The Home Depot On Multicultural Advertising: ‘Keep That Story Alive’
October 8, 2011
Being purposeful with your company’s marketing efforts and doing what’s right for the audience – and not necessary the C-Suite – will help a company to maintain its brand strength among multicultural consumers.
That’s a key takeaway from a Monday afternoon session at the ANA Multicultural Marketing & Diversity Conference in Miami Beach delivered by Suzy Deering, vice president of integrated media for The Home Depot. A recent arrival at the home improvement retail giant, Deering noted that Hispanics, in particular represent $21.7 billion in annual sales revenue. “This should be exponentially more, moving forward,” she said.
To tap into this buying power, connections on an emotional level will help to ensure continued brand strength, Deering said. She also recommends that a company’s infrastructure reflect its multicultural desires, so that every consumer connection point is satisfied.
Deering’s comments came following a midday session in which Jennifer Jones, vice president of diverse markets for AT&T, told the 700-plus registrants in attendance that corporate diversity makes the telecommunications giant “more competitive, because our consumers are diverse.” She added, “We want to be a preferred business partner, and success can only come with workplace diversity and inclusion, supplier diversity, community impact and through multicultural marketing.” AT&T has 11 employee resource groups, including the Latina-themed HACEMOS.
Other sessions included a lively roundtable discussion on corporate commitments to African-American marketing efforts moderated by syndicated radio personality Tom Joyner and a review of Google’s Hispanic and Pan-Latin efforts from Mark López, head of U.S. Hispanic audience and Pan Regional U.S. sales for the technology firm.
Adam R Jacobson, for HispanicAd.com
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