Multicultural Marketing

The Best-of-the-Best: Automotive Loyalty Award Winners Named

It was my pleasure to be a co-presenter last night, along with Edouard Tavernier, as 33 winners were recognized for automotive loyalty and conquest during the Polk Automotive Loyalty Awards presented by IHS. For those of you unfamiliar with how owner loyalty is measured, it’s determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same model or make.   This year's Polk Loyalty Awards recognized the best-of-the-best and winners...
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Asian Automotive Advertising Excellence Celebrated at 3AF Marketing Summit

The Venetian Resort in Las Vegas served as host to the 3AF (Asian American Advertising Federation) The 2012 Annual Asian Marketing Summit on May 16-17. The goal of the annual summit was to share marketing best practices and celebrate the leaders in Asian marketing. With Asian Americans representing one out of every 20 new vehicles purchased in the U.S., it's easy to see why automotive market leaders including Toyota, Honda and Nissan were well represented at the conference.
  • Nissan-Admerasia...
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The Not So General - General Market: An Analysis of the Euro-American Automotive Share

As the Head of Diversity & Inclusion for Polk, my peers and I often discuss multicultural marketing, primarily focusing on the growing importance of effectively reaching the African American (AA), Asian (AS) and Hispanic (HS) ethnic groups with relevant, automotive-related messaging. In the process, the non-AA, AS & HS community is often referred to as the "General Market." After doing some research, I found the General Market to be as culturally rich and diverse as the aforementioned groups....R...
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Classic Car Enthusiast Utopia - Cuba: The Eternal Dream Cruise

Classic car nuts brace yourself. What if I told you there is a place where classic cars of all levels from "A Work In Progress" to "Bloomberg Gold" status roamed the streets every day. What if I told you these classic beauties were driven by everyday people and not just cash-rich executives or successful entrepreneurs.A friend of mine, who is a Cuban native and very successful auto dealer in the U.S., recently visited his native Cuba. As I viewed some of his photos from Cuba, I asked,...
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Miami DMA - Diverse Automotive Market Summary

To help the public gain insight into the impact diverse market customers (African American, Asian and Hispanic) are having on the U.S. light vehicle industry, this is the tenth and final installment in a series of blogs focused on the Top U.S. markets based on volume year-to-date (YTD) through June 2011.The focus of this blog is the Miami market, also known as "The Gateway to the Americas," "The Capital of Latin America" or simply "The Magic City."  The area could be referred to as "The...Read...
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Houston DMA - Diverse Automotive Market Summary

To help the public gain insight into the impact diverse market customers (African American, Asian and Hispanic) are having on the U.S. light vehicle industry, this is the ninth installment in a series of blogs focused on the Top U.S. markets based on volume year-to-date (YTD) through June 2011.The focus of this blog is the Houston market, also known as "Space City" for its ties to NASA, "Hustle Town" by the growing Hip Hop culture or simply, "H-Town." The area could also be referred to...Read...
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Boston DMA - Diverse Automotive Market Summary

To help the public gain insight into the impact diverse market customers (African American, Asian and Hispanic) are having on the U.S. light vehicle industry, this is the sixth installment in a series of blogs focused on the Top U.S. markets based on volume year-to-date (YTD) through June 2011.The focus of this blog is the Boston market, also known as "Beantown" or my personal favorite "City of Champions" which refers to Boston's recent streak of dominance in sports with the Boston Red Sox,...Rea...
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Washington DC DMA - Diverse Automotive Market Summary

To help automotive customers gain insight into the impact diverse market customers (African American, Asian and Hispanic) are having on the U.S. light vehicle industry, this is the eighth installment in a series of blogs focused on the Top 10 U.S. markets on volume year-to-date (YTD) through June 2011. The focus of this blog is the Washington DC market also known as "The Capital City," "The District" or simply "DC".The Washington DC DMA is the No. 8 market in the country based on new light...Read...
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Dallas DMA - Diverse Automotive Market Summary

To help automotive customers gain insight into the impact diverse market customers (African American, Asian and Hispanic) are having on the U.S. light vehicle industry, here is the seventh installment in a series of blogs focused on the Top 10 U.S. markets based on volume year-to-date (YTD) through June 2011.The focus of this blog is the Dallas market, also known as "D-Town" or simply "Big D." The area could also be referred to as "The Capital of Full-Size Pickups" since it is the first of...
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Chicago DMA - Diverse Automotive Market Summary

To help automotive customers gain insight into the impact diverse market customers (African American, Asian and Hispanic) are having on the U.S. light vehicle industry, this is the fifth installment in a series of blogs focused on the Top 10 U.S. markets based on volume year-to-date (YTD) through June 2011. The focus of this blog is the Chicago market, also known as "Chi-Town," or "The Windy City."Chicago is the No. 4 market in the country based on new light vehicle sales YTD. The overall...Read...
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Philadelphia DMA - Diverse Automotive Market Summary

To help automotive customers gain insight into the impact that diverse market customers (African American, Asian and Hispanic) are having on the U.S. light vehicle industry, this is the fourth installment in a series of blogs focused on the Top 10 U.S. markets based on volume year-to-date (YTD) through June 2011.The focus of this blog is the Philadelphia market, also known as, "The City of Brotherly Love," "Home of the World Famous Philly Cheesesteak" (which I personally love) or simply,...Read...
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Los Angeles DMA - Diverse Automotive Market Summary

To help automotive customers gain insight into the impact diverse market customers (African American, Asian and Hispanic) are having on the U.S. light vehicle industry, this is the third installment in a series of blogs focused on the Top 10 U.S. markets based on volume year-to-date (YTD) through June 2011. The focus of this blog is the Los Angeles market, also known as the "City of Angels" or simply put "LA."This market could also be referred to as "Home of Asian OEMs," with nine of the 12...
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New York DMA - Diverse Automotive Market Summary

To help automotive customers gain insight into the impact diverse market customers (African American, Asian, Hispanic) are having on the U.S. light vehicle industry, this is the second installment in a series of blogs focused on the Top 10 U.S. markets based on volume year-to-date (YTD) through June 2011.The focus of this blog is the New York market, also known as "The Big Apple," "The City that Never Sleeps" or simply, "NY." The area could also be referred to as "European Luxury Central"...
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Polk Supports 2011 MAAX Awards (Marketing to African Americans with Excellence)

On Monday, August 1, I was honored to be asked by Ken Smikle, President and founder of Target Market News to participate on a panel titled, "The African-American Auto Market: what we're buying." I was further honored to be joined on this panel by some of the sharpest minds in automotive marketing today, including: Don Butler (Vice President, Cadillac Marketing), Ayana Jordan (Chevrolet Diversity Advertising Manager), Tim O'Neill (National Advertising Manager Buick and GMC), Deborah Gray...Read...
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Detroit, Michigan - Diverse Automotive Market Summary

To help automotive customers gain insight into the impact diverse market customers (African American, Asian, Hispanic) are having on the U.S. light vehicle industry, I will be publishing a set of blogs focused on the top 10 U.S. markets based on volume year-to-date (YTD) through June 2011. Although the top three markets are New York, Los Angeles and Philadelphia, respectively, I will start this series with a focus on the backyard of Polk's global headquarters - the Detroit DMA, also known as...Re...
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OnStar and Cell Phones Providing Spark to Auto Industry

Over the weekend, I was blessed to spend some quality time with my mother-in-law who had recently purchased a new Android phone. She started off talking about the new phone, but the focus quickly shifted to her ability to start her car using the OnStar RemoteLink phone application. Click here for the YouTube video about the OnStar RemoteLink phone application.OnStar RemoteLink is a remote starting service for OnStar customers who have either an iPhone or Android cell device. My...Read More »
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2011 National Association of Minority Auto Dealers Conference

The National Association of Minority Dealers, better known as NAMAD, held their 2011 annual conference at the beautiful Mandalay Bay hotel in Las Vegas from July 21-23. NAMAD is committed to increasing opportunities for ethnic minorities in all aspects of the automotive industry. This organization seeks to ensure the presence of a meaningful, representative number of minority entrepreneurs and employees in the retail sales, supplier and service sectors, and the manufacturing ranks.With ethnic...R...
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Polk and the Automotive Industry Support New Detroit "Closing the Gap" Awards

On Wednesday, June 22, the Polk team was out in full force to support the "Closing the Gap" awards ceremony presented by New Detroit, Inc., one of the largest diversity organizations in Metro Detroit and the nation. New Detroit was initially formed in 1967 in response to civil unrest that uncovered a host of entrenched social and community ills. Since then, New Detroit, Inc. has been a unique and valuable arena where leaders of Detroit's civic, grassroots, religious, automotive, health care,...Re...
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African American Automotive Share - Big Topic at Rainbow Push National Conference

On Monday, June 20, I had the honor of attending the Rainbow Push National Conference in Chicago, IL. While there, I spoke on a panel titled, "Does Market Share Translate Into Representation?" The panel included the following industry leaders who are recognized for excellence in each of their respective fields:
  • Reverend Jesse Jackson - Founder, Rainbow Push and Internationally Recognized Leader
  • Pepper Miller - Founder, The Hunter-Miller Group, Distinguished Researcher and Author
  • Marilyn Stephens...
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Growing Middle Eastern Community has Positive Impact on U.S. Auto Industry

When the topic of multicultural or diverse market sales comes up, it usually includes the following markets: African American, Asian, Hispanic, Women, Youth and GLBT. Rarely does America's growing Middle Eastern community get talked about in these discussions. So I took it upon myself to do a little digging to see what impact the Middle Eastern community in the U.S. is making on the auto industry.For this review "Middle Eastern" represents anyone from the following sub-cultures who purchased...
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