Win With Ethnic Consumers: That’s the Rallying Cry at ANA Conference

It’s amazing to hear C-level executives –- from Pepsico to Home Depot, Miller Coors and Walmart — tell the crowd of over 700 people that marketing to ethnic consumers has become a business imperative for their corporations, and that the only way they are going to achieve their numbers in these tough economic times is by focusing on Latinos, African-Americans and Asians.

After two full days of presentations, for me the key takeaway boiled down to a realization that I think may help you demystify this thing called multicultural marketing: Think of it as global marketing, but focused on one country.

Read the entire article at Ad Age.