Nov 30 - Nov 30, 2023
Despite multicultural consumers making up 40% of the US population, only 5.2% of advertising spend target this segment. Today’s business imperative requires a multicultural mindset across the organization starting with the office of the CEO to the frontline sales team. Marketers need to be inspired to be the quarterback of profitable growth by tapping into the power of an ever-changing demographic landscape.
This virtual workshop taps into both the art and the science of great multicultural and inclusive marketing. The content and the delivery will take marketers first into a journey of self-discovery, then reflection and real-world application across creative, media, and marketing performance for inclusive marketing.
This virtual workshop arms marketers with insights, knowledge, and skills to not only build successful multicultural marketing campaigns but to tap into the power of data, technology, and leadership across functions to drive success. Led by an expert global marketing leader, this high-impact workshop draws on the artistic aesthetics of connecting to consumers through culture, as well as the scientific rigor of metrics and measuring impact, to refine and enhance their multicultural and inclusive marketing efforts. Through robust frameworks, anthropological narratives, case studies, stories from current marketing executives, visual thinking strategies, and technology immersion, participants will be armed with tools and resources to galvanize their marketing strategies and drive sustainable and profitable growth in a multicultural America.
This virtual workshop is for teams or individuals involved in the development of marketing strategies, working closely with their creative and media agencies, focusing on engaging and activating multicultural audiences, through authenticity, transparency, and rigorous measurement. It can serve as a great introduction for those new to the multicultural marketing process or a welcome refresher for seasoned professionals.
It is particularly relevant for Brand and Performance Marketing teams; Marketing Research or MarTech teams may also benefit. Relevant for B2C, B2B and hybrid marketers, the content can be tailored to accommodate any career level.