Strategies for Effective Multicultural Marketing from Jack Daniel's

Gena Casciano What are today39s biggest industry issues in multicultural marketingFabricia da Silva The lack of a strategic quotBreadth and Depth Approachquot may be detrimental to the success of any industry39s multicultural marketing strategy While the broad range of cultural nuances across growing consumer segments today fuels an important case for inclusive marketing the importance of depth campaigns which create opportunities to drive increased relevance through more targeted campaigns and programs remains imperative to win with the multicultural consumer A Breadth and Depth Strategic Approach that leads with multicultural insights remains key to any inclusive marketing campaignCasciano What are the key action steps and practices that have helped your company improve the diversity within your marketing departmentda Silva BrownForman has been on a Diversity and Inclusion journey for over a decade I am proud of our meaningful efforts and excited about our continued commitment to be better and do better in this space In 2019 we published our Many Spirits One BrownForman DampampI 2030 Strategy This is our guiding light and our primary ambitions are to increase diverse representation and foster an inclusive culture at all levels of our business In addition we39ve created an internal Marketing DampampI Committee to address specific areas within our marketing organization As we look to include our focus on actions one key action has been to encourage and educate on best practices for procurement This has been embedded in the training that has been conducted with the recent rollout of an updated global procurement policyCasciano What are some of the unique traits of multicultural Jack Daniel39s consumers vs your core customer baseda Silva Jack Daniel39s is a household brand enjoyed by many folks all over the world Loyalty is a strong trait of our customers and also a powerful trait of the multicultural consumer Deepening connection through culture and authenticity to gain loyalty of diverse consumers is key to recruiting new drinkers who similar to our customer base share a common passion for whiskey and traditionCasciano What role has supplier diversity within your marketing supply chain played in your DEampampI effortsda Silva There continues to be a focus on who our customers are and how important DEampampI is to reaching our customers globally We have increased our spend the past several years as we continue to bring focus through our supplier diversity reporting and dashboards provided to the leadership at BrownForman This has helped along with goals established annually to further enhance and grow our portfolio of business partners and multicultural agenciesRecently an updated version of the global procurement policy includes more information about the value and requirement for inclusion of diverse suppliersCasciano You will be speaking the ANA Multicultural Marketing ampamp Diversity Conference October 24 26 in San Diego What will be the focus of your session and what do you hope to share with the audienceda Silva During this session attendees will be exposed to the trajectory of some of our latest awardwinning multicultural campaigns led by Jack Daniel39s family of brands engaging with the LGBTQIA consumers and how diverse teams working together championed the growth of innovative purposeful and genuine campaigns executed at local and national levels Having a diverse brand team agency partners and thought partners provided multi lens perspectives to these campaignsCasciano What do brands need to do to get their multicultural marketing campaigns quotrightquotda Silva Our gold standard approach is to actively include multicultural consumers in the entire strategic process from opportunity assessment to insight development to execution Inclusivity of our actions is a shared responsibility of everybody on the BrownForman teamClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Strategies for Effective Multicultural Marketing from Jack Daniel's

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