Transcription
Addressing Total MarketResearch InitiativeClients & AgenciesRound Tables ReportApril 20141
Research ObjectiveAHAA in collaboration with the ANA and multiculturalmarketing associations engaged advertisers and agencypartners to investigate the evolving multicultural marketingpractice – the widespread segment-specific model and theemerging practice of total market approach.The goal is to Aid the marketing industry (advertisers/brands/agency &consulting partners) to determine the criteria and successfulapplication of each model Propel the progress of advertisers & partners in a proactive,fact-driven way Deliver a playbook with standard guidelines for improvedmarketing impact2
Getting Total Market RightOverall Platform PhasesIMPROVEDMarketingOutcomes1. Benchmark Learn broadtrends Share Findings BeginCommunications @ ANA M/C2. Best PracticesRoundtables Collect NarrowerDeeper Feedback &Identify BestPractices Develop standards Share BestPractices @ AHAAApril 14 Conf3. Education Disseminate &developeducationplatforms Webinars,Videos Conferences3
TM Roundtables4
Context5
USAMulticulturalNation6
38% of the U.S.Population7
One General MarketMessage?8
84%of all U.S. populationgrowth from 2000-2010 camefrom Hispanics, AfricanAmericans and AsiansSource: U.S. Census Bureau9
Focus on theGrowth Opportunity10
Total Market Approach(TMA)11
TMA DefinitionA marketing approach followed by corporations with theirtrusted internal and external partners which proactivelyintegrates diverse segment considerations. This is donefrom inception, through the entire strategic process andexecution, with the goal of enhancing value and growtheffectiveness.In marketing communications this could lead to either onefully integrated cross-cultural approach, individual segmentapproaches, or both in many cases, but always alignedunder one overarching strategy.12
What TMA Is Supported and shepherded at the highest level of theorganization Intends for all marketing executives to be well versedon relevant segments and feel that they have “skin inthe game”. Reflected and embraced across the organization, itspartners and its communications strategy. Characterized by a collaborative dynamic between themarketer and the partner agencies from the outset.13
What TMA Is(Continued) Recognizes that the market is composed of a morediverse mainstream in addition to individual ethnicsegments. The sum of “GM“ strategies that are culturally nuanced,PLUS dedicated segment strategies. Characterized by a collaborative dynamic by themarketer and the partner agencies from the outset. Reflected at the strategic AND the tactical/executionallevel.14
What TMA Is Not One size fits all cost reduction plan. Translation or adaptation of a general market campaignwithout diverse consumer insights from the beginning ofthe process. An assignment that is a consideration only for themulticultural MC team. Translation or adaptation of a general market campaignwithout diverse consumer insights from the beginning ofthe process. Lead agency sets the strategy without effective integrationof MC and GM from inception. A short term test or project.15
Research Roundtable:Total Market - The ClientPerspectiveAHAA, ANA, Clorox, DunkinBrands, Kimberly Clark, Kellogg’s16
Client Roundtable Participants:Bill DugganExecutive Vice PresidentAssociation of National AdvertisersGilbert DávilaPresident & CEO Davila Multicultural Insights,Chairman ANA’s Multicultural Marketing andDiversity Committee.David CardonaDirector, Shopper Marketing, Category Advisory &Multicultural CapacitiesThe Clorox CompanyChristopher G. RiveraAssociate Director, Brand Marketing MulticulturalKellogg CompanyXavier TurpinDirector Multicultural Marketing – DunkinBrands17
Dunkin’ DonutsThe Clorox CompanyKimberly ClarkTMA CASE STUDIES18
HUGGIES: A Case Study ofWhen & How to Apply Total MarketINTEGRATED &Core BrandStrategyGrowth StrategyDIFFERENTIATED Births driven by a few keyMulticultural regionsShared by: Lizette Williams, SeniorBrand Manager, Kimberly-ClarkMulticultural 50% of babiesTODAYEmerging Needs InnovationScented BabyWipes19
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Anatomy of Total Market ApproachTotal MarketBusiness Planning(GM and MC cuts)Today: GM and MC planningare managed separatelyBusinessProblemBrandDNAIntegrated OutcomeDifferentiated Outcome21
One Challenge One Target One Strategy One Challenge: One Target:One Strategy: HHP declines StrongCommonalitiessuggested TMstrategy wouldworkPine-Solcleansup the thingsin life thatstink Brand DNAwork uncoveredchallenges withtarget Cultural IDCore MotivationCleaning processWhen she cleans shewants22
Quant and Qual Validation withConsumers“I like that it includes the family. That speaks to me. They just came back from agreat trip together and now it’s back to reality, back to the mess.” [BiculturalHispanic]“I’ve done this beforeso I can relate. I alsolike it because familyis really important tome and that’s one ofthe messages that Igot from this ad.”[Caucasian]“I always use Pine-Sol inmy garbage can. I pour alittle on the bottom sothat it helps fight thenasty garbage smells.”[African-American]“This happened to me so I can relate. Pine-Sol works great here because itneutralizes the odor.” [Unacculturated Hispanic]23
Research Roundtable:Total Market The Agency Perspective24
TMA Client – Agencies ModelsFive Areas TMA Is Reflected In Delivering gyCampaign CampaignDevelopment Development Execution25
Models In ActionModel #1Client Leads / Includes AllAgencies SimultaneouslyCharacteristicsAll agencies go through briefing anddevelopment together at the sametime.ProsClient reviews GM and segmentwork unfiltered and is able to let thebest ideas surface.ConsPotentially more time consuming.26
Models In ActionModel #2CharacteristicsA Selected Agency LeadsMulti-Agency TeamSelected agency ensures appropriate insightsand cultural nuances are considered/embeddedin all agencies’ work.Agency may be selected because of overallcapabilities, relevant consumer expertise or acreative shoot out.ProsClient gets the benefit of collaboration andintegration from all their agencies.ConsPotential lack of inter-agency collaboration.27
Models In ActionModel #3One Agency Responsible for“GM” Work and Segment WorkCharacteristicsOne agency brings a total market solution anddoes the entire campaign.Agency may sub-contract partners.ProsOne point of contact.Potential for increased integration.ConsClient risks not capturing the full benefit of theTotal Market Approach.Risk of segment expertise fidelity loss.28
Other AgencyModels?29
How Do AgenciesAdapt To Better ServeClients?30
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Lead agency sets the strategy without effective integration of MC and GM from inception. A short term test or project. 15. Research Roundtable: Total Market - The Client Perspective AHAA, ANA, Clorox, Dunkin Brands, Kimberly Clark, Kellogg’s 16. Client Roundtable Participants Director Multicultural Marketing –Dunkin Brands Director, Shopper Marketing, Category Advisory .
