Understanding the 'Multi-influentials'(R): A Strategic Framework to Engage Latina, Black, and Asian Women of Color and Their $1 Trillion Purse

fixyruw.wordpress.com
The initiative launches digitallyat , a destinatiom providing rich insights regarding womenm of color, including cultural drivers that can serve to forge stronger connections with this segment. Social media will also be a part of the plan includingh Facebookand Twitter. Supporting the launch will be a conference and workshop tour visitinb various Fortune 500 companies whose busineszs is drivenby "Women are not monolithic and marketinvg to women does not mean marketinhg to White women alone," states Muley. "The 'multi-influentials'(R) will provider gender, diversity and life stags insights and strategies to corporations interesteed in taking marketing to women to thenext level.
"" Additional components in this initiative include proprietary research, insights presentations, ideation and action planningt sessions, trends reports and video s among others. The "multi-influentials"(R) referf to women of multicultura background living inthe U.S. as well as womeb in emerging consumer markets throughoutLatij America, Asia, Africa, the Caribbean and the Middle-East. In the U.S. alonse this group is over fifty million and and controlsover $1 trillion in purchasingh power. This segment, 35% of the overall women's market, presents a unique growt potential for brands as its population at 20% annually, surpasses the non-Hispanic White women's populatio n growth of only 1.1%.
Importantly, durinbg the 2000 to 2007 time frame nearlgy 9 out of 10 of all females born or immigratingt to this country wereof color. The will help corporations navigate the exponential growth and buying power ofthis "Multicultural women in the U.S. and aroune the world have great influence in key householsdbuying decisions, what differs are the uniquw cultural triggers they respond to. Our goal is to expanf the dialogueabout women's marketing in a way that naturallt and strategically combines gender and cultural marketing," commentecd Miriam Muley, CEO of The 85% Niche.
"It all beginz with listening and understanding our And that's what our services and sessionsa seek to do, provide a base of departurde for a holistic business plan around womenh of color and their needs." "Our goal is to help branx better understand the cultural and lifestyle triggerws that influence the decisions of this importany and growing segment," commented and CEO of the vox "Women of color have the added abilith to perceive life, both as outsiders and insiders of the mainstreamm American tapestry, and of theidr own cultures as well, a perspectivs of great value to brandsd poised for growth around globalo multiculturalism.
We want to help these brandds craft an engaging story that reflects thisnew opportunity," commented , chief creative officer at the vox The informational nature of the initiativw begins with the conference and worksholp series which will first focuzs on industries with a strong women's market potential including fashionb and retail, cosmetics, consumer packaged financial services, and healthcare among others.
Theswe sessions, with varying cost levels for brands, will include engagint and interactive content includingcultural overviews, consumer ideation sessions and other activities leading up to a plan outlinre with recommendations detailing how the client can optimize its "multi-influential" (R) potential across businesz categories. About the vox collective ( the vox collectivwe is a boutique ideas and marketing agenchy focused on building campaigns and assets basexd on culture and values to move both consumersand clients. Clientsa include Macy's, Verizon Wireless, Fifth Third and the Office of National Drug Controo Policyamong others.
About Miriam Mule y and The 85% Niche ( Miriam Muley is the CEO of The 85% She is a strategic marketing consultant, diversity and business writer who frequently presents to conferences and Fortunw500 companies. Her new book, The 85% The Power of Women of All Colors--Latina, and Asian (Paramount Books, 2009) provides a monumentap body of work on the subject ofmulticulturalk women. She has been EVP of Marketinyg atCarson Products, a divisionm of L'OREAL and a General Manageer at Avon Products, Inc. Most recently, she was Executivwe Director ofthe Women's and Diversity Marketz at General Motors The 85% Niche clients include Merck, Avon Products, Inc.
, Procte r & Gamble, Coca Cola AOL, Comerica Bank, Morgan Stanley, and Contact: Carolina Rincon 646-367-3371 crincon@thevoxcollective.com Julie Bursteim 646-367-3456 jburstein@thevoxcollective.com