October 29th, 2019 | Co-Hosted by Walt Disney Company, Los Angeles, CA
December 10th, 2019 | Co-Hosted by Univision in New York City, NY
Our members report that while some dedicated marketing remains essential, the impact of diverse segments on the mainstream has reached a turning point. With Multiculturals now surpassing 40% of the total US population and many young consumers embracing fluid identities, the purchasing behavior of the majority of Americans is now being influenced by increasingly diverse social networks, new sources of online influence, and new kinds of content and advertising.
The 2019 Executive Roundtables will build on our 2018 agenda which explored how to emotionally and authentically connect with diverse segments. Register now to obtain critical insights and actionable recommendations into how marketers will win in this new landscape by using the power of culture to unleash brand growth.
The Roundtable Experience
Morning Session
Master Influence, Not Only Influencers:
Drive Growth by Maximizing Influence through Diverse America’s Social Networks
Recent research calls into question the value of celebrity influencers to boost sales. Nevertheless, many brands continue to over-rely on these influencers, often at the expense of potentially better performing approaches that focus on driving influence between individuals in a social group.
To successfully activate influence in these groups, brands need to understand not only how social networks vary, but also how influence patterns differ by segment and across categories.
This presentation centers on a large survey-based study designed to answer these two questions and will be supported by a workshop to bring the ideas to life with your consumers
Attendees will learn:
- How social networks vary by race/ethnicity and generation
- How influence can vary by category
- Which segments are more and less susceptible to or likely to drive influence
- How to activate consumers using these insights on influence
Afternoon Session
Keys to Culturally Fluent Creative:
Best Practices for Developing Culturally Fluent Ads that Win Across Segments.
As America becomes increasingly diverse and polarized, many brands are struggling to understand how to best activate consumers. Our AdRate research shows that the once-safe haven of functional messaging is often trapped between the no-wins of unmemorable content or unintended backlash, while dedicated campaigns are off limits for all but the organizations with the deepest pockets.
This study leverages the AdRate methodology and 2019 database, which consists of more than 30,000 responses to over 100 ads, to identify best practices that demonstrate “cultural fluency,” the authentic representation of cultural cues that win with all consumers.
AdRate provides an innovative new approach to evaluate ad effectiveness, using machine learning and facial tracking and new metrics like Groundswell and Backlash to understand what wins and why with different consumer segments.
Attendees will learn:
- Which ad features are most strongly correlated with positive changes in brand favorability and purchase intent by category and segment
- What types of ads—i.e., translated, transcreated—work best for bilingual and Spanish-dominant Hispanics and why
- How to create ads that are likely to have high virality—i.e., people will share or talk about
- Examples of culturally fluent ads throughout
Unleashing culture to drive brand growth