The “Total Market” Approach – HispanicAd.com

November 08, 2013 by David R. Morse.- A research study sponsored by AHAA, presented by Carlos Santiago, CEO of Santiago Solutions Group, affirmed that this is not just the stuff of visionaries; already more than half of advertisers have some version of a total market strategy.

November 08, 2013 by David R. Morse / New American Dimensions, LLC
When I walked away from the ANA multicultural conference on Wednesday I felt high. No, I wasn’t smoking anything. I was high on what several presenters called the “Kool-Aid” of the “total market.” […]

The agreement of Corporate America’s senior executives seems to give testament that the days of fighting over table scraps for corporate dollars — despite our country’s demographic revolution — are over. “We are not in Kansas anymore, and the general market doesn’t look the same,” said Marelena Peleo-Lazar, Chief Creative Officer of McDonald’s. Many echoed her sentiments. Lauventria Robinson, Vice President of Multicultural Marketing at Coca-Cola affirmed,  “Marketing 101 means Total Market,”  Tony Rogers, Senior Vice President of Marketing and Advertising at Walmart, agreed, “The whole idea of total market implies that you are just a marketer,” he said, adding,  “Don’t let yourself be defined as ‘I am a Hispanic marketer’, or ‘I am an African American marketer.'” (Thank you, Chiqui Cartagena, for taking such good notes. Read her great piece in Ad Age). […]

A research study sponsored by AHAA, presented by Carlos Santiago, CEO of Santiago Solutions Group, affirmed that this is not just the stuff of visionaries; already more than half of advertisers have some version of a total market strategy. […] Still, I am hopeful.  For the first time in my multicultural marketing career of about fifteen years, it seems that the marketing community has collectively gotten it right.  It acknowledges the siloed approach to marketing didn’t work. It recognizes that multicultural marketers need to have a seat at the table.  And it appears that the well-worn argument that the general market is now multicultural has more than its share of converts. […] Most importantly, I am affirming that we as multicultural marketers, have an unprecedented opportunity — indeed, responsibility — to allow the voices of the “new” America to be heard.

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