Agency

It takes more than walking the walk and talking the talk (a very old adage) to master the multicultural markets. Instead, mass-market agencies should taste the street and get the true flavor on how to connect with multicultural consumers. Before marketing to them, they need to discover how multicultural (and specifically ethnic) consumers live; where they work; how they consume information; how they make purchases; how they interact; and how they experience their slice of America. Posted by Bill Imada on the AdAge.com ‘Big Tent Blog’.

Recently, I was asked to give a presentation on the “New World Order” for advertisers and media owners. What a daunting challenge.

New means it’s fresh, different and up to date. Order means there are things in their place; logical and systematic. World means wide scale, outside the boundaries and all inclusive and embracing.

It sounds utopian, with lambs gamboling across Elysian Fields with bucolic joy. It’s just wonderful, and it’s perfection.

But it’s not a reality; a new world order is a pipe dream.

Emilio Nicolas, Sr. will receive Mexico’s highest honor awarded a Mexican citizen living abroad.

You know you have a great product, the price is right, and you’ve spent a bundle on a barrage of slick, witty advertisements. Yet sales are slack, so your ship sinks while your competitors sail away on surging revenues. If this sad tale sounds familiar, you may have neglected the most critical aspect of your marketing plan – targeting.