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Identity Marketing: Using PR to Reach the Minds (and Wallets) of Today's Diverse Consumers

Presenter: Gail Z. Martin
Broadcast on Thursday, April 24, 2008
Duration: 90 minutes
Cost: $129

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Multicultural consumers in the U.S. account for almost $6 trillion in purchasing power — almost half of the U.S. GNP. Is your company getting its share of this growing market?

Today’s American consumer defines who he is by what he buys. “Identity Marketing” goes to the heart of how Baby Boomer, Gen X, Gen Y, African-American, Latino, Women, Asian, Gay/Lesbian/Bisexual/Transgendered consumers define their identity through their purchases.

Traditional PR focuses on reaching mass media with a mass message. That doesn’t cut it with today’s multicultural consumer. Does your PR have what it takes to compete?

In this seminar you’ll understand:

• Why multicultural consumers want much more than just a press release
• A whole new perspective on how PR and identity shape each other
• The key to understanding the real PR story — how your customer uses your product to define his/her identity

You Will Learn

• How to align your PR to your consumer’s identity
• How to become a part of your multicultural consumers’ community — and reap the rewards
• Ways you can begin to change your PR approach today

Who Should Attend

• Marketing Managers/Directors
• Public Relations Directors/Managers
• Corporate Communications Managers/Directors

About The Presenter

Gail Z. Martin is an author, entrepreneur and educator. She owns DreamSpinner Communications (www.DreamSpinnerCommunications.com), offering exceptional business writing and marketing services to companies of all sizes throughout the U.S. and Canada. Her teleseminars share powerful marketing techniques for small and growing businesses. She is an adjunct professor for UNC Charlotte. Gail Martin holds an MBA from The Pennsylvania State University in Marketing has over 20 years of corporate/ nonprofit/consulting experience. Martin is also the author of a fantasy adventure series, The Summoner and The Blood King (www.ChroniclesOfTheNecromancer.com).

What Participants Said

Of the participants who evaluated this seminar, 92% would recommend it to a colleague. Some of their comments:

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"Brings in things to keep in mind in the new media/marketing environment as it applies to diverse ethnic groups."

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"It covered many markets with key insights on each."

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"Good baseline overview of the issues surrounding diversity marketing."

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"This was an exceptional presentation. It has motivated me to listen to more of them from your library."

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