The Cross-Cultural Marketing and Communications Association Defines "Total Market"

NEW YORK, April 1, 2014 /PRNewswire/ -- The Cross-Cultural Marketing and Communications Association (CCMCA):  A Total Market Industry Association continues to provide clarity to the marketing and communications Industry.  The first Industry Association dedicated to Total Market, Cross-Cultural and Total Market Enterprise™ Certification, CCMCA today announced their point of view on the definition of "Total Market" and clarified the terminology used when discussing the emerging new business vertical.

While attending an Industry Forum in Chicago, Illinois, The CCMCA shared this definition, as well as the results of a survey of their members, in an effort to gather consensus and provide clarity to companies, brands and agencies with regard to "Total Market" as a new industry vertical, and the terms "Cross-Cultural" and "Total Market Enterprise™" (TME).

Just as the terms "General Market" and "Multicultural" -- account for more than $300B in revenue -- are descriptions of Industry segments in which services are classified, procured and revenues are tracked, The CCMCA's point of view is that "Total Market" is an emerging industry designation or description of goods or services that reflect the new marketplace or the New General Market -- when today's minority segments become the majority segments. The term Minority can include race, ethnicity, gender (women), youth, religious preference and LGBTQ segments. Within this vertical, goods, services and products reflect the shift in the wants and needs of the new majority segments.

The term Cross-Cultural is a discipline originated within the social science field in the 1930's. The Cross-Cultural marketplace approach seeks to understand cultural similarities as well as differences.  This approach represents a significant shift for understanding market sizing, demographics and segmentation. Cross-Culturalism seeks to understand the exchange beyond the boundaries of the demographic make-up or acceptance of cultural groups.  It does not only equate to one strategy for all but also an understanding of nuances that exist with different cultural segments.

Last, the CCMCA seeks to assess and certify Fortune® 300 brands and their readiness for the New Marketplace.  In the context of helping brands prepare for the shift, the Association is pursuing certifying brands as A Total Market Enterprise™ (TME) organization.  A TME is an organization or company that is strategically focused on the new marketplace and growing the Total Market Industry vertical both in the US and globally. The components of a true TME are its approach to market valuation, its organization, design and its strategic partnerships; namely, experience, engagement, big data, and technology.

Given the shift of the New Marketplace, brands now have to realign resources and their organization to properly service the new wants and needs. Products and services designed for what is currently the general population, may be not be relevant for the new marketplace.

In addition to The CCMCA sharing its point of view, Lewis Goldman, vice president, Product & Marketing, US Direct Business, shared a case study about MetLife's journey. "At MetLife, we've taken steps over the past year to embed the Total Market approach into our Direct Business model. Through this approach, we're now able to make our products and services more relevant to the entire marketplace with messaging and content that appeals to a cross cultural audience. Everyone deserves the opportunity to protect their families, and now we have an approach that enables us to be the brand of choice to help families be prepared for their time of need."

"The relevance of these topics continues to escalate as companies are assessing resources to better understand the implications that this major shift in the world's population will have on their organization's structure and overall approach to product and service development," explained Jeffrey Bowman, Founder and Chairman of the CCMCA and Senior Partner, Managing Director at Ogilvy & Mather.

The CCMCA aims to be the leading resource for all things Total Market, Cross Cultural and TME. "We know that this ambitious goal is possible only if we work collaboratively with the industry associations, agencies and brands that focus on the evolving marketplace," continued Bowman.

This summer, The CCMCA will host their second annual Total Market Summit.  It will be a two-day event with sessions devoted to helping brands as well as a Total Market Awards & Ideas Luncheon. In early fall, the CCMCA will launch their Total Market Enterprise™ (TME) assessment and certification programs. To obtain more information about attending the Total Market Summit or joining The CCMCA, visit www.theccmca.org.

About The Cross-Cultural Marketing and Communications Association


Founded in 2013, The CCMCA is the first and leading global marketing and communications industry association that provide total market industry vertical training, education and certification. With over 80 members in the United States, Mexico and Australia across retail, technology, advertising, education, beverage and consumer industry categories, its focus is helping brands prepare for the new marketplace.  Headquartered in New York, it is the largest association focused on the Total Market Industry vertical.  For more information about the CCMCA visit www.theccmca.org.  Follow us on Twitter, Facebook and LinkedIn.

Press Contact for The CCMCA:
Theresa M Nasi
[email protected]
+1.917.855.2531

SOURCE The Cross-Cultural Marketing and Communications Association