Successful organizations like AMA Charlotte are powered by deeply committed people working shoulder-to-shoulder, behind the scenes, to keep them alive. As the Chapter launches its new programming year, I had the pleasure of talking with Sara Beaty, the new President, about why she took on this huge responsibility.
ift testing is one of the most commonly used methods for evaluating programmatic efficacy. It's common to see large programmatic budgets of $20M+, especially amongst DR marketers, be distributed to vendors purely on the basis of incremental lift.
How do we become a creative genius? Is anyone capable of striking an idea that leads to a creative achievement? Where do those lightening strike ideas come from and how can we have them?
According to Allen Gannett's book "The Creative Curve", there is a science behind achieving commercial success in any creative endeavor.
Meet Allen Gannett. CEO and founder of TrackMaven, a marketing analytics software platform that helps marketers, like yourself, take a deep breath and easily prove your marketing ROI across every channel. If you’re like most marketing professionals, you can definitely relate to justifying your marketing game. TrackMaven gives you a leg up - they take care of the dirty work and make you, the marketer, look like a rockstar.
Madonna sang about living in a material world and I’m here to tell you that we are living in an omni-channel world. Marketers now need to provide a seamless experience, regardless of channel or device. The rise of digital technologies and the intersection of data combined with a millennial generation present challenges that skilled marketing practitioners need to get their strategic arms around.
This post is by our annual sponsor AC&M Cultural Marketing.
Every year around this time, brands begin to bombard Hispanic consumers with special promotions, ad campaigns and cameo appearances in the community. Many brands take advantage of Hispanic Heritage Month (September 15 to October 15) to engage with the U.S. Hispanic community and celebrate Hispanic heritage and culture. But are they perceived as authentic?
Yes, celebrating our success and contributions to this wonderful country is important, and I applaud all of the companies that leverage community events and craft campaigns to engage with Hispanics during this special time period. But, if the Hispanic community is such an important consumer (and I can give you trillion$ of reasons to care), shouldn’t brands be connecting with us year-round? Hispanic marketing outreach shouldn’t be limited to 30 days. Hispanic outreach should be incorporated into a brand’s ongoing marketing efforts.
Here are 4 tips to help brands connect with Hispanic audiences beyond Hispanic Heritage month and create long-lasting authentic customer relationships:
1. Partner with Local Organizations & Events: Yes, many events and celebrations take place during Hispanic Heritage month, but they also take place throughout the year. Support your local organizations and events, i.e. attend a luncheon, sponsor a scholarship program, or provide supplies for a back-to-school drive or community event.
2. Know Your Audience: You can’t lump all Hispanics into one bucket. Many are bicultural, bilingual and live in a complex duality with family heritage and American traditions. Create initiatives and campaigns that can speak to specific market segments. Find their passion points. For example, buying Spanish-language radio can help you reach abuelita, but a Snapchat filter may help you reach “Bi-llenials” (Hispanic Millenials).
3. Be Inclusive: As we shift to a minority-majority nation, all marketing efforts should be inclusive of minorities. You don’t need a specific campaign to engage with Hispanics – as you develop “general market” campaigns, you should be inclusive of Hispanics in your efforts. Ensure that the images that you create are reflective of people of different races, ethnicities and culture.
4. Be Consistent: In order for your brand to truly connect with this important consumer segment (and positively impact your bottom line), you need to be consistent in your outreach. Remember that your goal is to develop a long-lasting relationship with us and that means that we want you to engage with us often. Connecting with us in a meaningful way throughout the year will help Hispanic consumers truly embrace your brand.
Hispanic consumers account for more than 57 million in the U.S. with a buying power of $1.4 trillion. Hispanics are brand loyal, highly tech-savvy, bicultural, bilingual and super consumers. Brands need to make engaging with the Hispanic community a year-round commitment. At the end of the day, Hispanic consumers interact with brands that speak to them authentically.
AC&M Group is a full-service marketing agency that connects brands with consumers using cultural insights. Our motto is: Universal Ideas, Cultural Connections. Through our expertise in crafting culturally relevant campaigns, we help companies reach and efficiently communicate with the new mainstream. Based in Charlotte, AC&M Group has been developing culturally relevant creative campaigns for more than a decade and has expertise spanning industries within retail, food & beverage, soccer, travel, finance and home improvement / construction.
Greetings to our Members and Friends:
Many of you may have noticed that the American Marketing Association is going through a rebrand. We would like to explain why and what it means to you as Members/Friends of the American Marketing Association-Charlotte Chapter.
As Marketers, we understand the importance of a strong brand. In the past, each chapter has been allowed to create their own logos and other collateral, some of which fit with the brand and some that didn’t. One objective of this rebrand is to unite all our many chapters behind one strong brand. We want you to understand that all the chapters are working together with our international organization (now called the Support Center) to ensure that you are provided a community essential to all marketers-inspiring curiosity, fueling advancement and providing connection, this move is to make that collaboration more apparent.
As part of the brand evolution, the AMA is working to meld together thought leadership from its academic community and experts from the industry to deliver the most relevant and compelling knowledge for today’s marketers. With the most useful, current and rigorous content, the AMA will continue innovating as the marketing world’s best place for learning, curiosity, debate and connections.
If you haven’t visited our Support Center’s website lately, AMA Source , check it out-you will find a variety of topics addressed and some questions for you. A main focus of the new intellectual agenda an exploration of Seven Big Problems that marketers around the globe are wrestling with. These seven problems were compiled by asking marketers all over the globe what they thought were the most important questions confronting marketers now. Your Charlotte Chapter will join in this exploration of these seven problems in a variety of ways, so watch for opportunities to hear more about these compelling problems and how you can share your expertise/experience on these topics.
Let us know if you have any questions, Thanks for your support of the American Marketing Association-Charlotte Chapter!