LOS ANGELES (AdAge.com) -- Below are four video excerpts from the proceedings of the three-day Association of National Advertisers Multicultural Conference. The event, which explored a broad range of ethnic marketing issues, took place at the Fairmont Miramar Hotel here.
Paul Mendieta, director of Hispanic marketing at Coors Brewing Co., said, "Hispanic media is not doing a great job. They depend upon the fact that Latinos like to communicate in Spanish. But more and more of the growth is coming from the U.S.-born Latino who is bilingual and chooses according to content [quality], not langauge."
GETTING LOST TARGETING THE ASIAN SECTOR
Nita Song, president-CEO at IW Group, noted, "We've had marketers who have certainly had stars in their eyes about opportunities in the Asian sector and they're often looking for miracles very quickly. For most, targeting the Asian sector is a new endeavor, and without history its very easy to get lost, misguided and have your attention focused in the wrong places."
THE PROBLEM WITH MULTICULTURAL MARKETING
Ian Beavis, VP-marketing, PR and planning at Kia Motors America, said, "All too often, the person that's assigned the multicultural business in the client side is too junior. They just don't have a voice. They're two or three levels away from the C-level person. In our place, it's two. That's part of the problem. It's a junior person and they're not getting heard."
UNDERSTANDING THE REAL HISPANIC IDENTITY
Carl J. Kravetz, chairman-chief strategic officer, Cruz/Kravetz:Ideas and chairman of the Association of Hispanic Advertising Agencies, said: "The 'safe Hispanic' at which marketers have been aiming their advertising has been revealed for what it was all along: a simplistic and not very enlightening archetype. We are not connecting with Latino consumers because we are not speaking their language, and I don't mean Spanish."