Eric Reynolds from Clorox: True Total Market Success Comes From Both a New Mainstream Market Lens AND a Segment Lens

To avoid misapplying Total Market strategies, AHAA- The Voice of Hispanic Marketing- in collaboration with the Association of National Advertisers (ANA) are leading an industry-wide initiative called Power of AND – a Total Market approach requiring both a culturally nuanced mainstream campaign AND integrated, yet relevant, segment campaigns. In this approach lies reaching today’s increasingly diverse new mainstream, said in a post AHAA. “Inclusive campaigns are merely the basic minimum brands can do to reflect the new mainstream but it falls short of addressing the total opportunity. Without dedicated segment approaches working in synergy with mainstream work, business growth falls flat” said AHAA Chair Linda Lane Gonzalez.“True Total Market success comes from both a new mainstream market lens AND a segment lens” said Eric Reynolds, CMO at Clorox. “There are no short cuts to getting great work that moves the sales needle.” To help clear the confusion, they developed three guiding principles for proper implementation of Total Market: Total Market efforts need to be comprised of a diverse American Mainstream PLUS demographic, cultural and language segments; Total Market insights need to be embedded throughout the marketing process; and reaching the New Mainstream requires both a culturally nuanced mainstream campaign AND integrated yet relevant segment campaigns. AHAA also put together a short list of what is not a total market approach: It’s not a general market campaign with translations; not diversity by means of inclusive casting; not a strategy to lower advertising costs; nor handing off segment responsibility to agencies lacking deep cultural expertise.