Case Study: How did a 125 year-old, commodity based company successfully market to the multicultural population?
Learn how an old, conservative company deployed a multicultural marketing effort 13 years ago and grew it to an indispensable nationwide initiative today. It started with the Hispanic segment and now includes initiatives in 10+ key multicultural segments. See how the implementation of tying marketing to revenue and tracking ROI and progress was key to the survival of the program. A key takeaway is how multicultural marketing begins with key data insights to help pinpoint key market segments that are growing, followed by internal cultural intelligence training for customer-facing employees and managers and the development of resources like marketing materials in 24 languages, a website in 6 languages and other key marketing tactics.
