Progressive Grocer - March 2010 - (Page 43)

Multicultural Marketing Ethnic opportunities from the inside Common Census Fear is the biggest single hurdle preventing executives from investing in ethnic markets, but reason and data tell us that the time to act is now. By Armando Martín Use Your ow often did we hear our parents say, “Just use the common sense you were born with, and you’ll be all right”? The truth is, if we adhered to this simple adage, we’d probably be better merchants and marketers. Somehow, advances in analytics applied to marketing and merchandise reduce the common-sense edge. There just doesn’t seem to be much wiggle room for instinct when making multimillion-dollar decisions. Sometimes, a decision-maker’s own inner voice, that voice they trusted back in the day when they were coming up the ranks, when they were moved to make bold and brave decisions, that inner voice that served them well, gets shoved aside by corporate tradition or politics, or it droops away in self-doubt. This year and for the next few years, store managers, brand managers, category managers, and marketing and merchandise executives will have an opportunity to rely on an abundance of data as well as their own common sense, More ONLINE H way of breakthrough thinking.We need to value what’s inside of us, our own common sense. It’s about to get even more complex. This year, thousands of workers are being mobilized to conduct door-to-door counts, and mil- To read about other multicultural marketing initiatives, visit www.progressivegrocer.com. and be tested like never before, in a diverse market like we’ve never seen before. A proliferation of media options, cultural diversity, social networking and mealtime alternatives will temper the best and the brightest within our industry. Today’s consumers defy segmentation by their desire for sophisticated individuality, be they black, brown or white; male or female; or young or old. Today’s consumers know they’re in control. The choices at customers’ fingertips are mindboggling. Data alone won’t help us get there; the committee isn’t much good in this territory either — in fact, the committee can get in the A H E A D O F W H AT ’ S N E X T lions of dollars are being invested to promote the 2010 U.S. Census. And for most of the year, discussion of the census will be a common theme for opinion leaders and political pundits. I don’t consider myself the leader of a cause, and I’m certain I’m not a pundit, but I’ve never hesitated to share an opinion. The census is a ritual that occurs every 10 years, and its findings shape the way government agencies spend money in communities Progressive Grocer • March 2010 • www.progressivegrocer.com http://www.progressivegrocer.com http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - March 2010

Progressive Grocer - March 2010
Table of Contents
Nielsen’s Shelf Stoppers/ Spotlight: Dairy/Yogurt
Green Grocer Awards 2010: Seeing Green
Multicultural Marketing: Use Your Common Census
Harold Lloyd on … “Making a Difference”: The Employee’s First 30 Days: It’s Now or Never
The Lempert Report: Enter the ‘Koodies’
Independent Retailing: Keep Cash Flowing With Trade Terms
Progressive Grocer’s 2010 Meat Operations Review: Value on a Platter
Progressive Grocer’s 2010 Seafood Operations Review: Seafood Hits its Stride
Executive Insight Series: Lasting Impressions: Forward Thinking
Produce: Tracking the Transition to Traceability
Meat: Heinen’s Freshens up Service Benchmarks
Natural/Organic: Nature’s Best on Ice: Natural and Organic Frozen Foods
Frozen/Dairy: Cold and Colder: Trends in Frozen and Dairy
Baby Food: Green to Grow On
Green Promotions: Along for the Ride
Foodservice: Loaded for Bar
Case Study: Clean Carts
What’s Next: Editors’ Picks for Innovative Products

Progressive Grocer - March 2010