Blog Archives

Total Market Strategy For Public Awareness Campaigns

Best practices and opportunities from Every Student Present initiative to reduce high absenteeism in New York schools. The Every Student Present public awareness campaign, spearheaded by the Council on Children and Families (CCF), helps school leadership, parents, and communities to

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Posted in Advertising/PR, Best Practices

Targeting ethnic groups without alienating the broader market

Lessons from political advertising for the 2013 New York City (NYC) elections. Cultural relevance is a key consideration for politicians wanting to gain votes in NYC. Due to its longstanding history of international immigration and the size of its various

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Posted in Advertising/PR, Best Practices

Jeans: What’s “Hispanic” About Them? – Part II

Product fit is another way to appeal to ethnic shoppers beyond language. Recently, I wrote about Hispanic initiatives needing to go beyond the translation of marketing messages and how a retailer might adapt its merchandising for jeans to appeal to

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Posted in Merchandising, Product Ideas

Jeans: What’s “Hispanic” About Them? – Part I

Go beyond language to increase sales among ethnic shoppers. Many executives assume that the need for a Hispanic marketing program stems from a language barrier. Since US Hispanic growth is mostly due to births, they conclude, investments in Hispanic marketing

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Posted in Insights, Merchandising