Although selling advertisers on multicultural marketing is still half the battle, new tools are making plans easier to develop and defend, said executives at the Ethnic Marketing Event, co-sponsored by True North Communications and the Strategic Research Institute.
Marketers need to look at race and ethnicity as part of a larger perspective and then segment the market accordingly, said Gary Berman, CEO of MSR Group, a market research company. Segmentation helps prioritize targets, added Steve Copertino, director of multicultural marketing at Citibank.
Cable TV has contributed to market segmentation, allowing advertisers to develop niche marketing strategies, said Gary McBride, president-CEO of GEMS Television.
Caleb Windover, media director of Siboney USA, New York, noted that Nielsen Media Research can break down ratings by Spanish-dominant, English-dominant or bilingual Hispanic viewers.
`NO MORE SHOOTING FROM HIP'
With those tools available, "there is no more shooting from the hip," said Walter Arenzon, executive creative director at the agency, adding that creative must measure up, too.
The U.S. ethnic population holds out the best opportunity for expansion in mature market categories, said Alfred Schreiber, managing partner of New America Strategies Group, New York, a new multicultural marketing network opened by True North.
The unit, unveiled at the conference, will include Siboney; Admerasia; African-American specialist Stedman Graham & Partners; and marketing consultancy Skunkworks Marketing Lab.
New America Strategies will develop marketing programs focused on diversity, including strategic forecasting, business-building analysis, new-product development and diversity planning.