Presenters from Verizon and La Agencia De Orcí describe their tactics for targeting African-American and Hispanic audiences.

As demographics take on a new mold, huge dollars are pouring into lucrative multicultural areas. Interactive media platforms and other popular technologies are becoming more accessible and popular among multicultural communities. Elements of various cultures -- such as music, certain color combinations, slang vocabularies or pop culture references -- are being successfully incorporated into campaigns for otherwise mainstream products.

In a 2005 survey conducted by the Association of National Advertisers, 86 percent of marketers indicated they currently market their brands to Hispanics; 60 percent indicated targeting African-Americans, while only 35 percent indicated targeting Asian-Americans. When asked to highlight which challenges they face are most prohibitive, 38 percent of respondents cited measurement of results, 34 percent cited funding and 13 percent cited lack of market research.

So, how exactly can your brand reach multicultural segments?

In this presentation, Verizon’s Prentice Parrish demonstrates how his innovative communications company has successfully targeted African Americans through interactive media integrated within an entire campaign. Additionally, La Agencia de Orcís’ Anne Howard teaches how to create compelling messaging for the Hispanic market.

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Speaker(s): Prentice Parrish, Senior Manager, Multicultural Marketing, Verizon and Anne Howard, Director of Online Services, La Agencia De Orcí

Format: 35:32, 12.2 MB, MP3