Multicultural Marketing News - April 2014 

April is 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:

•  Is Your Multicultural Healthcare Strategy Short-Sighted? Prime Access
• Hispanics and Mobile Device Usage: Lopez Negrete
• Tapping into America's Most Educated and Affluent Ethnic Consumers: Emerging Networks LLC 
• Latino Research: Recognize Cultural Differences so you can Speak their Language: Latino Eyes, a division of C+R Research   

Is Your Multicultural Healthcare Strategy Short-Sighted? In the age of the Affordable Care Act, multicultural healthcare is experiencing a "Renaissance" as the government, communities, and marketers work to realize the vision of affordable healthcare for all. For marketers, the sales growth potential among newly insured multicultural consumers is highly desirable. But the consumer-driven strategy used for consumer packaged goods or quick-service restaurants is not as applicable, because while adopting healthy behaviors starts with the lens of culture, it also involves a complex mix of practical, emotional, and psychosocial factors that requires a specialized approach to marketing communications.Consumer awareness and education around health behaviors and conditions are often the first step in building an effective healthcare strategy. But in order to drive action and convert sales, we need to leverage influencers and other stakeholders in the healthcare ecosystem. Physicians, nurses, caregivers, pharmacists, communities, managed care, and media all play a part along the path to wellness and, therefore, brand sales. Knowing the role and influence of each stakeholder is important as they can differ significantly from the general market. However, the critical piece is crafting a strategy that maps out precisely how and where each stakeholder influences decision making for your brand. This can make the difference between a smart investment and a wasted effort. At Prime Access, this is why we exist. And we love doing it. For more information please contact: Andy Bagnall EVP Strategic Direction andy.bagnall@prime-access.com (212) 868-6800

Hispanics and Mobile Device Usage: An Integral Market Marketers striving to tap into the Hispanic market need to take into consideration the importance of mobile media, which has become a huge trend and an easy way to connect with Hispanic consumers. Over the past three years, Hispanics have taken a leading role in mobile device acquisition and usage. In 2011, their spending on mobile devices increased 30%, from $13.5 billion to an estimated $17.6 billion. By 2015, it is expected to reach $1.5 trillion. Hispanics over-index in mobile phone activities, accessing the Internet via mobile phones more than non-Hispanics. Of the many online activities Hispanics use their mobile devices for, shopping tops the list; along with banking, social networking and texting. Couple that with a high, and increasing, buying power, and you have a demographic that is eager to interact with brands. Marketers who don't do so will see it in their bottom line. For more information please contact: Carlos Serrano carloss@lopeznegrete.com (832) 295-2083

Tapping into America's Most Educated and Affluent Ethnic Consumers Emerging Networks is the only Multicultural Media Rep Firm serving the South Asian market in the United States with national and local television platforms. Emerging Networks provides an efficient one stop shop for clients and agencies looking to tap into the fastest growing and most affluent ethnic segment in the country. Many advertisers are unaware of the extraordinary demographics of the U.S. South Asian market which deliver the wealthiest and most well educated consumer segment in the nation. And best of all; the commercial messaging is entirely in English. The Rep Firm currently boasts more than two dozen successful mainstream, response-driven advertisers on their roster. Emerging Networks' top-rated South Asian platforms include: Sony Entertainment Television, 21^st Century Fox's Star TV, Viacom's Aapka Colors, Willow Cricket, Diya TV, NDTV, B4U Networks and the Asian Variety Show Network. The Rep Firm also recently added Top Rated Pakistani Networks Ary, Geo and Hum TV as well as Ebru TV; a Family Entertainment Channel. Additional Network signings are expected in the coming months. For more information please contact: Thomas Marsillo tom@emergingnets.com (732) 492-8559

Latino Research: Recognize Cultural Differences so you can Speak their Language LatinoEyes® is the research consultancy division of C+R Research specializing in the U.S. Hispanic and Latin American markets. The LatinoEyes® team is made up of knowledgeable researchers with over 20 years of experience who have a deep understanding of both U.S. and Latino cultures, and advanced quantitative and qualitative skills. With expertise in a wide variety of markets spanning from consumer packaged goods to banking and retail, they offer cutting-edge technologies, as well as the best methods for researching and gaining insights into the U.S. Hispanic market. For more information please contact: Jorge Martinez, Director (312) 828-9200 or visit www.crresearch.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.   

Theme: Asian Pacific Heritage Month

Issue Date: May 15th, 2014

Deadline: May 8th, 2014

To see upcoming newsletters view our 2014 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  

Multicultural Marketing News-February 2014

What's Inside:  Black History Month 2014

• African American Expertise: Creative Consumer Research
• Marketing to African Americans: Ethnic Technologies 

Creative Consumer Research: African American Expertise

Whether it's developing new products and services, refining existing ones, or building new marketing and advertising campaigns, senior decision makers across the United States routinely rely upon CCR for insights into their unique markets.  Houston's multicultural demographic offers researchers the opportunity to contact an array of cultures and ethnic groups including African Americans, native and foreign-born. CCR can complete surveys in several African dialects reflecting Africa's rich diversity.  In addition, CCR's focus on the African American population has provided sensitive and insightful information on a variety of health issues, economic opportunities, shopping behavior, and verbal and non-verbal communication. CCR offers complete field services including large conference-style focus group rooms with one-way mirrors and large client viewing rooms. Taste tests, telephone interviewing, executive surveys, mall intercepts, door-to-door interviewing, mystery shops, store audits, and computer capabilities are available. Bilingual interviewing, moderators, and translators are also available. CCR also offers project management for multi-city projects.  Our extensive experience includes a wide range of industries: Health Care, Financial Services, Retail, Food & Beverage, Entertainment, Communications, and Travel, etc. CCR completes over 1,500 research projects annually, mainly for other market research companies.  Whether you need door-to-door, executive interviewers, focus groups (large or small), multi-language capabilities, etc., your market research needs are served by our staff of more than 60 full-time market research professionals and over 400 interviewers. For more information contact Patricia Pratt, President, 281-240-9646 or ppratt@ccrsurveys.com. Visit www.ccrsurveys.com.

 Ethnic Technologies: Marketing to African Americans

The Census Bureau projects that by the year 2050, there will be more than 65.7 million African American individuals in the United States, comprising 15 percent of the total U.S. population. While traditional channels like broadcast and radio, remain important, digital mediums are becoming increasingly vital and applicable to marketers seeking to engage multicultural audiences. In fact Nielsen data validates that African Americans are dynamic and engaged consumers in the digital marketplace. African Americans are more likely to over-index in behaviors like tweeting and blogging, consume more internet and mobile video, interact with social media and produce or publish content using their mobile phones. Ethnic Technologies can help you or your clients reach this crucial market through any channel. We use a proprietary sequence of name data sets and name "rules" with additional identifications made through the combination of E-Tech's Enhanced Neighborhood Analytics (ENA) and name intelligence. Unlike Geo-Coding only and Surname-Only Systems, E-Tech is a complete and accurate solution. Contact Karen Sinisi, Sales and Marketing Director at 866-333-8324 Ext. 117 or karens@ethnictechnologies.com or visit www.ethnictechnologies.com

About Black History Month

To commemorate and celebrate the contributions to our nation made by people of African descent, American historian Carter G. Woodson established Black History Week. The first celebration occurred on Feb. 12, 1926. For many years, the second week of February was set aside for this celebration to coincide with the birthdays of abolitionist/editor Frederick Douglass and Abraham Lincoln. In 1976, as part of the nation's bicentennial, the week was expanded into Black History Month. Each year, U.S. presidents proclaim February as National African-American History Month.

MMR has chosen two important changes noted by the census in "black" American communities:

Education

• 3.7 million - Number of blacks enrolled in college in 2012 compared with 2.9 million in 2007, a 28 percent increase. Source: 2012 American Community Survey <http://factfinder2.census.gov/bkmk/table/1.0/en/ACS/12_1YR/B14007B/0100000US>

Voting

• 17.8 million -The number of blacks who voted in the 2012 presidential election. In comparison to the 2008 election, about 1.7 million additional black voters reported going to the polls in 2012. Source: The Diversifying Electorate - Voting Rates by Race and Hispanic Origin 2012 <http://www.census.gov/prod/2013pubs/p20-568.pdf>

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.   

Theme: Women's History Month

Issue Date: March 13th, 2014

Deadline: March 7th, 2014

To see upcoming newsletters view our 2014 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