September 26-29, 2023
Washington, D.C.
September 26-29, 2023
Washington, D.C.
Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.
Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.
Putting minorities in the lead rather than an after-thought
Sally Bock (Sr. Director, Marketing, Fred Hutchinson Cancer Research Center)
Norberto Zylberberg (Founder and Chief Creative, Socialisssima)
Location: Room 146C
Date: Thursday, September 28
Time: 10:15 am - 10:55 am
Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!
Audience Level: Intermediate
Conference Theme: B2C
Session Type: Session
Track: Purposeful Marketing
Vault Recording: TBD
Audience Level: Intermediate
Marketing to diverse audiences goes deeper than casting Blacks, Latinos or LGBTQ+ people. Learn how to build and grow lasting relationships with minority consumers through content that is meaningful and responsive. In this session, we will explain what we have learned regarding minorities and their positive engagement in social impact marketing. The questions we will tackle will include:
- If trust is earned, how can marketers communicate with audiences who historically haven't found them trustworthy?
- Are the interests of minorities in the minority of US consumer opinion?
- Could putting minorities first build meaningful engagement that moves the general population?
Takeaway
- Learn how to build real insight into minorities' interests to drive a coherent strategy
- Using data and listening, you can deepen relationships across channels and expand your audience reach
- How to respond in an always-on media environment without losing precision in your messages
- How to balance media investment, data, creative assets and budget to achieve your goals