Solo el 35% de las marcas encuestadas han activado estrategias en el total market
During the 2013 ANA Multicultural Marketing and Diversity Conference, AHAA, the voice of Hispanic marketing, presented the results of a research project focused on the game-changing Total Market strategy, and how companies are using that concept. The study not only polled the Hispanic segment but also the Asian and African-American markets.Among other data, the results showed that eight out of every 10 advertisers said they were familiar with Total Market but only 35 percent of brands have activated strategies under this new concept, while 54 percent do it sometimes and 14 percent have made a test run.Asked about the significance of the term Total Market, the majority defined it as a strategy that achieves maximum efficiency in managing a marketing budget because it doesnt segment funds to reach separate ethnicities, but include ethnic interests in a general budget.A special guest at the AHAA session was Lizette Williams, senior brand manager at the Kimberley-Clark Corporation, who spoke with Roberto Orci about her experience of implementing Total Market strategies, specifically for the Huggies brand. ”You cannot think about growing the $2 billion Huggies business without leading with ethnic insights first,” Williams said.Williams, an AfroLatina, spoke of the success she has achieved by implementing a Total Market strategy with strong multicultural elements. She also added that a close collaboration among multicultural agencies and the general market is vital for a successful Total Market strategy.
ANA 2013 inició su conferencia multicultural de la mano de AHAA, FOX Hispanic Media y NUVOtv
