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

March is Womens History Month

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Black History Month 2014

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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

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  

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A Multicultural Perspective on Super Bowl XLVIII Ads

Super Bowl Ads Analysis: A Multicultural Perspective

  

The highly anticipated ads of Super Bowl XLVIII have, once again, provoked commentary from marketing experts who target Hispanic, Asian American, African American, LGBT, People with Disabilities and other ethnic/niche consumers. MMR asked top experts,from among those listed in our annual directory, The Source Book of Multicultural Experts, to provide their analysis of the Super Bowl ads from a multicultural perspective.
                      
  • The Big G Cereal maker puts up points and affirms its place at the head of the table with continuation of its multiracial family mini-novella: diego osuna, global sojourn  
  • Continuing the trend with multicultural themes: Eduardo Perez, PM Publicidad
  • Not your typical Super Bowl commercial?  That's great: Fernando Poblete, Casanova Pendrill
  • Bravo! Encore! Congratulations to Coca-Cola for taking the high road: Yuriy Boykiv, Gravity Media
  • Advertising  is now noticing disability purchasing power: Tari Hartman Squire, EIN SOF Communications
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Multicultural Marketing News January 2014

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Successful Direct Marketing Efforts En Espanol

Successful Direct Marketing Efforts En Español.  The Good News: Niche publishers and other marketers find success in Spanish-language direct marketing efforts to US Hispanics, as competitors reduce efforts. The Bad News: The response list universe is shrinking. The short answers: 1) Adaptations, not translations, of English-language promotional efforts. 2) Long-term commitment to build responsive house lists. 3) Quality content that can be shared among family members, such as alternative health information and Spanish-language material for children. 4) The right strategic partner. Daniel Gonzalez has developed the concept and copy for several dozen successful direct mail packages, including the prelaunch package for Latina magazine, 15 four-color packages for Rodale Books, four "bookalogs" for Boardroom Inc. health books (and the translation and design of the full-length books) and several packages for International Masters Publishers, as well as the copy and design of 90 packs of 12 recipe cards for Fáciles y Sabrosas Comida   Read more >>

Advantage Communications

Advantage Communications, Inc., touted as the fastest growing full-service marketing, advertising, and public relations agency in the South, received a national Award for Publication Excellence (APEX) for work with General Motors' Minority Dealer Development (MDD) program, specifically via the initiative's quarterly publication, Inform.   Read more >>

Engage with Ameredia Today

¡Feliz Mes de la Herencia Hispana! How are you kicking off Hispanic Heritage Month? Got a special community or professional event you want to share or promote? Tweet about it and hashtag #EngageAmeredia for increased exposure! Simply tweet using our hashtag and your event will get a highlight in our monthly multicultural newsletter, réd. Trying to engage some of the most valued and diverse consumer markets? Easy. Here at Améredia we specialize in helping clients successfully make such connections. Améredia is a top multicultural advertising, marketing and communications firm focused in reaching diverse groups nationwide through the use of varying nuances and insights. Our experienced cross-cultural team with proven capabilities across traditional and digital platforms will conceptualize your branding and tailor your marketing strategies to desired audiences. As pioneers in diversity and multicultural advertising we can ensure meaningful connections with diverse ethnic groups including those who trace their roots to Spain, Mexico, and the Spanish-speaking nations of Central America, South America, and the Caribbean! ¡Gracias! 415-788-5100 |   Read more >>

Ingenium Research Boutique Your Multicultural Research Partner

With more than 15 years of experience in the U.S. and Latin America, Ingenium Research Boutique is a company that specializes in Multicultural qualitative and quantitative marketing research.  We perform focus groups, ethnographic interviews, in-depth interviews, shop-alongs, and many other qualitative techniques in the U.S. and Latin America (including Brazil). We also offer different quantitative approaches such as mall intercepts, shelf tests, taste tests, product placements, CATI interviews, online surveys, etc.  Since 2012 we started doing online groups and interviews, which is a cost effective alternative for ad testing.    Read more >>

PM Publicidad Presents Eye opening Market Research About Hispanic Millennials

"The integration of tactics and strategies that are focused on the use of third screen devices, such as tablets and smartphones, are crucial when creating marketing campaigns that drive brand preference among Hispanic Millenials," said Eduardo Perez, president of PM Publicidad (PMP) at the 9th Annual Hispanic Retail 360 conference in Las Vegas Nevada. PMP is a multicultural agency based in Atlanta that specializes in the U.S Hispanic Market.  Read more >>

Hispanic Heritage Month

In 1988, President Ronald Reagan enacted a law to authorize the designation of the National Hispanic Heritage Month, officially expanding the previously designated Hispanic Heritage Week. Each year afterwards, Americans observe National Hispanic Heritage Month from September 15 to October 15, by honoring the contributions of Hispanics throughout American history. The day of September 15 is significant because it is the anniversary of independence for Latin American countries Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. In addition, Mexico and Chile celebrate their independence days on September 16 and September 18, respectively. Also, Columbus Day or Día de la Raza, which is October 12, falls within this 30 day period.  Read more >>