AHAA Total Market Roundtable Reports for AHAA Conference

AHAA: The Voice of Hispanic Marketing in collaboration with the ANA and other marketing associations engaged advertisers and agency partners to investigate the evolving multicultural marketing practice – the widespread segment-specific model and the emerging practice of total market approach. This deck as presented at AHAA’s 2014 Conference in Miami, covers the outputs of Phase 2 of this initiative: A consensus Total Market Definition to aid the marketing to consider and successfully apply the desired model, based on consistent criteria. This is a portion of an overall playbook with standard guidelines for improved marketing impact that AHAA & ANA have been collaborating on. Carlos Santiago, Chief Strategist at Santiago Solutions Group, leads this initiative in his role as Chair of AHAA’s Research Thought Leadership Committee together with Gilbert Davila, Chair of ANA Multicultural, President of Davila Multicultural Insights.

As Presented at AHAA 2014 Conference

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