collective power of energized, committed, passionate people - we are bound to uncover the excellence among us. For more information and to register visit http://bit.ly/1G1SueU 

Mayor of Miami Honors Hispanic Advertising and Daisy Expósito-Ulla

On July 9, 2015 The Mayor of the City of Miami, Tomás Regalado, honored Daisy Expósito-Ulla, Chairman/CEO of d expósito & Partners with a "City Diploma" during a presentation at City Hall, in recognition of her accomplishments and, at the same time, celebrating the presence and growth of Hispanic advertising in the United States.The recognition, read by Mayor Regalado, emphasizes that the recipient is "an American born in Cuba, amply respected as a professional communicator." It also recognizes "her contributions to American advertising." The City of Miami diploma salutes Expósito-Ulla "for her contributions to some of America's greatest brands." This special honor, closely follows another recent distinction, the AEF Agency of the Year award, which was given to d expósito & Partners by the Advertising Educational Foundation. "Miami is my second home," said Expósito-Ulla "and a place where many Hispanic agencies, dear colleagues and industry flagship companies are headquartered, which makes this moment very rewarding."

Attend the Retail Industry's Premier Multicultural Marketing Event

The Hispanic Retail 360 Summit is now the Multicultural Retail 360 Summit! The premier multicultural marketing event for the retail industry takes place August 12-14 in Anaheim. Our agenda is packed with cutting-edge sessions from companies like the NFL, Walgreens, Walmart and many more that will provide insights and examples of best practices for merchandising and marketing for Hispanic retailing and growing multicultural consumer segments. Focused sessions on Hispanic, African-American and Asian-American consumer segments will help you build your strategy and increase sales in 2016. The summit is fast approaching - register today at http://www.multiculturalretail360.com/summit/register/Contact info: Michael Hatherill, Group Brand Director, Multicultural Retail 360, mhatherill@stagnitomail.com, 201-855-7610. 

Largest India Day Parade of USA in Manhattan, Aug.16th 2015, Madison Ave, New York City

The Federation of Indian Associations of the tri-state of NY, NJ & CT, a 45 year old organization has been organizing the India day parade on Madison Ave between 40th st and 28th and the funfair following the parade that has food and merchandize and corporate booths with a stage that holds cultural performances for the past 34 years. The parade that started with less than 500 spectators and 2 floats has turned into an iconic event of over a 150,000 spectators with over 40 floats and 40 booths/kiosks.  The event has been televised LIVE by multiple South Asian (Indian) Televisions with a viewership worldwide of approx. 2.3 million viewers. The parade has been attended by the Mayor of NYC as well as the Governor in the past and organizers bring in celebrities and dignitaries from India to entertain the crowds. Contact info: Ankur Vaidya, Cell: (848)-248-0707  ankurvaidya@fianynjct.org www.fianynjct.org  

ADCOLOR Industry Conference and Awards, September 16-19, 2015 New York City 

For the first time in its history, the 9thAnnual ADCOLOR Industry Conference and Awards will take place in New York City at Pier Sixty (61 Chelsea Piers) from September 16-19, 2015. The ADCOLOR Industry Conference is the premier diversity gathering for professionals at all levels. The ADCOLOR Awards highlight and honor the achievements of African-American, American Indian/Native American, Asian Pacific-American, Hispanic/Latino, LGBT professionals and diversity and inclusion champions in creative industries. New York Times best-selling author Janet Mock will host the Awards. For more information and a full list of honorees, nominees and futures visit www.adcolor.org 

29th Annual NAMIC Conference, September 29-30, 2015 at the New York Marriott Marquis 

Join us for this day and a half symposium, a cornerstone of Diversity Week in the fall that has evolved into the industry's premier conference focusing on diversity and inclusion as a pillar of good business. The Annual NAMIC Conference features an agenda that explores programming, marketing, operations, technology, leadership development, and creating sustainable diversity change strategies. For more info about registration and sponsorship opportunities, contact Sandra Girado, Senior Director of Meetings and Events, at sandra.girado@namic.com or 212-594-5985.

4th annual Multicultural Health Marketing Conference, October 12-13, 2015, Fort Lauderdale

The 4th annual edition of The Multicultural Health National: Marketing to a Diverse America (MCHNational) will be held in Florida at The Westin Fort Lauderdale Beach, October 12-13, 2015. This unique event is the premier and only multicultural conference for professionals focusing on the healthcare industry and a must attend event for pharma executives, ad agencies, insurers, hospitals and media companies. The format includes both case studies of successful examples of healthcare marketing and separate modules for each key multicultural population segment in America including African Americans, Hispanics, Asian Americans and LGBT consumers. New this year: the Native American community will be included as a segment. Great networking opportunities are always a highlight including two evenings of awards receptions celebrating recipients of the Best in Multicultural Health Marketing Awards and the client-side executives selected for the Outstanding Multicultural Marketers Awards. The Multicultural Health Marketing Awards recognize the best creative advertising of a health product or service marketing health information to a multicultural market segment. The Outstanding Multicultural Marketers Awards are to extraordinary health marketers who drive innovation and work towards better patient health outcomes among the key multicultural populations in America. Register early to save $200 off the regular registration price. For more information contact Scott Ehrlich, VP, DTC Perspectives at scott@dtcperspectives.com or 770-559-0702 or visit www.mchnational.com.

ANA Captures The Essence of Multicultural Marketing and Diversity With Awards and Conference

The Association of National Advertisers  provides the ultimate channels for showcasing outstanding Multicultural Marketing and Diversity content, through the ANA Multicultural Excellence Awards program and conference.  To learn more or submit an entry to the awards program, please visit our awards website. The 17th Annual Multicultural Marketing and Diversity Conference will feature a phenomenal lineup of speakers including Allstate, Denny's, Kaiser Permanente, Moet Hennessy USA, Marriott International and Western Union. Register now and join us in Miami Beach on November 8 - 10, to discuss a strong mix of topics with other client side marketers. Explore issues in multicultural marketing, learn practical ideas to improve marketing campaigns and spend quality time networking with your peers, all under one roof. For more information, please contact Mala White, Senior Manager, Committees and Conferences, 212-455-8084. 

U.S. Multicultural Marketers Needed for Academic Study

Researchers at Rutgers Business School, Newark and New Brunswick, New Jersey are in search of U.S.-based, Client-Side Multicultural Marketers to participate in an academic online survey about ethnic and diverse marketing.

You are eligible to participate if you are presently employed full-time as a corporate or nonprofit marketer with direct, day-to-day responsibility marketing to any one or combination of the following diverse segments; African-Americans, Asian Americans, Hispanics, LGBTQ, Native Americans and other racial, ethnic and diverse groups in the United States. TO PARTICIPATE: If you wish to participate or desire further information, please contact, Jean-Paul James (email: j.p.james@rutgers.edu or cell: 201-683-1472). When contacting Jean-Paul, please provide him with a preferred email address where to send the survey link to participate. Participants completing the survey before 11:59PM, Friday, August 21, 2015 will be entered to win a $300 e-card redeemable at the Apple Store.

Low Cost Airline Volaris Inaugurates Service from JFK - Continues Focus on the Hispanic Market

Low cost carrier Volaris, serving more destinations in Mexico than any other airline, inaugurates service from JFK on July 15th  as it continues to serve its core audience, the Hispanic Market. Miguel Aguiñiga Rodríguez, Senior Manager Mex-US/Sales & Marketing for Volaris,  in an interview with Multicultural Travel News, said that the "visiting family and relatives" market (VFR) is their key market. For that reason, since the airline was launched 9 years ago, he noted, they have been doing research to identify the largest Mexican-American population areas to establish routes to serve the VFR market.  Guadalajara is a principal destination because of the opportunity it presents to this  market as drive time from Guadalajara is only 2 to 6 hours to most key cities such as Zacatecas, Aguascalientes and Morelia, among others, destinations that are key for the Mexican ex-patriots living in the US. The airline also targets second and third generation Mexican-Americans to encourage them to visit and learn about their culture and food.The Volaris outreach to the Hispanic population is aligned with the Mexican Tourism board's campaign with the theme "Mis Raices" targeting the Hispanic Market which will launch this August. The current "Live it to Believe it" campaign highlights the culture and food of Mexico and promotes a "Wine & Tequila Route" and "Mole Route." The "Thousand Flavors of Mole" route encourages travelers to visit the regions of Mexico City, Tlaxcala, Oaxaca and Puebla where the famous "mole poblano" originates. The tequila route includes the city of Guadalajara, the capital of Mariachi music, itself declared as UNESCO Intangible Cultural Heritage of Humanity. Volaris marketing outreach includes alliances  with the various regional  Mexican Federations around the US, as a  key way to reach their main target --  Mexicans in the US with ties to family in Mexico. Knowing that Hispanics overindex in social media usage, Volaris is also focused on utilizing Facebook where they currently have over 1,300,00 likes and Twitter with over a million followers.  And in other milestone news, earlier this month Volaris announced it transported its 50 Millionth customer.

By Lisa Skriloff, Editor, Multicultural Travel News

 

If you are interested in including your company profile/news in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: http://multicultural.com/services/mmr_news or contact Lisa Skriloff at 212-242-3351 or Lisa@multicultural.com.     

 

Next Issue: August 2015

Deadline: August 3rd, 2015

Theme: Advance of Hispanic Heritage Month

 

To see upcoming newsletters view our 2015 Editorial Calendar

 

Questions? Call 212-242-3351 or email Lisa@multicultural.com.  

 

Multicultural Marketing News - June 2015

  Read more >>

 Multicultural Marketing News

June 2015 

 

Here is your latest edition of Multicultural Marketing News, the newsletter published by Multicultural Marketing Resources Inc., www.multicultural.com.

 

What's Inside: Featured News Stories...Company Profiles...Expert Resources For Marketing Executives...Diverse Sources and Story Ideas For Journalists

 

In this issue:

  • Ethnic Technologies: Celebrating LGBT Pride Month
  • Working Mother Multicultural Women's National Conference July 16-17, 2015 Marriott Marquis in New York City
  • Recognize Cultural Differences So You Can Speak Their Language
  • Attend the Retail Industry's Premier Multicultural Marketing Event
  • Connecting With America's Most Affluent Group
  • 4th annual Multicultural Health Marketing Conference, October 12-14, 2015, Fort Lauderdale
  • 29th Annual NAMIC Conference, September 29-30, 2015 at the New York Marriott Marquis
  • Award Winning Experiential Marketing Agency With Expertise in the Multicultural Market
  • Walton Isaacson Wins with The Water Project

Ethnic Technologies: Celebrating LGBT Pride Month

The month of June is dedicated to acknowledging and celebrating the contributions of the LGBT community. With an overall buying power of $830 billion, marketers are eager to take advantage of the various opportunities to connect. However, some marketers have failed to realize that just like with all multicultural communities, one size does not fit all. The LGBT community is just as diverse and those who belong to various ethnic communities, seniors and baby boomers, as well as LGBTs with disabilities, want to be represented in advertising. Countless studies have confirmed that the LGBT community is very brand loyal and look favorably upon companies who have strong inclusion and pro-LGBT policies and practices. These values are also in line with ethnic communities who are also brand loyal and will happily spend money with companies who they think 'get them'. Therefore, brands must move beyond the cookie cutter approach and acknowledge all who represent diversity. E-Tech predicts ethnicity, religion, language preference, and gender based on extensive name and geographic research. Contact Ethnic Technologies to better know your customers and better provide for their needs. For more information, contact Yartish Bullock, Sr. Account Executive, Ethnic Technologies, 866-333-8324 ext. 116 or Ybullock@ethnictechnologies.com. Visit www.ethnictechnologies.com

Working Mother Multicultural Women's National Conference July 16-17, 2015 Marriott Marquis in New York City

The 2015 Working Mother Multicultural Women's National Conference is all about mindset - because Mindset Matters...on an individual, collective and cultural level. A powerful mindset remains unshakable in the face of challenge and struggle. Obstacles and bumps along the road are reframed as learning and growth opportunities, instead of setbacks.  At this year's conference, we will expand strength and wisdom during Same Race and Cross Race Conversations, challenge our thinking with engaging keynotes and panel discussions, draw inspiration from leadership journeys shared in StoryTalk sessions and commit to action during powerful skill-building workshops. When we channel the unique perspectives, shared experiences, and the collective power of energized, committed, passionate people - we are bound to uncover the excellence among us. For more information and to register visit http://bit.ly/1G1SueU

Recognize Cultural Differences So You Can Speak Their Language 

LatinoEyes® is the research consultancy division of C+R Research that specializes in the U.S. Hispanic, Latin American markets and multicultural consumers. The LatinoEyes® team is made up of experienced researchers who have a deep understanding of both U.S. and Latino cultures and advanced quantitative and qualitative skills. They offer cutting-edge technologies, as well as the best methods for researching and gaining insights into the U.S. Hispanic market and multicultural groups. This intellectual expertise, coupled with C+R's logistical capabilities, has made LatinoEyes® a leader in Hispanic marketing and research. C+R is an established, innovative marketing insights firm that leverages the best of emerging and traditional quantitative and qualitative research methods to provide custom solutions tailored to the unique business needs of our clients. We invite you to read through our "Latinos At A Glance" booklet to strengthen your knowledge and intuitive connection with the Latino consumer.  And, to learn more about our multicultural research, contact Jorge Martinez, Research Director at jorgem@crresearch.com or 312.828.9200.

Attend the Retail Industry's Premier Multicultural Marketing Event

The Hispanic Retail 360 Summit is now the Multicultural Retail 360 Summit! The premier multicultural marketing event for the retail industry takes place August 12-14 in Anaheim. Our agenda is packed with cutting-edge sessions from companies like the NFL, Walgreens, Walmart and many more that will provide insights and examples of best practices for merchandising and marketing for Hispanic retailing and growing multicultural consumer segments. Focused sessions on Hispanic, African-American and Asian-American consumer segments will help you build your strategy and increase sales in 2016. Join us for a free webinar leading up to the event on June 23, 2015 for more information on America's Multicultural Explosion. To sign-up for this webcast, click here. The summit is fast approaching - register today at http://www.multiculturalretail360.com/summit/register/. Save up to $600 when you register by July 3. Contact info: Michael Hatherill, Group Brand Director, Multicultural Retail 360, mhatherill@stagnitomail.com, 201-855-7610. 

Connecting With America's Most Affluent Group

According to the latest U.S. Census data, Asian Indians are the first ethnic group in America to cross the $100,000 threshold for National Median Household Income.

This figure is nearly DOUBLE the National average and more than two and half times higher than Hispanic Household Income. Combined with their explosive population growth, Asian Indians are a phenomenal consumer segment that can no longer be denied. And there is no better vehicle for reaching these elite consumers than on NDTV, India's most trusted News brand. NDTV 24x7, the flagship network and top rated English News Channel from India; is currently available on Time Warner Cable, DISH Network as well as Sling, their new OTT platform. NDTV also offers NDTV Good Times, India's first travel and lifestyle channel available on DISH Network. Contact: Rohit Jaiswal, Associate Vice President - Distribution Sales, Distribution, NDTV, 

Rohitj@ndtv.com, +91-999-903-6145 Or Tom Marsillo, - Advertising Sales 

tom@emergingnets.com, (732) 492-8559

4th annual Multicultural Health Marketing Conference, October 12-14, 2015, Fort Lauderdale

The 4th annual edition of The Multicultural Health National: Marketing to a Diverse America (MCHNational) will be held in Florida at The Westin Fort Lauderdale Beach next October 12-14, 2015. This unique event is the premier and only multicultural conference for professionals focusing on the healthcare industry and a must attend event for pharma executives, ad agencies, insurers, hospitals and media companies. The format includes both case studies of successful examples of healthcare marketing and separate modules for each key multicultural population segment in America including African Americans, Hispanics, Asian Americans and LGBT consumers. New this year: the Native American community will be included as a segment. Great networking opportunities are always a highlight including two evenings of awards receptions celebrating recipients of the Best in Multicultural Health Marketing Awards and the client-side executives selected for the Outstanding Multicultural Marketers Awards. The Multicultural Health Marketing Awards recognize the best creative advertising of a health product or service marketing health information to a multicultural market segment. The Outstanding Multicultural Marketers Awards are to extraordinary health marketers who drive innovation and work towards better patient health outcomes among the key multicultural populations in America For more information contact Scott Ehrlich, VP, DTC Perspectives at scott@dtcperspectives.com or 770-559-0702 or visit www.mchnational.com.

29th Annual NAMIC Conference, September 29-30, 2015 at the New York Marriott Marquis 

Join us for this day and a half symposium, a cornerstone of Diversity Week in the fall that has evolved into the industry's premier conference focusing on diversity and inclusion as a pillar of good business. The Annual NAMIC Conference features an agenda that explores programming, marketing, operations, technology, leadership development, and creating sustainable diversity change strategies. For more info about registration and sponsorship opportunities, contact Sandra Girado, Senior Director of Meetings and Events, at sandra.girado@namic.com or 212-594-5985.

Award Winning Experiential Marketing Agency With Expertise in the Multicultural Market

Headquartered in Chicago, Illinois, Cárdenas Marketing Network, Inc. (CMN) is one of the leading Multicultural experiential marketing agencies and the largest producer of Latin music shows in the U.S. With over 2,800 activations each year since 2002, CMN has been connecting brands with consumers through shared passion points of music, sports, and cultural pride, offering full integration with digital marketing and advertising for all projects and activations. CMN works with a variety of industries, global organizations and emerging businesses, helping them grow and guiding them to become culturally relevant with the Hispanic consumer. In 2015, CMN was named one of Advertising Age's, "Largest U.S. Hispanic Agencies," Crain's "Chicago's Largest Minority - Owned Firms," and has been awarded "Best Event/Consumer Engagement Campaign of the year" by Billboard Latin Music Marketing Awards. CMN is real ROI. We pride ourselves on our expert knowledge of the multicultural markets, because we are part of them too. Contact Elena Sotomayor, Elena@cmnevents.com

Walton Isaacson Wins with The Water Project 

Always on the look out for innovative ideas that make a difference, Walton Isaacson is proud of our award-winning work for The Water Project Foundation. This engaging interactive experience has been recognized at several international Award Festivals, including the New York Festival, El Sol in Spain, Wave in Brazil and others. Here is the link to the video that has over one million views and counting. 

https://www.youtube.com/watch?v=Nv4FniVqrBI Please watch as movie-goers are treated to free bottles of water. When they  realize the bottles won't open, frustrations rise and awareness is raised. If a little effort is annoying, imagine what it's like for those whose access to clean water is so limited that only a Herculean effort will do. Contact: Juan Bonilla, SVP, Business Development, Walton Isaacson, 646-213-2146, WaltonIsaacson.com

 

If you are interested in including your company profile/news in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: http://multicultural.com/services/mmr_news or contact Lisa Skriloff at 212-242-3351 or Lisa@multicultural.com.     

 

Next Issue: July 2015

Deadline: July 3rd, 2015

Theme: Save the Dates for Key Fall Multicultural & Diversity Conferences + events

 

To see upcoming newsletters view our 2015 Editorial Calendar

 

Questions? Call 212-242-3351 or email Lisa@multicultural.com.  

 

Multicultural Marketing News - May is Asian Pacific American Heritage Month


 Multicultural Marketing News

May 2015

Asian Pacific American Heritage Month 

 

Here is your latest edition of Multicultural Marketing News, the newsletter published by Multicultural Marketing Resources Inc., www.multicultural.com.

 

What's Inside: Featured News Stories...Company Profiles...Expert Resources For Marketing Executives...Diverse Sources and Story Ideas For Journalists

 

In this issue:

  • Meet the Social Influencers for Newly Arrived Asians in American 
  • Rx Promotion within the Asian American Market
  • SinoVision Honors Asian Pacific Heritage Month
  • The Face of America is Changing .. Are You Ready?
  • TDW+Co: Multicultural Agency Celebrates APAHM
  • Names Take Center Stage
  • Morris Museum to Host Smithsonian Traveling Exhibition Exploring the History of Indian Americans on View through July 12, 2015
  • Working Mother Multicultural Women's National Conference July 16-17, 2015
  • Ailey Opens Two-Week Lincoln Center Season With One-Night-Only Ailey Spirit Gala On June 10th

Meet the Social Influencers for Newly Arrived Asians in American 

For most young people in America, there is no challenge finding media personalities to follow. For fashion, travel, food, tech, gaming and anything else that we now file under Lifestyle, there is a myriad of choices. For young immigrants, most particularly young Chinese immigrants, it's not so easy to dive in - culturally speaking. So many newly immigrated young Chinese immigrants are finding those reference points online, most particularly on popular Chinese social media platforms Weibo and WeChat. From television to music to restaurants, and so on, there are now a number of lifestyle specialists who guide uninitiated Chinese American immigrants through the rapidly changing world of American cool. There is Houson, with 2.3 million followers, commenting on all things popular (music, movies, celebrity gossip, etc). DealMoon has 1.9 million followers, promoting various products and shopping offers - fashion, travel and food primarily - with specific channels for NYC, LA, San Francisco and other major metropolitan areas. For more general information about fitting in in America, there is This is the America with some 5+ million followers. It doesn't stop there. There are influencers for career advice, legal issues, even brunch specialists. Immigrant influencers are very real, and many products, services and local businesses have seen strong growth because of them. WeChat and Weibo both claim over 600 million users worldwide and approximately 30% of their total users living abroad. They should be on every marketers radar. For more information about how to tap into the growing Asian social media space and how it can help your business contact our digital specialists at MediaMorphosis Contact information: Daniel Ocner, MediaMorphosis, 

daniel@mediamorphosisinc.com, 718 472 3700

Rx Promotion within the Asian American Market - Best ROI Ever!

When exploring investments within the multicultural marketplace, the US Hispanic market may take over the conversation, primarily driven by growth and scale.  However, the Asian market drives the highest ROIs.   From past campaigns in the pharmaceutical industry, Asian market ROI has been at least double of Hispanic and African American investments.  Having the right methodology on how to materialize this great opportunity in the Rx industry is critical.  From a cultural insight perspective, the Asian sub-cultures are drastically different in their healthcare behaviors and decision-making compared to other US ethnic groups.  From a business impact perspective in the pharmaceutical space the drivers of Rx activation in the Asian marketplace is a whole different ball game.  For most brands in the pharma industry, the financial upside can be around $7-$15 million annually with at least double the ROI compared to most tactics in the current pharma marketing mix.  Emcay is proud to honor Asian American Heritage month. For more information please contact: Jeffrey Baynes, VP Business Development jeffrey.baynes@emcay.net or visit www.emcay.net

SinoVision Honors Asian Pacific Heritage Month 

Founded in 1990, SinoVision is the most influential Chinese television network based in the metropolitan New York area. The network features two Chinese channels and one English channel with approximately 1 million viewers and unique online visitors per day. Content is shared across all major social media platforms, and simulcasted on SinoVision.net as well as SinoVision mobile apps. SinoVision proudly offers 12 segments of news programs every day, high-profile features, entertainment variety shows, and North American dramas. The company's headquarter is located in Midtown Manhattan with branches spread across the rest of New York, Washington D.C., Chicago, Boston, Los Angeles, San Francisco, and Houston. In an effort to promote the exposure and understanding of Chinese arts and culture across the United States, SinoVision English Channel was launched in July 2012. Together with SinoVisionNet, the United States' leading Chinese news portal, average monthly unique site visits total well over 1.5 million visitors with over 12 million impressions. In addition, SinoVision's mobile apps have accounted for over 250,000 downloads since their launch in 2013. For more information about SinoVision, please contact Janis Lam at janis.lam@sinovision.net or via phone at (212) 213-6688 ext. 33. 

The Face of America is Changing .. Are You Ready?

The fastest growing segment of the US population, Asian Americans are sophisticated super consumers, educated, tech savvy, with high levels of disposable income.  This highly coveted consumer group is also fragmented and complicated.  Within each of the Asian communities, there are transitionals, traditionals, transnationals, and trendsetters.  Vision Strategy and Insights has extensive experience and expertise in helping clients tackle this profitable yet complicated segment.  VSI is a full-service research and strategy firm with 20+ years of experience in the development and implementation of actionable research studies among Asian, Hispanic, African American and general market consumers.  The diverse background of our management team allows us to help clients interpret research results through a multicultural lens, crafting effective strategies to provide solutions that meet the challenges of an increasingly multicultural business environment. Contact: Vision Strategy and Insights, Iris Yim: 919.636.7571, Brenda Lee: 215.808.5415, Michele Cordoba: 818.261.8340, iris@visionstrategyandinsights.com , www.visionstrategyandinsights.com

TDW+Co: Multicultural Agency Celebrates APAHM 

Founded in 2004 as T.D. Wang Advertising Group, TDW+Co's full-service offerings include brand strategy, creative, digital and interactive, social and experiential, and market research services, focused on the cross-cultural and millennial consumer. We produce outstanding work for our diverse group of clients, from start-up businesses to Fortune 100 companies, of varying industries, sizes and cultures. We play an integral role in our clients' overall marketing objectives while supporting the multicultural advertising industry as a whole. Our campaigns have been featured in Advertising Age, American Design Academy and Multicultural Marketing News. TDW+Co is headquartered in Seattle, with offices in Los Angeles and New York. Contact info: Victoria Wong, victoria.wong@tdwandco.com 206.623.6888 

Names Take Center Stage

We eagerly awaited the announcement of Her Royal Highness Princess Charlotte Elizabeth Diana of Cambridge. We placed bets and voted in polls. As a society, we find meaning in names. While not every parent undergoes the global scrutiny that befell the Duke and Duchess of Cambridge, every parent consciously chooses a name. Some prefer a name from a long-standing family tradition; others prefer the name of a favorite singer. Effective marketers know their customers, and one window in, is through our names.

Take advantage of all the name intelligence available to you about each of your customers: E-Tech predicts ethnicity, religion, language preference, and gender based on extensive name and geographic research. Contact Ethnic Technologies to better know your customers and better provide for their needs. Contact Karen Sinisi, Director of Sales and Marketing,

karens@ethnictechnologies.com, 866-333-8324 ext. 117, www.ethnictechnologies.com.

Morris Museum to Host Smithsonian Traveling Exhibition Exploring the History of Indian Americans on View through July 12, 2015

From the builders of some of America's earliest railroads and farms to Civil Rights pioneers and digital technology entrepreneurs, Indian Americans have long been an inextricable part of American life. The Smithsonian traveling exhibition "Beyond Bollywood: Indian Americans Shape the Nation" details the history of Indian Americans and their contributions to the United States from the 1700s to the present. The first-of-its-kind exhibition from the Smithsonian is now on view at the Morris Museum through July 12, 2015. The Morristown presentation of "Beyond Bollywood" will be complimented by an installation featuring twentieth century paintings by Indian American artists, a display showcasing Indian textiles and costumes, and a variety of programs and events. In conjunction with "Beyond Bollywood," the Morris Museum programs include: Beyond Bollywood Family FestivalIndian Magic Art Show and Mandala Making, May 14, 2:00-3:30pm. Creating mandalas, a meditative process that has been practiced by Buddhist monks for centuries using colored glass sand, has become a mainstay in the Western world thanks to psychiatrist/ psychologist Carl J. Jung. The mandala can be used today as a method of reducing stress, decreasing anxiety, and an opportunity for self-reflection, as the inner circle represents each individual's personal universe. For more information, call (973) 971-3700, or visit www.morrismuseum.org.

Working Mother Multicultural Women's National Conference July 16-17, 2015 Marriott Marquis in New York City

The 2015 Working Mother Multicultural Women's National Conference is all about mindset - because Mindset Matters...on an individual, collective and cultural level. A powerful mindset remains unshakable in the face of challenge and struggle. Obstacles and bumps along the road are reframed as learning and growth opportunities, instead of setbacks.  At this year's conference, we will expand strength and wisdom during Same Race and Cross Race Conversations, challenge our thinking with engaging keynotes and panel discussions, draw inspiration from leadership journeys shared in StoryTalk sessions and commit to action during powerful skill-building workshops. When we channel the unique perspectives, shared experiences, and the collective power of energized, committed, passionate people - we are bound to uncover the excellence among us. For more information and to register visit http://bit.ly/1G1SueU

Ailey Opens Two-Week Lincoln Center Season With One-Night-Only Ailey Spirit Gala On June 10th; Benefit Proceeds Support Scholarships And Arts In Education Programs For Area Students

On June 10th,  The Ailey Spirit Gala honoring the Ford Foundation, and sponsored by FedEx, launches Alvin Ailey American Dance Theater's two-week engagement at Lincoln Center's David H. Koch Theater.  The gala benefits Ailey School scholarships and Arts In Education Programs.  The 7pm performance involving Honorary Chair Tyson Beckford, features the present and future stars of Ailey (talented AileyCampers, gifted students from The Ailey School,  Ailey II's rising stars, and Alvin Ailey American Dance Theater). After an inspiring finale of Revelations, the music of DJ M.O.S will rock the promenade soirée.  Gala Co-Chairs: Gina F. Adams, Ricki Lander, Almaz & Marc S. Strachan, and Daria L. & Eric J. Wallach. Gala Vice Chairs: Michele & Timothy Barakett, Dr. N. Anthony & Robyn Coles, Leslie & Tom Maheras, and Pamela D. Zilly & John H. Schaefer.  For benefit tickets starting at $500call 212-405-9031.  Visit alvinailey.org for season performance tickets starting at $25.  Wine and spirits for The Ailey Spirit Gala are generously provided by Diageo.

 

If you are interested in including your company profile/news in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: http://multicultural.com/services/mmr_news or contact Lisa Skriloff at 212-242-3351 or Lisa@multicultural.com.     

 

Next Issue: June 2015

Deadline: June 4th, 2015

Theme: LGBT Pride Month

 

To see upcoming newsletters view our 2015 Editorial Calendar

 

Questions? Call 212-242-3351 or email Lisa@multicultural.com.  

 

 Contact

Lisa Skriloff, Editor & President

Multicultural Marketing News 

Multicultural Marketing Resources, Inc. 

150 West 28th Street Ste. 1501 

New York, NY 10001

212-242-3351

lisa@multicultural.com  

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Multicultural Marketing News - April is Multicultural Communications Month

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 Multicultural Marketing News

April 2015

Multicultural Communications Month 

 

Here is your latest edition of Multicultural Marketing News, the newsletter published by Multicultural Marketing Resources Inc., www.multicultural.com.

 

What's Inside: Featured News Stories...Company Profiles...Expert Resources For Marketing Executives...Diverse Sources and Story Ideas For Journalists

In this issue:

  • No Language Barrier For Connecting With Exclusive And Affluent South Asian Consumers
  • The Hispanic Retail 360 Summit is now the Multicultural Retail 360 Summit
  • Innovation vs. Competitive Advantage - Pharma Industry Angle
  • The Pioneers of Hispanic Bilingual Data Collection
  • NDTV, The Premier News Channel from India 
  • Ethnic Technologies - Your Partner In Culturally Competent Communications

No Language Barrier For Connecting With Exclusive And Affluent South Asian Consumers

South Asians are arguably America's most affluent consumer group. Household Income is 83% higher than the national average and South Asians dramatically over-index in many key consumer categories including Automotive, Insurance, Home & Business Ownership, Banking & Investments, Telecom, Travel and Electronics. Unlike other ethnic segments, there is no language barrier for connecting with them. 94% of South Asians speak English and actually prefer commercial messaging in English by more than 3 to 1! This explains why almost all of the creative messaging on the top-rated South Asian networks is in English. Even more impactful, the vast majority of South Asian television viewers are not watching the top rated mainstream networks; so you are truly extending your reach with qualified consumers. America's most affluent consumer group is accessible TODAY with mainstream messaging. Tapping into these elite consumers is easy, affordable and efficient! Emerging Networks provides a convenient and effective one-stop shop. Contact: Tom Marsillo, tom@emergingnets.com, (732) 492-8559

The Hispanic Retail 360 Summit is now the Multicultural Retail 360 Summit 

The best event just got better - the 2015 summit will include valuable information on Hispanic retailing as well as a focus on other growing multicultural consumer segments in the U.S. market. Given the movement to the total market approach the Multicultural Retail 360 Summit will continue to help retailers maximize their business within the growing Hispanic market and other cultural consumer segments including African-Americans, Asian-Americans and biculturals. The summit will provide insights and examples of best practices for merchandising and marketing to these emerging consumer groups. This year's agenda has an exciting range of sessions including a keynote from the National Football League and a cultural immersion store tour that includes four different retailers: Curacao, Super King, Superior and Tawa 99 Ranch. Register today at http://www.multiculturalretail360.com/registration.html to join us August 12-14 in Anaheim, CA for our 2015 summit. Contact info: Michael Hatherill, Group Brand Director, Multicultural Retail 360, mhatherill@stagnitomail.com, 201-855-7610.

Innovation vs. Competitive Advantage - Pharma Industry Angle

Pharma industry dynamics on the value of multicultural communications have taken a new shift.  About 5 to 8 years or so ago, companies started to take a closer look at these market segments, and for the most part multicultural has been considered as an innovation project to explore. We had 2 to 3 companies starting to build their multicultural corporate strategies and additional 1 or 2 companies having isolated brand investments. Fast forward five years later, 2015, we have about 20 pharma companies that are consciously investing into multicultural markets on a brand level with at least 40% of these companies either exploring or already having a corporate strategy.  Labeling multicultural as an innovation initiative is no longer the case for the industry, but is instead a competitive advantage.  Being first to market is one of the key drivers in securing a leading market share for a given segment, at times even if your product is not superior in quality to the competition.   Don't let multicultural US market segments become a competitive disadvantage for you.  For more information please contact: Steven Millerman steven.millerman@emcay.net201-868-8867 or visit www.emcay.net

The Pioneers of Hispanic Bilingual Data Collection 

Opinion Access Corp. is the Bilingual English/Spanish data collection expert. We are not only the expert, we were on the ground floor of recognizing the trend and developing a dedicated division for the Hispanic market over 16 years ago, before the 2000 Census determined the explosion of the Spanish consumer market. That makes us the pioneers in the industry with 400+ stations and the knowledge and capability that you can trust. And, we save you money by lowering our operating costs with our Dominican Republic facility. We offer the same high quality and expertise, with your day-to-day project coordinators, programmers and sales staff still based in our New York Office. Importantly, our OAC-DR interviewers speak fluent accent neutral English, and their training is as intense as their U.S. counterparts. We faced the challenge and settled the unknown frontier, resulting in owning the Hispanic Data Collection territory! Now, it is time to give OAC the opportunity to conquer your Hispanic Bilingual projects. Contact: Lance Hoffman, Vice President Business Development,

lhoffman@opinionaccess.com, 718 729 2728

NDTV, The Premier News Channel from India

One of the most prime opportunities in the multicultural media market in the United States is one of the fastest growing ethnic groups comprising of South Asians, with over 2 million people comprising the Indian, Pakistani, Bangladeshi, Sri Lankan and Nepali communities. As a media target, this segment represents a premium market and an audience who likes to keep in touch with their native land. NDTV, a pioneer in Indian news broadcasting industry, is available in over 80 countries across the world, acting as a bridge between India and the various countries - be it politically or culturally - and helping in exchange of ideas an information. The company has also attained a respectable reach among the ethnic as well as the native communities in the United States. NDTV24x7 which is the flagship channel and the top rated English News Channel from India is currently available on DISH Network in the Hindi Mega Pack, English News Pack and DISH International Basic Package on their DTH platform and as well on Sling, their new OTT platform which has taken the US market by storm. In addition to that, NDTV 24x7 is also present on Times Warner Cable in the Hindi Pass Plus and Passport Pack and NDTV Good Times, India's first travel and lifestyle channel, is also available in DISH's Hindi Mega and Masti packs. Contact Rohit Jaiswal, Associate Vice President - Distribution Sales, Distribution, NDTV, 

Rohitj@ndtv.com+91-999-903-6145 or Tom Marsillo, tom@emergingnets.com, (732) 492-8559

Ethnic Technologies - Your Partner In Culturally Competent Communications

Our flagship product, E-Tech appends the following elements to our clients' customer data:  Ethnicity, Ethnic Group, Language Preference, Religion and Hispanic Country of Origin.    E-Tech also incorporates Enhanced Neighborhood Analytics (ENA) technology, our granular geographic data system.  Once E-Tech has analyzed all the available name intelligence, and all of the geographic information, it uses our proprietary, culturally sensitive, expert system logic to predict the ethnicity and other demographics for each individual record.  E-Tech can identify more than 180 specific ethnicities within 16 general ethnic groups. Assimilation represents the degree to which a Hispanic or Asian individual has adopted the language and culture of the United States.  With each level of Assimilation, the individual's spending habits, socioeconomic status, communication preference and other lifestyle characteristics differ.  Ethnicity, language preference, education, income, socioeconomic status, dwelling size ENA are just some of the variables used, along with our expert system rules, to determine which Assimilation Index best describes a specific Hispanic, Brazilian or Asian individual.  Our four Assimilation Indices are: 1. Assimilated - Speaks and Understands primarily the Prevailing Culture's Language.  (Primarily English Speaking) 2. Bilingual, Prefers English - Speaks Primarily the Prevailing Culture's Language, but still Understands Native Language.  (e.g. Spanish) 3. Bilingual, Prefers Native Language - Speaks Primarily Native Language (e.g. Spanish), but Understands Prevailing Culture's Language.  (e.g. English) 4. Unassimilated - Speaks and Understands primarily the Native Language (e.g. Spanish) (Primarily Native Language Speaking) Our Assimilation determinations are predictive and based on the many years of detailed research embedded in our product.  No personally identifiable information is ever used. Contact Karen Sinisi, Director of Sales and Marketing, 

karens@ethnictechnologies.com866-333-8324 ext. 117, www.ethnictechnologies.com.

 

If you are interested in including your company profile/news in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: http://multicultural.com/services/mmr_news or contact Lisa Skriloff at 212-242-3351 or Lisa@multicultural.com.     

 

Next Issue: May 2015

Deadline: May 4th, 2015

Theme: Asian Pacific American Heritage Month

 

To see upcoming newsletters view our 2015 Editorial Calendar

 

Questions? Call 212-242-3351 or email Lisa@multicultural.com.  

 


Multicultural Marketing News - March is Women's History Month

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 Multicultural Marketing News

March 2015

Women's History Month

Here is your latest edition of Multicultural Marketing News, the newsletter published by Multicultural Marketing Resources Inc., www.multicultural.com.

What's Inside: Featured News Stories...Company Profiles...Expert Resources For Marketing Executives...Diverse Sources and Story Ideas For Journalists


In this issue:

  • INQUIRER.net, the Philippine Daily Inquirer Online
  • A Chat with Monique Nelson, Chair and CEO, UWG
  • Ethnic Technologies Gender Data Enhancement
  • Multicultural Marketing Resources, Inc. Certified as a Woman-Owned Business

INQUIRER.net, the Philippine Daily Inquirer Online

At the helm of the 30 year old Philippine Daily Inquirer are two women of vision, Marixi Rufino Prieto, Chairman, and her daughter, Alexandra Rufino Romualdez. Established during a difficult time in Philippine history, the paper has progressed to be the leading broadsheet in the country, receiving accolades and awards from local and international media organizations. Its online version, INQUIRER.net, now on its 17th year, is a pioneer in desktop publishing. It, too, follows the steps of integrity and quality journalism established by its mother company. INQUIRER.net has been represented in the United States since 2002 by its pioneering Regional Director and Vice President for Sales and Marketing, Esther Misa Chavez. Today, Inquirer.net averages in the US 7-million pageviews a month from a million unique visitors. Globally, INQUIRER.net is the top news website with the largest Filipino online audience. Visit the website at www.INQUIRER.netFor more information, email esther.chavez@inquirerinc.net.

A Chat with Monique Nelson, Chair and CEO, UWG

Monique Nelson, Chair and CEO of UniWorld Group, Inc., the longest-standing, full-service, multicultural marketing agency in the US., is a passionate advocate for her brand and its mission to meet the needs of clients and consumers across the country. Here is some advice from her on how women can gain more access to the C-suite. I think women get a little scared about "leaning in," so to speak. "Lean in" in a way that works for you - it's about being authentically you and knowing where you're going to be successful. Say what you mean, go in with a professional understanding of what you're looking for, be thoughtful about how you present yourself and your ideas, and then just go for it. Her advice for tomorrow's leaders. Have a vision. Writing down what you want makes things a lot clearer. I know that once I write my goals down, they become very real, and I become much more accountable to them. Always look for the win-win. Win-loss rarely lasts long, and I treat everything like it's a marathon, not a sprint. Contact Teresa Lyles Holmes, Teresa.Holmes@uwgny.com.

Ethnic Technologies Gender Data Enhancement
Ethnic Technologies (E-TECH) is the Global Leader in Multicultural Marketing, Research, Data Enhancement, Segmentation and Modeling Analytics. It has the world¹s most accurate, targeted and selectable mailing lists on the market. Female-oriented lists include Female Business Owners By State, Hispanic Female Prime Prospects, Asian Female Prime Prospects, African American Female Prime Prospects, Female Mail Order Buyers By State and Female Heads of Household By State. Our E-Tech 2015 Ethnic Identification Software extracts the most important multicultural populations from our vast database and combines them with key demographic and psychographic selections. Our data is available to clients for postal, telemarketing and email campaigns. We have over 180 ethnic groups identified on our database, as well as over 80 languages. We offer myriaddemographic selections, including Assimilation Levels, Affluence and hundreds more. Our multi-dimensional research guarantees you the most accurate and targeted lists available. G-Tech is our gender identificationtechnology that was developed to more accurately reach the increasingly important female buying decision-makers. Originally based in preponderance theory, Ethnic Technologies subsequently enhanced G-Tech with morespecific name research, to make it more accurate than any other currently available gender marketing product. When you look at your marketing data, do you think that more than 50% of your buyers are men? If so, you need G-Tech! Contact Karen Sinisi, Director of Sales and Marketing, 
Multicultural Marketing Resources, Inc. Certified as a Woman-Owned Business
Founded 21 years by Lisa Skriloff, Multicultural Marketing Resources, Inc. (MMR) is proud to now be certified as a Woman-Owned Business by the nationally recognized certifying agency, The Women's Business Enterprise National Council (WBENC). Multicultural Marketing Resources, Inc. is a consulting firm, marketing/PR firm and publisher of this newsletter, Multicultural Marketing News and The Source Book of Multicultural Experts. At multicultural.com visitors can Find a Multicultural Marketing and Diversity Expert at the online Experts directory, sign up for a free subscription to MMRNews (Multicultural Marketing News), find a recommended book at our online Multicultural Marketing Resources Library and Find a Speaker from our Multicultural Speakers Showcase, among other resources. To learn more about Multicultural Marketing Resources, Inc., please visit www.multicultural.comContact Lisa Skriloff, President, lisa@multicultural.com, 212-242-3351.

 

If you are interested in including your company profile/news in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: http://multicultural.com/services/mmr_news or contact Lisa Skriloff at 212-242-3351 or Lisa@multicultural.com.     

 

Next Issue: April 2015

Deadline: April 3rd, 2015

Theme: Multicultural Communications Month

 

To see upcoming newsletters view our 2015 Editorial Calendar

 

Questions? Call 212-242-3351 or email Lisa@multicultural.com.  

Meet the Experts in Hispanic Marketing on multicultural.com

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Find a Multicultural Marketing or Diversity Expert on Multicultural.com

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"Super Bowl Commentary 2015" Ads Analysis: A Multicultural Perspective - Multicultural Marketing News - February 2015

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MMRlogo  

 

"Super Bowl Commentary 2015"

Ads Analysis: A Multicultural Perspective

 

 

Super Bowl ads have, once again, provoked commentary from marketing experts who target Hispanic, Asian American, African American and other Multicultural markets. MMR asked top experts, from among those featured in our Source Book of Multicultural Experts Online, to provide their analysis of the Super Bowl ads from a multicultural perspective. 

 

The Total Market Strategy Scores at Super Bowl XLIX

If you're looking for proof that marketers are embracing the total market approach to advertising, Super Bowl XLIX is chock full of examples. Some of the most memorable ads this year, including spots from Toyota, Nationwide, and Dove, exemplify the shift away from culturally targeted ads in favor of a total market strategy that focuses on the shared cultural values of all Americans. In 2012 Ad Age forecasted that the total market strategy would outstrip culturally specific advertising, and predicted that the trend would be accompanied by "growing pains" within the industry. After seeing elegant examples of the total market strategy on Sunday, it may be safe to assume that this new strategy has come of age. In Dove's Men + Care ad, we saw men of many different races interacting with their children, fulfilling the same needs in their children's lives, and highlighting how the experience of fatherhood crosses cultural lines. During Toyota's Camry ad, viewers got a glimpse into the life of Paralympic athlete Amy Purdy. As she struggles to complete her routine, we hear the motivating voice of Muhammad Ali. This ad speaks to the trials that athletes of all races face, and like the Dove ad, draws from a universal emotion that transcends cultural divisions. Multicultural advertising is not only beneficial for fostering a more inclusive American culture, but from an advertising standpoint it just makes sense. Each year the diversity of Super Bowl viewers increases. And marketers will tell you that when it comes to Super Bowl ads, the big winners are the ones that go viral on social media after the big game is over. With current research suggesting that African Americans and Hispanics are more likely than their white counterparts to frequent social media sites, advertisers have more reasons than ever to embrace a total market approach.In short, the total market approach is more efficient, more effective and more inclusive of all Americans. The trend of pinpointing advertising messages to certain groups seems to be fading away and taking its place is the portrayal of an over-arching American experience that everyone can identify with, regardless of which football team they rooted for. By Adriana Hemans, Marketing Coordinator SoapBoxSample, ahemans@soapboxsample.com, (818) 756-7429.


 

2015 Ads Strike a Serious Tone  

Super Bowl commercials are created to evoke emotion. No matter what that emotion is, these ads intend to leave you with that feeling long after the game is over. This year, I noticed less laughter and more introspection. More ads were aired that were meant to tug at your heartstrings, rather than make you laugh out loud. One important theme I saw this year weaving through many of the ads was that of overcoming adversity or a handicap. These were the ads that inspire us, while perhaps even making us cry a bit. To that end, the most important ad of the evening in my opinion was not created to sell anything or boost a particular brand. The NFL's domestic violence ad was powerful. In a year when the NFL was vilified and as a supremely powerful organization made many mistakes, this was a step in the right direction. The ad itself was intense in the emotion it evoked. Showing how savvy one who is going through abuse must be, and also showing how the kindness of strangers can be invaluable in this situation was indeed emotional. The NFL has a lot of work yet to do, but this was a step in the right direction. By Karen Sinisi, Director of Sales, Ethnic Technologies, 

karens@ethnictechnologies.com,  866-333-8324, ext. 117.

 

 

 

 

 

 

Super Bowl Advertising 2015 What's New?

There we some significant shifts in advertising this year compared to last year, however overall it still didn't, with a few exceptions, reflect the rich diversity of America.The great thing is there was very little use of ethnic stereotypes which occurred last year. This was refreshing. Advertising should be based on insights that in fact the targeted segment should recognize and not be easily apparent to others.Why not more ads with non-Caucasian principals? The ads with basic human emotions and values could just as easily been cast African American, Asian or Latino. America's richness is in its diversity.  The programs our ads are inserted into have recognized the strength of this diversity, and advertising needs to catch up.Some notable ads reflecting the diversity of America were: Microsoft, Dodge "100 year olds" and the Multicultural ad for Jeep Renegade. By Ron Campbell, President & CEO, Campbell-Communications, Inc. ron@campbell-communications.com, 718-671-6989.

 

 

 

 

 

When Purpose Meets Relevance

While watching this year's Super Bowl commercials, an interesting question arose at the offices of Muse Communications. You're spending over 4.5 million dollars for 30 seconds. Over 100 million people will see whatever it is you create. What would be the best use of this tremendous, but costly, opportunity? Create a funny, entertaining spot featuring a celebrity for T-Mobile, Kia or Nationwide? Or maybe just add a new chapter to an already long-running campaign like Budweiser, Snickers or Priceline? For us at Muse - a long-standing voice for audiences who never get enough of the spotlight - we prefer the route of the Always "Like a Girl" spot or the anti-domestic abuse PSA, "No More." Both ads were purposeful and relevant, which in our experience is the perfect recipe for authentic creative that connects with an audience. Besides, the last thing any of us needs on our TVs is more Kim Kardashian... By Shelley Yamane, President & Chief Strategic Officer, shelley@museusa.com, (310) 945-4100.

 

 

"Around the Block Again"

The Internet age of instant gratification leaves little to be revealed once the biggest game of the year finally kicks off. Many brands "leak" their spots in the week leading up in order to engage conversation and promote favorability in the same way movie houses release Academy Award-eligible films around Oscar season. But this year's batch of ads not only featured "leaked" spots, but a lot of commercials that have been around for a while, particularly in the automotive industry.  Dodge's spot celebrating its 100-year history with advice from 100+ year-old sages is a great spot. But we saw it as early as last April, and celebrating a century (from 1914-2014)...in 2015 felt a little stale. Same with the Fiat "Viagra" spot. That spot's big payoff is the ending. I went soft the minute I saw it and thought, "Again Sergio?!" We get it. It's clever, but it was cleverer last year.  And car brands that could have taken advantage of this, gave us the same luxury blue-tint jargon-filled forgettable spot (Lexus NX). We can file this under 'Seen It' as well. The same can be said for the commercials with an obvious nod to multicultural audiences, such as the Microsoft spot, "Estelle's Brilliant Bus" or the snippet of spoken Spanish in McDonald's Pay it With Lovin' campaign. It all felt vaguely familiar and well, middling. Super Bowl ads should take a hint from what makes football so enjoyable: Surprise and unpredictability.  Give us something to look forward to. That's what makes SB spots great. By Daniel Gonzalez, Creative Brand Partner, Prime Access daniel.gonzalez@prime-access.com, 212-868-6800.

 

Among some Super Duds, Microsoft hits home.

Many fell short in assuming their brand is so well known and so good, it doesn't need any product claim support.  Then, there are spots so enamored of their visual or verbal cleverness that effectiveness was left in the dust.  Also, some spots almost look like product placement inside a film, where the product is secondary.  But a few spots really did the job.  With honorable mention to McDonald's Paying with Love (with a beautiful natural take on multicultural America),  Avocados from Mexico (for spelling out product attributes cleverly), and Wix for showing "it's that easy" to get a website for what you care about, my grand prize goes to Microsoft's Braylon O'Neill, which made me cry. This spot engages emotionally with an important story, and shows value of the product, with a positive message that is relevant to this physically challenged youngster:  "technology has changed Braylon's life by opening up the world for him."  Now THAT is a commercial message!  By Liz Castells-Heard, President/CEO, Castells Advertising, 

liz@adcastells.com, 213-688-7217.

 

 

 

 

 

 

 

 

 

Ecuador Tourism Ad Campaign Includes Super Bowl Spot, Hispanic Media, Engagement with Ecuadorian Community

Along with other first time Super Bowl advertisers, the first ever country to promote tourism was included among the half-time commercials: Ecuador. According to the Ministry of Tourism of Ecuador they advertised during the Super Bowl, the most watched one-day television event, "because it would put them on a global platform." The spots are in 13 markets as part of their "All You Need Is Ecuador" campaign launched in early 2014, to promote Ecuador as a world-class destination to U.S. travelers, and as a place to do business among English-speaking audiences and the U.S. Hispanic population. Ecuador's Ministry of Tourism says that the U.S. is the second largest source of tourists traveling to Ecuador, after Colombia. Featuring the song "All You Need Is Love" by The Beatles, the tourism campaign includes engagement with the Ecuadorian community in the U.S., partnering with prominent Ecuadorians who are influential among the U.S. Hispanic population to promote the beauty of the country and to promote Ecuadorian culture in the United States and outreach to U.S. Hispanic media to promote Ecuador and the achievements of Ecuadorians living in the U.S. According to the Ministry of Tourism, "these types of opportunities build national pride, which motivates fellow Ecuadorians to engage with their communities via social media or events."The social media campaign includes hashtags #SB49 and #AllYouNeedIs, (#AllYouNeedIsEcuador on game day) and tweets from the Ambassador of Ecuador Nathalie Cely @NathalieCely. By Lisa Skriloff, President, Multicultural Marketing Resources Inc., Lisa@multicultural.com, 212-242-3351

 

 

Croatian National Tourist Office Offers Winning Super Bowl XLIX Coach a Trip "Back Home": Both Coaches areCroatian American

Tying in to the "immigrant angle" of Super Bowl XLIX is the Croatian National Tourist Office which jumped to promote the "first matchup of Croatian head coaches" when they learned  that both Bill Belichick, head coach of the New England Patriots, and Pete Carroll, head coach of the Seattle Seahawks, are of Croatian descent. "The Battle of the Croatian Coaches" it is being called and Belichick said in a press conference "...looks like we'll have a Croatian champion one way or the other." The Croatian National Tourist Office is offeringthe winning coach a "trip back home": an all-expense paid trip throughout Croatia in 2015.  "As this will be the first Super Bowl match between two coaches of Croatian ancestry, the winning coach will get the chance to explore the land of his ancestors." Tweets and hashtags include @Croatia_hr and  #BattleforCroatia. Other famous Croatian Americans include John Malkovich, actor, Judah Friedlander, actor and comedian and Franjo Vlasic, founder and namesake of Vlasic Pickles. By Lisa Skriloff, President, Multicultural Marketing Resources Inc., Lisa@multicultural.com, 212-242-3351.

Multicultural Marketing News - January 2015 What's Inside: Outlook for Multicultural Marketing in 2015


Multicultural Marketing News - January 2015

 What's Inside:  Outlook for Multicultural Marketing in 2015


Top multicultural marketing experts weigh in with their informed opinions on what to expect in Multicultural Marketing in 2015 in the US. Read on to learn what these experts have to say about their outlook for multicultural marketing in the coming year.  

Outlook for Multicultural Markets 

The latest Census data proves that growth and spending power in multicultural markets is tremendous. In 2015 and beyond, companies large and small must employ this valuable insight when implementing new strategies for revenue growth and increased brand loyalty. They must look at these growth populations as the new "general market". Think "Sofia Vergara Effect". Sofia Vergara is a Spanish speaker, and represents her roots proudly. But Ms. Vergara is now seen as relevant to all consumers. She is represented in both English and Spanish ads, and has product lines that reach well beyond the traditional Hispanic marketplace. Companies must make a shift in thinking and understand that Multicultural and Mainstream marketing have merged. The lines between them have been forever blurred. The use of accurate multicultural data, analysis, market identification and appropriate messaging will be the key factors to success. Multicultural Marketing, Research and Ethnic Identification is our passion and we look forward to helping all forward thinking companies, clients and partners achieve the results they expect from the Leader in Multicultural Marketing. Our country is a beautiful mosaic and we celebrate it every day! By Karen Sinisi, Director of Sales, Ethnic Technologies, karens@ethnictechnologies.com, 866-333-8324, ext. 117. 

Outlook for Multicultural Marketing Research in 2015

If 2014 is any indication, 2015 is going to be the most expansive year ever for multicultural marketing research. In a typical year (Prior to 2014) my company conducts around 15% of our day-to-day survey projects in any one of 67 languages.Last year a number of things changed. Beginning in late 2013 we noticed that our bids and projects increasingly came from companies outside the US. These companies were looking to better understand, through the lens of marketing research, how different groups would feel about purchasing products coming from their native country that were not readily available in the US.By mid-2014, with the number of bids and projects more than doubling, it was also clear that the subject mix was changing as well. We saw candidates running for office, tobacco products, government & transportation agencies, universities, digital media and CPG companies all testing the opinions of the multicultural market.What is the outlook for multicultural marketing and marketing research? Sunny with little chance of rain! By Michael Halberstam, Chairman, Interviewing Service of America (ISA), halberstam@isacorp.com, 818-989-1044   

Outlook for Multicultural Marketing in 2015

The year 2015 is destined to benchmark the transformation of marketing to a diverse America.  The days of silo marketing are ending and coming of age are key audience segments of which multicultural is front and center along with millennial, digital and total market approaches.  Multiculturals make up a very large share (42.3%) of influential Millennials and therefore they should be considered prominently in any campaign.  Our world is increasingly digital and younger audiences are disproportionately mobile and digitally connected.  The "Total Market" is diverse and increasingly multicultural, therefore marking a line in the sand where there is no point of return. Each year, Geoscape hosts the New Mainstream Business Summit. The New Mainstream is multicultural and digital and inhabited by Millennials who are the drivers of the Total Market These are the main themes of our conference this year - replete with top-notch speakers, hard hitting case studies and valuable workshops and panels.  Make sure you reserve your seat while the early bird pricing is available. Visit us at http://bit.ly/1AmfO44By Henry Bruley, VP, Marketing, Geoscape, hbrulay@geoscape.com, 888-211-9353.

Repositioning to Multicultural/Total Market to Embrace the New America

It is my assessment that marketing has shifted from "silos" of marketing to just Hispanics, African-Americans and Asian-American to embrace what is being termed the New America. And when the next census is conducted in 2020, minorities are expected to account for 40% of the population, and Hispanics will be close to 20%. Seeing these stats and other data, it made perfect sense for the organizers of Hispanic Retail 360 to rebrand its Hispanic Retail 360 conference, magazine and website as Multicultural Retail 360, a new media brand focused on retailing to the growing multicultural segments of the United States. Over the past decade, Hispanic Retail 360 had grown into the premier cross-channel event focused on retailing to the growing Latino market. Given the movement to a total market approach, Multicultural Retail 360 will continue to help retailers maximize their business with the growing Hispanic market in the U.S., while also providing insight and examples of best practices for merchandising and marketing to other important demographic and cultural segments of the U.S. population, including African-Americans, Asian-Americans, biculturals, and other emerging ethnic and cultural consumer groups. Multicultural Retail 360 Summit will be unique from the many other conferences aimed at marketing and advertising to multicultural consumers. No existing conference addresses the issues that retailers face identifying and segmenting multicultural consumers shopping their stores, and then executing strategies so that they have the appropriate product mix and marketing messages for these customers at every store. 

By Michael Hatherill, Group Brand Director, Multicultural Retail 360, mhatherill@stagnitomail.com, 201-855-7610.

Outlook for Multicultural Healthcare Marketing in 2015 

With changes in law and the diversification of America, the importance of taking into account multicultural consumers in healthcare marketing is more important than ever. Many of the newly insured are multicultural-- potential new consumers of drugs and health services. These are consumers who won't always be looking for the lowest cost or formulary product but are able to target specific branded products. These market segments are also known for their brand loyalty, as well as being over-represented in chronic diseases, with higher than average rates of blood pressure and cholesterol issues among Hispanic and African-American consumers; Hepatitis among Asians. But that doesn't mean these product categories are the only products that would benefit multicultural consumers. Anything from OTCs to health insurance to health counseling to disease awareness to hospital services are things that these consumers will be investing a significant amount of spending in the coming years, with a much higher rate of likely spending growth than the population at large. A company that takes advantage of learning more about these customer segments, successful examples of how to market to them, and ways to earn trust on healthcare can have a significant positive impact on the bottom line. Learn more about how to accomplish these opportunities at one of our 2015 healthcare marketing conferences, including the Multicultural Health Marketing National Conference in Ft. Lauderdale, FL on October 12-14By Scott Ehrlich, VP, DTC Perspectives, scott@dtcperspectives.com, 770-559-0702.


 

Do you have an opinion that should be included in a future issue?

 

February newsletters will have the following themes:

 

February is Super Bowl multicultural commentary issue.

Theme: SuperBowl Multicultural Commentary Issue Date: Within one day after SuperBowl (which is Sunday Feb 1)

Deadline: Sign up by Thursday Jan 29 so we know to expect your commentary

 

Theme: Black History Month/Lunar New Year Issue Date: February 12th

Deadline: February 9th

 

If you are interested in including your point of view-commentary/company profile/news in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: http://multicultural.com/services/mmr_news to sign up or contact Lisa Skriloff at 212-242-3351 or Lisa@multicultural.com.   

 

 

To see upcoming newsletters view our 2015 Editorial Calendar

 

Questions? Call 212-242-3351 or email Lisa@multicultural.com.

 

 


 

About This Newsletter

Multicultural Marketing News (MMRNews), is published by Multicultural Marketing Resources, Inc. (MMR). For a free subscription, sign up at http://multicultural.com/mail_list_sign_up. 

 

 

Lisa Skriloff, Editor & President

Multicultural Marketing News 

Multicultural Marketing Resources, Inc. 

150 West 28th Street Ste. 1501 

New York, NY 10001

212-242-3351

lisa@multicultural.com  



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