SPEAKING ENGAGEMENTS
Valerie Romley is a passionate speaker who share her insights and expertise on today's multicultural or as she describes them, transcultural consumers with brands, advertising agencies, marketing and trade organizations.
AREAS OF EXPERTISE
Multicultural Marketing & Brand Strategy
• Using word-of-mouth, experiential and influencer marketing to build awareness and trust in the transcultural community.
• The power of offline vs. online marketing in the transcultural market.
• Connecting with the transcultural influencers.
Messaging & Positioning in the Multicultural Markets
• How the dimensions of culture affect communication and interpretation and how to create effective marketing communications that connect with the transcultural consumer.
• Developing relevant content in the "language" of the consumer.
Research & Development
• Using ethnography and other observational research methods in the transcultural marketplace to reveal the customer experience.
• Using the right research methodologies; when and why.
MULTICULTURAL MARKETING TOPICS
Beyond Translation; Going beyond “In-Language” & “In-Culture" marketing!
Reveals why translation doesn't work and focuses on creating effective transcultural communication through Trans-Creation.
Going Beyond the Multicultural Myths & Stereotypes
Reveals the top 10 multicultural marketing mistakes to avoid and how to "speak the language" of today's transcultural consumer.
7 Steps for Cracking the Multicultural Code & Connecting with Today’s Transcultural Consumer
Drive awareness and sales by using the power of interpersonal relationships to “speak” to the transcultural consumer using the language of cultural identity regardless of language or acculturation level.
Beyond Guanxi; Using Word-of-Mouth & Other Strategies to Connect with the Transcultural Community
Focuses on using word-of-mouth, Influencer and experiential/event marketing to reach the transcultural consumer.
Who Are the Transcultural Influencers?
Transcultural Influencers are not just celebrities and community leaders. Find out who they are, where they are and how to correctly identify, locate, enroll and recruit the Influencers for your brand.
8 Steps to Creating a Successful Word-of-Mouth Program in the Transcultural Community
How to create an effective, ethical and measurable word-of-mouth campaign in the transcultural community.
Experiential Marketing in the Multicultural Community
Why are brands such as Avon and Tupperware so successful in the transcultural community? Putting the power of endorsements, demonstrations, sampling and Edutainment to work for your brand.
Why Focus Groups Don't Work & Top 10 Multicultural Research Mistakes
Traps and pitfalls of DIY surveys, online recruiting, online translation services and other seemingly cost effective methods.
Beyond the Multicultural Statistics;
Understanding the New Transcultural Consumer
Focuses on going beyond the numbers and understanding the effect of context and culture on identity and consumer behavior.
Understanding the Who, What, Where & How; Multicultural Market Research Methods that Reveal the Why!
Discusses the benefits of using ethnography and other qualitative research methods in the transcultural marketplace.
Any of these programs can be tailored to your organization's specific needs.