Once considered a specialty segment or niche market, the multicultural consumer has really become the “new American mainstream,” complete with buying and influence power. And now, brands are feeling the pressure to make multicultural marketing a priority. But with this new reality comes the need to better understand just who this new mainstream consumer really is.
The CMO Council, in partnership with Geoscape, will delve into the complexities of the new American mainstream consumer to highlight where and how organizations can maximize strategies and right-size allocations in America’s culturally diverse business environment. CMO Council members and other leading brand marketers are cordially invited to join the strategic conversation as we discuss and debate the key issues and challenges facing marketers as they engage across an increasingly diverse consumer population.
Key areas of discussion will include:
- Pairing big data analytics with on-the-ground knowledge to identify cultural markets with great potential and develop culturally relevant creative
- Examining the benefits and pitfalls of implementing a total market strategy that moves multicultural marketing beyond silos to a more holistic, integrated, strategic imperative adopted by the entire organization
- Defining the key differences between multicultural and multilingual strategies, as well as identifying how savvy leaders are incorporating culture-sensitive localization—not just simple translation—into their marketing strategies
For more information or to RSVP for the November executive roundtable event in NYC, please contact Matt Martini at MMartini@cmocouncil.org or 408.677.5331.