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Addressing Total Market
Research Initiative
Clients & Agencies TM Roundtables Report
TM Client Roundtable
June 3, 2014
Car...
Total Market
Client Roundtable Participants
Director Multicultural Marketing – Dunkin Brands
Director, Shopper Marketing, ...
TM Roundtables
3
4
.
USA
Multicultural
Nation
Mainstream Redefined
77%
23%
of U.S.
pop
growth
Multicultural Drives…
5
84%
of Buying Power growth
in Top 10 TM states
43%
57%
43%
77%of U.S. j...
6
62%
20%
12%
6%
38%
48%
34%
7%
11%
WNH HISP
AANH AONH
52%
53%
28%
5%
14%
47%
Multicultural Share of
Employed Millennials
...
‘General Market’
Message?
7
One
Focus on the
Growth
Opportunity
Total Market Approach
(TMA)
8
TMA Definition
9
A marketing approach followed by corporations with their
trusted internal and external partners which pro...
Anatomy
of Total Market Approach
10
Brand
DNA
Total Market
Business Planning
(GM and MC cuts)
Today: GM and MC planning
ar...
.
What TMA Is
• Supported and shepherded at the highest level of the
organization.
• Intends for all marketing executives ...
What TMA Is Not
• One size fits all cost reduction plan.
• Translation or adaptation of a general market campaign
without ...
HUGGIES: A TM Case Study
When & How to Apply Total Market
13
Core Brand
Strategy
Growth Strategy Emerging Needs -
Innovati...
Client – Agencies
Models In Action
Model #1 Client Leads/Includes All Agencies
Simultaneously
Model #2 A Selected Agency L...
Beyond TM Definition & Criteria…
• Marketers are seeking best practices for effective integration
and implementation of TM...
To share case studies, questions, comments, or participate
in TM Roundtables, please contact:
Gilbert Davila, Chair Multic...
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Total Market Collaboration AHAA-ANA Chicago June 2 Leaders Forum Update

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Total Market Collaboration AHAA-ANA Chicago June 2 Leaders Forum Update

  1. 1. Addressing Total Market Research Initiative Clients & Agencies TM Roundtables Report TM Client Roundtable June 3, 2014 Carlos Santiago Chair, AHAA Research-Thought Leadership Committee Chief Strategist, Santiago Solutions Group
  2. 2. Total Market Client Roundtable Participants Director Multicultural Marketing – Dunkin Brands Director, Shopper Marketing, Category Advisory & Multicultural Capacities –The Clorox Company Associate Director, Brand Marketing Multicultural Kellogg’s Company Executive Vice President Association of National Advertisers President & CEO Davila Multicultural Insights, Chairman ANA’s Multicultural Marketing & Diversity Committee Bill Duggan Xavier Turpin Christopher Rivera David Cardona Gilbert Dávila Chief Strategist Santiago Solutions Group Chair, AHAA Research-Thought Leadership Committee Carlos Santiago Director Multicultural Marketing – Kimberly ClarkLizzette Williams
  3. 3. TM Roundtables 3
  4. 4. 4 . USA Multicultural Nation Mainstream Redefined
  5. 5. 77% 23% of U.S. pop growth Multicultural Drives… 5 84% of Buying Power growth in Top 10 TM states 43% 57% 43% 77%of U.S. job growth aggregate income 19% 45% 16% 21% WNH HISP AANH AONH 81%of U.S. job growth Source: SSG Total Market ROI Watch; Analysis of BLS Quarterly Census of Employment and Wages Q1 2014 v 2013; Selig 2010-2013; SSG 10 Most Influential TM States model
  6. 6. 6 62% 20% 12% 6% 38% 48% 34% 7% 11% WNH HISP AANH AONH 52% 53% 28% 5% 14% 47% Multicultural Share of Employed Millennials Of Millennial Job Growth MC Share of Millennial Incremental Personal Income Multicultural Millennials Source: Santiago Solutions Group Total Market ROI Watch, analysis of BLS Quarterly Census of Employment and Wages q1 2014 v 2013; Selig 2010-2013; 10 Most Influential TM States model
  7. 7. ‘General Market’ Message? 7 One Focus on the Growth Opportunity
  8. 8. Total Market Approach (TMA) 8
  9. 9. TMA Definition 9 A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception, through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communications this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.
  10. 10. Anatomy of Total Market Approach 10 Brand DNA Total Market Business Planning (GM and MC cuts) Today: GM and MC planning are managed separately Integrated Outcome Differentiated Outcome Business Problem
  11. 11. . What TMA Is • Supported and shepherded at the highest level of the organization. • Intends for all marketing executives to be well versed on relevant segments and feel that they have “skin in the game”. • Reflected and embraced across the organization, its partners and its communications strategy. • Characterized by a collaborative dynamic between the marketer and the partner agencies from the outset. • Recognizes that the market is composed of a more diverse mainstream in addition to individual ethnic segments. • The sum of “GM“ strategies that are culturally nuanced, PLUS dedicated segment strategies. • Reflected at the strategic AND the tactical/executional level. 11
  12. 12. What TMA Is Not • One size fits all cost reduction plan. • Translation or adaptation of a general market campaign without diverse consumer insights from the beginning of the process. • An assignment that is a consideration only for the multicultural team. • Lead agency sets the strategy without effective integration of MC and GM from inception. • A short term test or project. 12
  13. 13. HUGGIES: A TM Case Study When & How to Apply Total Market 13 Core Brand Strategy Growth Strategy Emerging Needs - Innovation Multicultural = 50% of babies TODAY Scented Baby Wipes Births driven by a few key Multicultural regions INTEGRATED & Shared by: Lizette Williams, Director Multicultural, Kimberly-Clark DIFFERENTIATED
  14. 14. Client – Agencies Models In Action Model #1 Client Leads/Includes All Agencies Simultaneously Model #2 A Selected Agency Leads Multi- Agency Team Model #3 One Agency Responsible for “GM” Work and Segment Work 14
  15. 15. Beyond TM Definition & Criteria… • Marketers are seeking best practices for effective integration and implementation of TMA. • Potential next steps and topics of development in the AHAA- Client journey could include elements like: 15 Ad Messaging Defining TM Insights Planning & Strategy Media Planning & Buying Refining ROI Modeling & Metrics Shopper Marketing Org Structure & Education Customer Experience Digital Agencies Model Validation of Concept –Case Studies Planning Communic ations Front-End Validation Tracking TMA Evolution Highest Need = Priority Completed In-Progress
  16. 16. To share case studies, questions, comments, or participate in TM Roundtables, please contact: Gilbert Davila, Chair Multicultural & Diversity Committee: GILBERT@DAVILAMI.COM Carlos Santiago, Chair, AHAA Research Committee: Carlos@SantiagoSolutionsGroup.com 16

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