Meeting Details
 

People Forum

People Forum: Why Should Multicultural Marketing Be Any Different From The Rest Of Us?

Registration
To attend in-person or via webcast, register via My ARF »
If you have any questions, please contact Zena Pagán at forums@thearf.org

When we start our marketing careers, we learn some basic principles about successful marketing practices:

#1   Identify your target consumer
#2   Understand what motivates them
#3   Develop a unique selling proposition for your brand or product
#4   Create great advertising and marketing programs

Why should the process be any different when it comes to successful multicultural marketing? It isn’t. Join us for an enlightening forum where we’ll highlight best practices in multicultural consumer segmentation, targeting, communication development and media. David Burgos, author of Marketing to the New Majority, will share his observations about what makes for successful multicultural marketing campaigns. Then we’ll share case studies that translated practice into action. Daniel Franklin of the Benenson Strategy Group will spotlight how Obama 2012 succeeded with multi-cultural voters. Esther Franklin of Starcom MediaVest Group will share learning on segmenting the LGBT audience for LogoTV. 

Featured Speakers
David Burgos – VP, Multicultural Practices, Millward Brown, ARF Forum Leader
Daniel Franklin – Principal, Benenson Strategy Group
Esther Franklin – EVP, Head of Americas Experience Strategy, Starcom MediaVest Group

Program Leaders
Chris Bacon – Director, Consumer Insights & Strategy, E & J Gallo Winery
David Burgos – VP, Multicultural Practices, Millward Brown
Ron Franklin – GlobalHue’s ARF Ambassador, President, NSightsWorldwide

Overview

People Forum: Why Should Multicultural Marketing Be Any Different From The Rest Of Us?
May 14, 2013

Videos

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