Multicultural Marketing News

With MLK Day behind us, we look forward to African Diaspora Month (formerly Black History Month) where scores of multicultural marketers will recognize the 50 million people of African origin living in America and tap their $1.2 trillion purchasing power.  Wait.  Didn’t you get the memo?  Fact is, immigrant populations from Africa and the Caribbean coupled with U.S.-born African Americans, make up the African Diaspora and while often viewed as distinct and unrelated target markets, have much in common – music, food, culture, values and most importantly, heritage.  At The Africa Channel, we see the appeal of our African soap operas, like Jacob’s Cross; our popularity in the Caribbean; and the record numbers of people who are tracing their ancestral roots back to Africa through DNA testing, as the signs that an African Diaspora movement is alive and well.  Last year, the United Nations declared 2011 the International Year for People of African Descent and made official this movement that has been building for decades.  To date, no corporate champion has emerged.  African Diaspora Month anyone?  Mark Walton (mwalton@theafricachannel.com) is Executive Vice President for Sponsorship and Corporate Development at The Africa Channel. Visit www.theafricachannel.com.  Read more >>

Footsteps is an eleven year old full-service, integrated communications agency that focuses on multicultural consumers with a particular specialty in the various segments that comprise the black consumer market. What differentiates Footsteps from other agencies is the combination of the best intellectual capital, the skill of integration and the relentless pursuit of cultural insights that drive communications. Footsteps primarily works with Fortune 500 corporations such as Procter & Gamble/Gillette, Lowe's Home Improvement, Nissan and Infiniti, Visa and Mass Mutual. Footsteps' communications approach is all about the process of MOTION. The motion of consumers as they evolve through the importing and exporting of mindsets, cultures, environment, gender, technology and experiences. This motion is tracked by Footsteps in order to develop cultural linkages and identify the right media channels to carry compelling, insight-driven communications that will grow their clients' businesses. Their portfolio of services includes research/strategic planning, advertising, digital/social media, community outreach, public relations, and events/experiential marketing. For more information about Footsteps, go to www.footstepsgroup.com, For more information about tapping into the buying power of this $1trillion consumer segment, contact Verdia Johnson, President at vjohnson@footstepsgroup.com or call 212-336-9743.  Read more >>

Améredia is a role model for diversity in the advertising industry. We market to more than 30 ethnic groups nationwide and our team comprises of top-notch bilingual professionals from more than 16 ethnicities who collectively speak more than 25 different dialects and languages. The industry has taken note. Améredia saw its most successful year-to-date of industry-wide recognitions in both the multicultural and mainstream marketing spheres. Twenty leading awards in one year. Our most recent diversity recognition as Supplier of the Year came for our client partnership with Comcast. The agency's multicultural and diverse market creative work, initiatives, growth and innovation were lauded by hallmark organizations such as the ADCOLOR Industry Coalition, the American Advertising Federation, the Association of National Advertisers, Diversity Business, the National Association for Multi-ethnicity in Communications and the US Pan Asian American Chamber of Commerce. We know the importance of giving back and supported media and community initiatives all year. We're excited about our future and continue to grow multiculturalism and total inclusion. Visit ameredia.com | Twitter | Facebook | LinkedIn.  Read more >>

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The 2012 Diversity Calendar is about honouring our differences and appreciating our oneness.  Now in its 19th edition, it continues to grow in popularity with corporations, universities and the public sector. The 2012 Multicultural Calendar incorporates hundreds of multifaith, and diversity related observances; marks significant dates for scheduling consideration; and Heritage months. The calendar is available in English, Spanish and French and in 4 formats: Wall, desktop, Poster Planner and Electronic. Brand your calendars with your logo. The only on-line calendar in the world available in English, Spanish and French. Use it for employees, clients and friends. (Special offer use discount code MMR2012 for 12% off your order). For more information, visit www.multiculturalcalendar.com. Call 416.203.3595 or email sheena@multiculturalcalendar.com.  Read more >>

MRSI (Marketing Research Services Inc.), a leading provider of custom marketing research solutions, introduces a new Hispanic acculturation model to help marketers and advertisers more effectively segment the Hispanic market. This model goes beyond standard acculturation models that rely primarily on language preference and demographics, incorporating key attitudinal and behavioral dimensions. By incorporating these dimensions, the model provides better insights on the Hispanic consumer, their perceptions, and their shopping behavior. Acculturation is the process where cultural traits are adopted, lost, combined, and created. In turn, these traits have an impact on ideas, values, conventions, and behaviors. The impact of acculturation is far reaching. By understanding where your Hispanic audience fits in MRSI's model, you'll have a more accurate assessment of the message nuances, brand imagery and media mix that's most effective in reaching this audience and impacting purchase decisions. For more information, listen to our podcast: http://bit.ly/vCkVhI. Or visit: http://www.mrsi.com/hispanicacculturation.   Read more >>

October, National Disability Employment Awareness Month, like African-American, Hispanic and Asian Heritage months, is a great launch pad for year-round disability-inclusive diversity commitments. 2011's theme is Profit by Investing in Workers with Disabilities. The U.S Department of Labor's Office of Disability Employment Policy (ODEP)'s Assistant Secretary Kathleen Martinez leads this effort ~  www.dol.gov/odep.   Read more >>

ISA is one of America's largest marketing research data collection and data processing companies. ISA has 500 CATI positions in the US, Canada and off shore. ISA is also the industry leader in multicultural data collection having conducted interviews in 67 languages. On-line interviewing, IVR interviewing and complete data processing, including coding, programming and translations are available through our QI and Field by Design divisions we also conduct face to face intercept interviews, qualitative studies and executive interviewing. We have extensive experience in reaching hard to reach ethnic groups such as Hispanics and Asians. QI has two focus group facilities in Southern California and nationwide recruiting capabilities. On-line interviewing, IVR interviewing and complete data processing, including coding, programming and translations are available through our QI and Field by Design divisions we also conduct face to face intercept interviews, qualitative studies and executive interviewing. We have extensive experience in reaching hard to reach ethnic groups such as Hispanics and Asians. QI has two focus group facilities in Southern California and nationwide recruiting capabilities. For more information visit www.isacorp.com.  Read more >>

Founded in 1985, Kang & Lee Advertising is the leading multicultural marketing consulting and communications agency in North America specializing in reaching the Asian multicultural markets - ranked #1 Asian American multicultural agency by Ad Age Magazine in April of 2011. K&L also has full service capabilities to target East European and Middle Eastern multicultural consumers. Headquartered in New York City, and with an office in Toronto, the agency's current client roster includes a long list of blue-chip brands in diverse industries. As an early pioneer of Asian multicultural marketing, K&L offers clients a distinguished track record of ushering new categories and brands into this discipline. Visit www.kanglee.com.  Read more >>

PR Newswire culminates 2011 Hispanic Heritage Month initiatives with the FREE webinar: "Marketers as Publishers: How to Leverage Content & Online Tools to Engage Latinos." Join PR Newswire to learn how to create and align content, so you can establish a voice for your organization, raise online visibility and drive engagement with Latino consumers:
Wednesday, October 19, 2011
Time: 10:00 AM Pacific, 11:00 AM Mountain, 12:00 PM Central, 1:00 PM Eastern
Duration: Approximately 45 minutes
Twitter Hashtag: #prnHHM
Moderator:
Manny Santos | Director, MultiVu™ Latino | @multivu
Panelists:
Eva Smith | Co-Founder, Latina Mom Bloggers | Blogger, Tech.Food.Life. | @eva_smith
Hiram Enriquez | Director of Digital Media, Tr3s at MTV Networks | @mtv3
Lance Rios | Being Latino, Inc. | @lancerios
Register:  www.prnewswire.com/knowledge-center/upcoming-events-webinars/Marketers-as-Publishers-How-to-Leverage-Content--Online-Tools-to-Engage-Latinos.html.  Read more >>