MIAMI--(BUSINESS WIRE)--Geoscape, the leading market intelligence company focused on new mainstream consumers and businesses, today announced that Cesar Melgoza will host a breakout presentation on embracing America’s diversity for marketing at SXSW Interactive 2015, the leading incubator of cutting-edge technologies and digital creativity.
Melgoza’s presentation, “It Is Not Racist to Consider Race in Marketing,” is designed to outline the need for businesses to understand that ethnic and cultural nuances should be highlighted in sales and marketing efforts.
Over the past century, the conversation about race in the USA has changed drastically. So much so, that it’s considered “polite” to proclaim that “one does not see race.” While this statement comes from well-meaning people intending to say they do not prefer or hold in higher esteem one skin color over another, it has an unintended opposite meaning in a business context.
Of course we see race – and the reality is that with each country of origin, primary language, acculturation level and skin tone, comes a slew of behaviors, traditions and preferences. Marketers must recognize that the monolithic races of yesterday no longer describe the diversity that is today’s New Mainstream.
Cesar M. Melgoza, CEO of Geoscape, created the most sophisticated way to discover America’s multicultural characteristics. In this presentation, he will discuss key strategies brands must understand and use in order to successfully propel their marketing efforts.
If you wish to attend the session, being held on Saturday, March 14 at 11:00 a.m. in Ballroom F at the Austin Convention Center, please visit the session homepage here. If you’re interested in talking with Cesar at the show, visit his profile on the SXSocial community, follow @Cesarmmelgoza or email geoscape@pancomm.com.
For those unable to attend the show, be sure to follow the session and conversation at the session hashtag #NotRacist.
About Geoscape:
Geoscape provides automated intelligence systems, unique data products, research and analytic services for companies seeking to tap into the growth of new mainstream consumers in the U.S., Canada and Europe. The online Geoscape Intelligence System (GIS), the DirecTarget® database enrichment system and a variety of geo-demographic, consumer, business and media databases enable actionable insights that lead our clients to gain significant business advantages. Geoscape is a privately held company owned by NMS Capital and Cesar M Melgoza, Founder & CEO, and is headquartered in Miami.
About Cesar Melgoza:
César M. Melgoza is founder and chief executive officer of Geoscape, a business intelligence company that creates automated systems, data, analytics and research focused on high-growth consumer segments in North America and Europe. Melgoza is a leading innovator and thought-leader on business strategy, consumer insights and public policy.
Melgoza is a member of the board of directors for the U.S. Hispanic Chamber of Commerce, where he also serves on its Executive Committee. He is also a board member of Florida State University’s Center for Hispanic Marketing Communications and founder of the New Mainstream Business Summit, an annual gathering of multicultural business leaders.
Prior to founding Geoscape, Melgoza fulfilled key roles at two Silicon Valley firms — Apple and Strategic Mapping. He holds a bachelor’s degree from The University of California and a master’s degree from the University of Texas at Austin.
About SXSW Interactive
The 22nd annual SXSW Interactive Festival returns to Austin from Friday, March 13 through Tuesday, March 17. An incubator of cutting-edge technologies and digital creativity, the 2015 event features five days of compelling presentations and panels from the brightest minds in emerging technology, scores of exciting networking events hosted by industry leaders and an unbeatable lineup of special programs showcasing the best new websites, video games and startup ideas the community has to offer. From hands-on training to big-picture analysis of the future, SXSW Interactive has become the place to preview the technology of tomorrow today. Join us in March 2015 for the sessions, the networking, the evening events, the 18th Annual SXSW Interactive Innovation Awards, SXSW Accelerator, the SXSW Gaming Expo, the SXSW Trade Show, SXSW Create, the Digital Creative Job Market, cross-industry conversations with attendees from SXSW Film and SXSW Music, and, most of all, the unforgettable inspirational experiences that only SXSW can deliver. SXSW Interactive 2015 is sponsored by Miller Lite, Esurance, AT&T, IFC, Mazda, Monster Energy, McDonald’s, Philips, Capital One, and The Austin Chronicle.
SXSW 2015 is sponsored by Miller Lite, Esurance, AT&T, IFC, Mazda, Monster Energy, McDonald’s, The Austin Chronicle and Sonicbids.