Isaac Mizrahi of ALMA: There is much misunderstanding on what Total Market really is

ALMA’s Co-President and COO, Isaac Mizrahi talked to PRODU about the presentation that he will chair next Sunday within the 17th annual ANA Multicultural Marketing & Diversity Conference 2015. The panel entitled Getting Total Market Right includes speakers such as Mariela Ure, Wells Fargo’s SVP and Carlos Santiago, President of Santiago Solutions Group. The conference will take place at the Fontainebleau in Miami Beach during November 8th-10th. “We have an exciting panel this coming Sunday with Mariela Ure presenting a case on how Wells Fargo successfully implemented a true Total Market strategy and we will have the opportunity to learn more about how do they do it. Then Carlos Santiago will present the latest learnings from the AHAA study on Hispanic Media allocation, and finally we will have time for a debate and a Q&A with the audience” Mizrahi said. He believes this is a session every marketer should attend. “There has been some much misunderstanding and misinterpretation on what Total Market really is. Nothing better than looking at who¹s doing it right!” he added. “Based on the agenda I believe this year’s edition will be more focused on real examples on companies and brands that are succeeding in the marketplace, which is a great thing, as marketers prefer content focus on action, on ‘how to’ rather than theory” he concluded.