Alliance Multicultural Solutions

"For we know that our patchwork heritage is a strength, not a weakness. We are shaped by every language and culture, drawn from every end of this earth. We are a nation of Christians and Muslims, Jews and Hindus, and nonbelievers."

President Barack Obama, Presidential Inaugural Address - January 20th, 2009

U.S. Multiculturalism

Consumer segmentation is not a marketing craze or for that matter some new trend. It is simply the new face of marketing for the 21st Century; the new reality. Is the natural evolution of decades of advertising and marketing expertise and learning. It is an evolution in the demographic makeup of the population and the psychographic profile of the many segments that make up this country's consumer population.

BUT MULTICULTURAL MARKETING AS WE THINK WE KNOW IT...IS DEAD!

The world economic crisis, as well as the recession, the new census 2010 and the advent of digital and internet technologies has forever changed and challenged how marketers will engage U.S. consumers moving forward! The general market approach no longer exists and has been redefined by segmentation.

As this face of the American consumer evolves, so must the way we approach our marketing efforts. This is where and how the Alliance Media Companies can help.

More than one third of the U.S. population - and growing FAST - is made up of minorities.

(Above: Nike advertisement on Clear Channel Outdoor)

As a whole, the entire country is changing. But the effect this evolution has had on the major urban areas, media usage, consumer buying patterns, the distribution of goods and services, and communications is mind boggling!

The days of broadcasting a general market message in mass and gaining market share are long gone. Ethnic and segment markets are now the building blocks to an overall marketing effort. To build any significant and successful advertising campaign, marketers must now understand the complexities of these segments, be able to reach them, engage them, persuade them and most importantly convert them to consumers that purchase product and services. Then they need to retain them! And as more and more "ethnic" media comes and goes, understanding the right channels of engagement will be key!

Our goal at Alliance Multicultural Solutions is help you acquire those building blocks and ensure that the process, from that first step, is as successful as possible.

Cultural Evolution is a Marketing Revolution

Alliance Multicultural Solutions is the offspring of Alliance Media & Communications, originally Alliance Hispanic Media Inc., established in 2001.

What began as a company dedicated to effectively reaching the U.S. Hispanic community is today the realization that the so-called "general market" no longer exists; that the melting pot of old, somehow fitting neatly into this larger world of consumers is today described as "a salad bowl," "a mosaic," in essence an organism made up of inumerable ethnicities, cultural influences, societal and psychological codes that influence everything for the consumer to the marketer, to the media that serve these segments.

The Hispanic market is still a big part of the Alliance companies, but it is multiculturism, segmentation and cross-segmentation that will define the complexity of reaching the hundreds of possible communities evolving so rapidly across the U.S. marketing landscape.

With our experience and understanding of media comes the ability to find solutions to any challenge.

Alliance Multicultural Solutions is positioned to evolve with this fast growing movement.

Sunday

Jan112009

HOY is in the Timing

Sunday, January 11, 2009 at 09:17PM

The following Blog is now online at HispanicAd.com.

There was a time when the demise of the New York Spanish language daily, HOY, would have sounded like sweet music to my ears.

The news of HOY’s closing would have come in a similar fashion as it did last week: a phone call from some agency friend asking if the rumor could be true, a news bit on 1010Wins Radio, or some email or news clipping from the New York Daily News business section. In those days I would have been thrilled. A celebration might have followed…at least at my office.

That was back in 2000 when I was working as general manager of el diario /La Prensa and the audacity of the Tribune Company to dare challenge el diario/La Prensa’s prominence, its almost 100-year history in serving New York’s Hispanic community was nothing short of insulting, transparent, greedy and - dare I say - stupid!

(To read the rest of this Blog and respond, Please visit El Blog on HispanicAd.com) (HOME PAGE)

Roger Gonzalez |