Published: November 2011 | By  Mindshare

Multicultural marketing has become an important priority for leading brands today, and with good reason. Ethnic minorities now represent $2.5 trillion in buying power, and that number continues to grow. In fact, the Hispanic and Asian populations within the US have experienced a 43% increase since 2000. Additionally, 7 in 10 ethnic minorities state that ethnicity is a significant part of their identity.

Based on growth rates, spending prowess and the important role ethnicity plays in consumers’ lives, Yahoo! and Mindshare partnered with Added Value to conduct a comprehensive study aimed at helping marketers understand what drives ethnic identity and ultimately what brands need to consider when building their multicultural marketing plans.

Our methodology included a multi-phased research approach to gain a well-rounded understanding of four major ethnic groups: Caucasian, African- American, Asian/Pacific Islander, and Hispanic.

Key Findings
1. Drivers of ethnic identity
Each ethnicity has a set of specific drivers that shape their ethnic identity. Among the most important drivers are music for African Americans, political beliefs for Hispanics and eating habits for Asians.

2. Content preferences by ethnicity
Online content preferences for each ethnicity are closely tied to the major drivers of their ethnic iden- tity. Hispanics and Asians in particular look for ethno-specific content online, as 53% of Hispanics and 50% of Asians access ethnic content on websites at least weekly.

3. Impact of ethnicity on marketing preferences by category
For some categories, ethnicity doesn’t come into play as much, for instance, automotive, pharma and travel. However, there are other categories where it’s critical for brands to speak directly to specific ethnic groups. 62% of African-Americans want Health and Beauty products marketed specifically to them. Hispanics (53%) feel ethnicity matters when it comes to CPG, Entertainment, and Clothing. And 50% of Asians stated that ethnicity is important in Entertainment marketing.

Best Practices for Ethnic Marketing
1. Gain a true understanding of the ethnic group you want to connect with.

• Understand what defines them
• Be in the content they visit
• Think about the categories that matter to them ethnically

2. There are two ways to speak to ethnicity in your advertising:

• Feature diversity in your ads: 7 in 10 minorities feel that diversity in ads are the best reflection of the real world

• Target specific ethnicities in the categories that matter to them
  • Avoid stereotypes — keep messaging inspirational and positive
  • Select an authentic spokesperson
  • Be authentic – demonstrate a real value proposition

Conclusion
There is a strong benefit for marketers who are able to “speak ethnicity” in their advertising. When done correctly, ethnicities are more likely to notice your brand and talk about it with their communities. By understanding what categories matter to ethnic consumers and speaking to them with an authentic voice, marketers can tap into this critical audience as the U.S. consumer markets continue to evolve and grow.

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For Release August 3, 2011 Media contacts:

Heather Carden – Paddington Brands Heather@Paddingtonbrands.com 001-317-574-6407

Paddington Brands Announces a Strategic Partnership With Alan “AP” Powell to Activate Beer, Spirits, Wine And Beverage Brands Across Multicultural, Entertainment & Sports-Related Channels

Indianapolis, IN – August 3, 2011 – Paddington Brands announced today that it has entered into a strategic partnership with AP & Associates, LLC to activate their beer, spirits, wine and beverage brands across the important multicultural, entertainment and sports related channels. Alan “AP” Powell is one of the nation’s preeminent authorities on multi-cultural branding, connecting people across industries, cultures and generations. Mr. Powell helps develop, grow and convert brands into profit from activation, opening up new segments, licensing, strategic partnerships and capital formation.

“I’ve known AP for several years and have always admired his business acumen and acute insights into how brands connect with consumers,” said J. Smoke Wallin, chairman and CEO of Paddington Brands. “AP is a national leader at the critical juncture of where brands intertwine with people’s culture – creating that special magic that can turn a good business into an explosive one. Paddington is very pleased to engage with AP with all our brands.”

“I love to watch Smoke work. He has assembled an amazing array of powerful young brands that given the right kind of attention will ignite in the multicultural, entertainment and sports worlds that I live,” said Alan “AP” Powell, chairman & CEO of AP & Associates, LLC.

Mr. Powell immediately becomes a Managing Director for Paddington and will work to engage the company’s brands in strategic opportunities. In addition, he will work closely with Smoke and the team to develop new brands and joint ventures across the entire beverage spectrum.
Paddington today owns and/or markets the following brands:
• 3 Amigos Tequila – newly available in 15 states and partnered with many of the leading NASCAR venues
around the U.S.
• Napa Smith Brewery & Winery – Napa Valley’s craft beer – now available in 28 states.
• Agoston Wines – Amazing wines from Spain, now in more than 4,000 Walgreens across the U.S.
• Marisco Wines – The incredible New Zealand wines from Brent Marris now being introduced into the U.S.
• Calatrasi – La Piazza Wines – Beautiful Italian wines from Mineo Family Winery
• Gemtree Wines – Award-winning family winery from McLaren Vale, Australia

About Paddington Brands
Paddington Brands (www.Paddingtonbrands.com) manages a portfolio of owned and agency premier import and craft beers, artisanal spirits and fine wines. Paddington’s team and partners have extensive experience in the global beverage and consumer-packaged goods industries, while also maintaining ownership of the Napa Smith Brewery & Winery and 3 Amigos Tequila. Paddington is headquartered in the Indianapolis, Ind., metro area with offices in the United Kingdom and Napa, Calif., and a sales team covering the U.S. market and select international markets. Join us on Facebook http://www.facebook.com/pages/Paddington-Brands/220043258012149 and Follow us on Twitter @Paddingtonbrands

About AP & Associates, LLC

AP & Associates, LLC fosters strategic alliances between brands, entertainment and sports related companies through direct access to C-Suite Fortune 500 executives, top entertainment and sports talent for new and existing brands. We specialize in breaking brands into new segments for Fortune 500, Startups, Entertainment and Sports-related companies. AP & Associates, LLC assists organizations in reaching targeted audiences and/or expanding consumer footprints through alliances, acquisition or capital expansion. We have cultivated synergies between the music, TV, film, sports and online entertainment industries.

AP & Associates, LLC also develops branded entertainment and programs for popular consumer brands. Using our roster of top-tier personalities and artists, we build strategic relationships with advertisers, talent agencies, record companies and film studios to create a strategic marketing combination of cutting edge content and targeted media that showcases leading brands. Learn more at http://www.apscottsdale.com.

Scott Pasmore and Kaley O’Kelley got the lowdown of the run, which is part of Black History Month. It’s being called the “largest multi-cultural motorcycle gathering at a NASCAR event ever.”

source:by Catherine Holland, azfamily.com

From Friday through Sunday, fans are invited to parties in Scottsdale and Phoenix, a community barbecue at a Harley-Davidson dealership, a “Leather and Lace” ball and more.

It ends Sunday with an escorted motorcycle drive from Talking Stick Resort near Scottsdale to Phoenix International Raceway in Avondale for the NASCAR Subway Fresh Fit 500 Sprint Cup Series race.

Riders will park their bikes in a special area, creating a mini-show, and then head inside.

NASCAR audiences are pretty homogenous, as in 80 percent of fans are White, according to a Scarborough USA survey from 2007, the most recent year data was available.

By reaching out to minority groups, corporate sponsors and motorcycle clubs, organizers hope to create camaraderie between motorcyclists and NASCAR fans, and to make minorities feel more welcome at NASCAR races.

“This is one of the most significant efforts by NASCAR to connect with the African-American community and welcome them in participating in the sport,” said Alan Powell, a motorcycle enthusiast and NASCAR fan.

Powell created the Checkered Flag Run by inviting more than 100 motorcycle groups from around the Southwest, building in fundraising for minority groups such as the NAACP and the Phoenix Urban League, and securing corporate sponsors like PIR and Hacienda Harley-Davidson.

Powell is also CEO of AP and Associates, a Scottsdale-based multicultural advertising and marketing firm.

Minority attendance at NASCAR rose 5 percent from 2003 to 2007, according to the Scarborough USA survey.

“NASCAR has made it a priority for many years to reach out to various groups to be more diverse and welcoming,” PIR president Bryan Sperber said. “The bottom line is that NASCAR fans and motorcyclists all like things that are fast and on wheels.”

Powell has created seemingly unorthodox partnerships before.

He landed rock band Korn on Black Entertainment Television, got African-American singer/actor Tyrese Gibson to sing the national anthem at a NASCAR event and helped Coors target Latinos and Crown Royal Whisky target African-Americans.

“Arizona is becoming a new bike destination and a nucleus for bike builders,” Powell said. There was a need, he said, for a signature African-American event here that could be equivalent to Sturgis, S.D., or Austin’s ROT (Republic of Texas) Rally.

Organizers expect more than 1,000 motorcyclists to attend the rally, and Powell hopes the multicultural theme and its partnerships with the NAACP, Phoenix Urban League and Black Chamber of Commerce will improve Arizona’s battered image.

Members of the Soul Brothers Motorcycle Club, which has chapters around the country, are attending.

The club was founded in 1967, in the midst of the civil rights movement, and was one of the first to welcome Black members and White members. The Soul Brothers patch, the emblem of their philosophy, features one black and one white fist crossed over the letter “U.”

“The black arm is as dark as you can get, and the white arm is as pale as you can get,” said Reginald “Rocky” Nicholson, a founder of the club’s Las Vegas chapter and retired president. “That’s because we’ll take everything in between.”

Nicholson, 54, of Phoenix, said the club dealt with misconceptions about race, as well as stereotypes that motorcyclists are violent. He’s excited at the chance to clear both up during the rally.

“I’m looking forward to everybody getting together and having a good time,” Nicholson said. “That goes back to what (the Rev.) Martin Luther King (Jr.) always wanted.”

To learn more about this event go to Checkered Flag Run.

To read the full article as featured in Urban Bagger Magazine click here to download.

BOULDER CANYON NATURAL FOODS KETTLE CHIPS

TO MAKE NASCAR DEBUT AT SUBWAY FRESH FIT 500™
Fastest growing “natural kettle” potato chip brand partners with NASCAR facility

(PHOENIX, Ariz.) – Boulder Canyon™ Natural Foods has joined the Phoenix International Raceway (PIR) family of corporate partners, PIR President Bryan R. Sperber announced today. Boulder Canyon will make its debut February 24-27 during PIR’s SUBWAY Fresh Fit 500™ NASCAR event weekend.

Boulder Canyon Natural Foods is a subsidiary of Inventure Foods (Nasdaq: SNAK). In addition to the fast growing all-natural snack food  company, Inventure’s brands include Jamba® All-Natural Smoothies, Burger King snacks, T.G.I. Friday’s® snacks, Poore Brothers® Kettle Cooked Potato Chips, Tato Skins®, Braids Pretzels, Bob’s Texas Style® potato chips and Rader Farms premium frozen fruits.

“The Phoenix International Raceway partnership is a great fit for Boulder Canyon,” said Terry McDaniel, President and CEO for Inventure Foods.  “The Raceway is a Phoenix fixture that offers a truly unique entertainment experience.  We’re looking forward to being part of the memories created this season.”

Tickets for the SUBWAY Fresh Fit 500™ on Feb. 27 are available now and start at just $25. For Phoenix International Raceway tickets and information, call 866-408-RACE (7223) or visit PhoenixRaceway.com. Let the GO begin.

Phoenix International Raceway’s corporate partners include: Anheuser Busch, Bashas’ Supermarkets, Bennett Lane Winery/Turn 4 Wine, Casino Arizona, Chevrolet, Coca-Cola, Gatorade, Lucas Oil, Sprint, SUBWAY, The Home Depot, Amkus, Banner Health, Crown Royal, Ford Motor Company, GEICO Insurance, Goodyear Tire & Rubber, Greater Phoenix Convention & Visitors Bureau, Inventure Foods/ Boulder Canyon™ Natural Foods, Kimberly-Clark Professional, Lowe’s Home Improvement Warehouse, Mars Snackfood, Meguiar’s Inc., New Holland North America, Safety-Kleen, Perky Jerky, O’Reilly Auto Parts, ServiceMaster Clean, Southwest Ambulance, Sunoco, 3 Amigo’s Tequila, Toyota, and UPS.

This partnership between Boulder Canyon Natural Foods and International Speedway Corporation’s Phoenix International Raceway and Daytona International Speedway was arranged in part by Valley-based strategy firm AP & Associates, LLC.

“The opportunity to work with PIR to facilitate this project for Boulder Canyon Natural Foods was very exciting,” said Alan M. Powell, Chairman and CEO of AP & Associates, LLC. “The brand’s synergy with NASCAR’s demographic made a launch at Phoenix International Raceway this February a reality and we’re also excited to bring Boulder Canyon chips to Daytona International Speedway this summer.”

For more on AP & Associates, visit: http://apscottsdale.com.

About Boulder Canyon Natural Foods

Boulder Canyon™ Natural Foods is a member of the Inventure Foods (Nasdaq:SNAK) family of Intensely Different™ specialty brands.  The Company’s better-for-you and indulgent food brands include licensed brands T.G.I. Friday’s®, BURGER KING® and Jamba®, as well as Inventure Foods owned brands Boulder Canyon™ Natural Foods, Rader Farms®, Poore Brothers®, Tato Skins® and Bob’s Texas Style®.

About Phoenix International Raceway

Since 1964, Phoenix International Raceway has served race fans as the premier motorsports venue in the Southwest. Watch the brightest stars in NASCAR take on PIR’s famed one-mile oval – including five-time defending Sprint Cup Series champion Jimmie Johnson, Jeff Gordon, Dale Earnhardt, Jr., Tony Stewart and many more – on February 27, 2011 in the SUBWAY Fresh Fit 500™. Tickets for the entire SUBWAY Fresh Fit 500™ weekend at Phoenix International Raceway can be purchased online at PhoenixRaceway.com/Tickets or by calling 1-866-408-RACE (7223). For more, visit PhoenixRaceway.com, Facebook.com/PhoenixRaceway and Twitter.com/PhoenixRaceway.

Contact

Paul Corliss, Director of Communications
Phoenix International Raceway
623-463-5613
pcorliss@phoenixinternationalraceway.com

AP & Associates finds success as a black ad agency in Scottsdale Arizona

(March 25, 2010) With the physique of a pro football player, the personality of the boy next door and the charm of a big teddy bear, AP & Associates LLC CEO Alan Powell defies the stereotype of “stodgy businessman.” But underestimating his business acumen would be a mistake.

The ad man is known for creating unorthodox partnerships, striking deals that often caught some within the advertising industry off guard.

Deals that landed heavy metal rock band Korn on the BET cable network, brought African American singer/actor Tyrese Gibson to the Valley to perform the national anthem at NASCAR and launched niche campaigns that pitched Coors beer to Latinos and Crown Royal Whisky to African Americans.

Those who know Powell aren’t surprised by his nonconformist approach, because he views his business as a liaison between corporate America and minority communities.

His Scottsdale firm specializes in multicultural advertising and marketing campaigns, with AP & Associates’ clients’ roster encompassing just about every form of entertainment – from music to movies, and from TV to sports.

“I had a vision of figuring out non-traditional ways to reach consumers. Implementing more of a diverse marketing concept was key for me,” Powell said.

His Rolodex includes phone numbers for billionaires, entertainers, athletes and trendsetters/innovators, while his speed dial includes celebrities with crossover appeal, such as four-time heavyweight boxing champion Evander Holyfield.But at the end of the day, the Louisville native’s down-home attitude and a knack for building relationships among strangers are the businessman’s most valuable assets.

He credits his ability to relate to those from all walks of life to serving three years in the U.S. Army during Operation Desert Storm.

“Being able to interact with other ethnic groups means being able to take them and put them in my own scenario,” said Powell, who stands a solid 6 feet 6 and 270 pounds.

“I’m cool with everything. I’m cool with everybody.”

When Powell returned home from the military, he wanted a career that involved his passion for sports. An athlete all his life, Powell played guard and forward positions for the basketball team at Missouri Valley College, where he earned a bachelor’s degree in sports administration.

After working for other companies in the Midwest, Powell moved to Los Angeles where he became vice president of The Firm, where he specialized in inking deals connecting athletes with the entertainment industry.

He then carried his experience and connections to Dallas, another hotbed of entertainment marketing potential, where he founded AP & Associates in 2004.

Powell’s career soon picked up steam, as companies came calling when they wanted to target a specific advertising demographic, or promoters wanted to attract ethnic groups that typically avoided their events.

He moved his headquarters from Dallas to downtown Scottsdale four years later, because a large metropolitan area with a small African-American population appealed to him. He now has offices in Los Angeles, Cincinnati and New York.

“I saw (where) there were good opportunities,” he said. “Nobody thinks about going into another space (market.) I was able to take them (advertisers) places they didn’t know existed.”

Powell is constantly keeping tabs on the next trend, such as Hurban, a combination of Black urban and Hispanic music. He has taken on NASCAR and is working on launching a signature event at PIR and other projects to showcase the state and “enhance the reputation of Arizona.”

A mutual friend introduced Powell to PIR President Bryan Sperber 1 1/2 years ago. At the time, Sperber was looking to expand NASCAR by widening its appeal among different demographics.

The collaboration brought Gibson and Sheree Whitfield, stars of the reality TV series “The Real Housewives of Atlanta,” who drove the ceremonial “kick-off” pace car during the sporting event last fall.

Sperber said he was disappointed with previous attempts to draw entertainers and celebrities to participate in the event – until he hired Powell.

“AP was able to do this effectively by showcasing African-American entertainers and bring that multicultural aspect,” Sperber said. “I’ve never met anyone more connected. He is able to fast-track ideas and bypass the typical bureaucracy that can get in the way.”

Powell said his firm’s flexibility with its strategies and client base has been vital to its success.

He has small-businesses and Fortune 500 companies in his portfolio, and connects people from varied cultural backgrounds and tax brackets who may not always travel in the same circles.

“We can modify or customize and find a way to make them benefit,” Powell said. “I’m very fortunate.”

Click here for more information on AP & Associates

Historic ‘Checkered Flag Run’ Will Help Celebrate Black History Month at Phoenix International Raceway

First-of-its-kind event to culminate with escorted motorcycle run to NASCAR race

PHOENIX, Dec. 21, 2010 /PRNewswire/ — To celebrate Black History Month this February, Phoenix International Raceway – in conjunction with Talking Stick Resort and Casino and the Second II None Phoenix Motorcycle Club – are hosting a historic “Checkered Flag Run.” The Run, a first-of-its-kind event that offers a weekend’s worth of activity for motorcycle enthusiasts, culminates with an escorted motorcycle ride from Talking Stick Resort in Scottsdale to NASCAR’s SUBWAY Fresh Fit 500 ™ Sprint Cup Series race at Phoenix International Raceway on February 27.

“Our new February race date coincides with Black History Month and that presented a great opportunity to celebrate diversity,” PIR President Bryan R. Sperber said. “We think the Inaugural Checkered Flag run will be a lot of fun and a great way to acknowledge this important month in American history.”

More than 100 motorcycle clubs from across the country have been invited to participate in the inaugural Checkered Flag Run. The event will include special hospitality and parking for participants at Phoenix International Raceway, including a bike show judged by legendary bike builders Paul Yaffe, Brian Klock, and Rick Hatch, as well as a performance by renowned DJ Kid Capri at PIR. Several limited edition motorcycles have also been donated as raffle prizes for those that register and participate in the Run.

For more information about the historic Inaugural Checkered Flag run visit http://www.CheckeredFlagRun.com. Special Checkered Flag Run Tickets are available to the February 27 SUBWAY Fresh Fit 500™ NASCAR event starting at just $35. For more information, or to purchase tickets, visit http://www.CheckeredFlagRun.com.  General Admission Tickets are available to the February 24-27 SUBWAY Fresh Fit 500™ NASCAR event weekend starting at just $25. For more information, or to purchase tickets, visit http://PhoenixRaceway.com or call 866-408-RACE (7223).

The Checkered Flag Run was created by PIR in conjunction with Valley-based strategy firm AP & Associates, LLC.

“The opportunity to work with PIR to facilitate this project was very exciting,” said Alan M. Powell, Chairman and CEO of AP & Associates, LLC. “AP & Associates is pleased to have played a role in creating this historic Checkered Flag Run.”

For more on AP & Associates, LLC, visit: http://apscottsdale.com.

About Phoenix International Raceway

Since 1964, Phoenix International Raceway has served race fans as the premier motorsports venue in the Southwest. Watch the brightest stars in NASCAR take on PIR’s famed one-mile oval – including five-time defending Sprint Cup Series champion Jimmie Johnson, Jeff Gordon, Dale Earnhardt, Jr., Tony Stewart and many more – on February 27, 2011 in the SUBWAY Fresh Fit 500™. Tickets for the entire SUBWAY Fresh Fit 500™ weekend at Phoenix International Raceway can be purchased online at PhoenixRaceway.com/Tickets or by calling 1-866-408-RACE (7223). For more, visit PhoenixRaceway.com, Facebook.com/PhoenixRaceway and Twitter.com/PhoenixRaceway.

SOURCE Phoenix International Raceway

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