At the ANA Multicultural Conference: Goal to Increase Multicultural Advertising Budgets

More than 430 attendees participated in the ANA Multicultural Conference yesterday and Monday  in Boca Raton, FL.. The conference had a ratio of 60:40 per cent (60 per cent clients vs. 40 per cent Agency, Media, other)…

Armando Martin formerly Director, Multicultural Marketing Supervalu/ Albertsons, Tyrone Reid, Senior Director Multicultural Wal-Mart Stores, and Tony Suarez, VP Multicultural Marketing McDonald’s Corporation, agreed that "embracing cultural diversity is the smart thing to do."

Armando Martin said that marketers need to take into account two major trends: First the impact of the African American aged 18-22 on popular culture and, second, the fact that there is an 1800 mile border with Mexico. The three panelists agreed that multicultural budgets will get a boost, once Multicultural Marketing Specialists reach CMO positions at major companies.

All panelists in the digital media panel, including Isaac Mizrahi, Director Multicultural Marketing Sprint Nextel Corporation, Kay Madati, VP of Marketing of Community Connect, Inc., the mother company of social networking website, and Tamara Barber, data analyst, Forrester Research agreed that that there are huge opportunities in digital marketing to Hispanics, particularly in e-mail marketing and mobile marketing. Regarding the latter, the ANA, Association of National Advertisers, released a survey according to which 38 per cent of multicultural marketers are using mobile mobile market vs. just 28% in the general market. Twenty percent of multicultural marketers use social networks as ad platforms. Thirty-six percent of multicultural marketers  plan to advertise in Social networking sites vs. 19% for general market advertisers.

Other Speakers included Bill Lamar, CMO of McDonalds, as well as Alvaro Serrano, Senior Marketing Manager at Goya as well as Luis Altuve, U.S. Multicultural Consumer Marketing Director at Wrigley's, these speakers emphasized the importance of multicultural marketing practices and outlined their plans for 2008.