Sensis Poised for The New “Total Market”

Aug26

Posted by Rosemary Kimani

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On August 7th, 2014 I had the opportunity to represent Sensis and attend REFRAME: THE SUMMIT – The 2nd Annual Total Market Summit & Awards Event in New York City.

Jeff Bownan, the founder in response to the emerging new marketplace describes REFRAME as an event that prepares brands and marketers for the new marketplace because “over the next 5 years, multicultural consumer segments will account for 80% of the US population growth. This hyper growth is macro and will impact and challenge all businesses as to how they remain relevant internally and externally in the marketplace”.

In attendance and in search for answers were big brands such as MetLife, Kimberly Clark, Pepsi, etc. Global agencies such as Ogilvy, FCB and smaller agencies like Conhill, LatinWorks, Walter Isaacson and others. The mission unveiled at the conference was Total Market Enterprise™, which is about preparing and transforming enterprise organizations for the new marketplace in the US and globally.

After listening to panel discussions about how to build the right experiences to engage the new marketplace, how Total Market Enterprise™ transforms marketing and agencies, The Marketplace Opportunity, Foundations and Non-Profit’s approach to Total Market and one of my favorites, trends into the future, I was struck by a couple of things;

  • Millennials are the last generation in America today to be majority White.
  • The future lies where digital and multi-cultural converge.
  • Brand struggling on how to adapt to this new marketplace.
  • Agencies (like FCB) adopting new cultural sensitivity trainings.
  • There is still a place/role for targeted communications.
  • There is no “one-right way” of approach the new “Total Market.”

I’m thrilled I had the chance to attend the conference.  I was happy to see that brands and agencies alike are struggling to adapt.  The one thing that I was left with, is that the diverse and cultural makeup of Sensis really does have us positioned to meet the needs of the new “Total Market.”

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Apple Has a Great TV Commercial, Why Does It Piss Me Off So Much?

Aug18

Posted by Javier San Miguel

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Among the 2014 Emmy Award nominees for Outstanding Television Commercial is “Misunderstood,” an emotional bit of holiday pathos delivered last December courtesy of Apple. The spot does everything a good TV ad should: it tells an emotionally resonant story in largely visual terms, seamlessly integrating brand and product placement in a relevant, consumer-based context. Too [...]

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Two Models for Two Hispanic Markets

Aug07

Posted by Jose Villa

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Two of the hottest topics in Hispanic marketing in 2014 have been the “Total Market Approach” and Hispanic Millennials. The emergence of the Total Market Approach in the last couple of years has kicked off a heated debate in the marketing industry around which marketing model makes the most sense: Multicultural Marketing – targeted marketing efforts to [...]

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Did Hemingway Write The World’s First Tweet?

Jul21

Posted by Javier San Miguel

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Legend has it Ernest Hemingway wrote the following line in response to a bar bet that he could write a complete novel in six words: “For sale: baby shoes, never worn.” Regardless of authorship, the line is certainly rich. Is this a woman’s story? Did she lose her child to abduction? Was it a miscarriage? [...]

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The Future of Advertising to Asian Americans

Jul17

Posted by Joyce Lu

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This past May, President Obama recognized the contributions of Asian Americans and Pacific Islanders to this country in his AAPI Heritage Month speech. Asian Americans have long been known as a fast growing population in the U.S., and they have now surpassed Hispanics as the largest immigrant group entering the U.S. from 2010 to 2012. [...]

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2014 FIFA World Cup: The Newest Digital Cross-Cultural Brand

Jul08

Posted by Jose Villa

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In the last year I have introduced a new approach to marketing which I have coined cross-cultural marketing. Cross-cultural marketing can best be defined as one marketing program that leverages ethnic markets to reach across both ethnic and general markets (i.e. the total market). Cross-cultural efforts start with ethnic segments and result in marketing programs that cross over [...]

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Leveraging America’s Diversity for Business Growth

Jun27

Posted by Rosemary Kimani

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In the US today, Hispanics, African-Americans and Asians are increasingly forming a larger part of our nation. According to new data from Geoscape, Asians, African-American and Hispanics will contribute nearly 90% of the population growth between 2014 and 2019.  Not surprisingly, Hispanics are driving this growth and by 2019, the United States will be home [...]

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Futurecasting Hispanic Millennials and the new “Hispanic Initiative”

Jun05

Posted by Jose Villa

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More organizations are paying attention to Hispanics and Hispanic Millennials are drawing a great deal of that attention for reasons discussed in our recently released Hispanic Millennial Project: Hispanic Millennials make up the second largest Hispanic cohort living in the U.S. – accounting for 25 percent of all Hispanics Hispanic Millennials account for a sizeable proportion [...]

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How #Cross-Cultural Trends are Influencing the Evolution of Music

Jun01

Posted by Daniel

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  For the past 50 years it seems as though America has under gone a cross-cultural phenomenon without taking notice.  The growing evolution of minorities has silently permeated into the U.S. Census figures, yet the majority of Americans are not recognizing from a self-awareness perspective, the positive contributions that cross-culturalism is having on American culture. Oftentimes, we take for granted many of the things in [...]

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It’s a collaborative economy. Is your brand a willing participant?

May13

Posted by Rosemary Kimani

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Whole industries are being shaken and disrupted by seemingly small startups.  Startups that appear to come “out of nowhere” and turn industries and markets upside down. Let’s take a look at Airbnb as an example. With a $10 billion valuation, Airbnb would be valued much more than hotel chains with deep histories and roots in [...]

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