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Oct 19, 2021

Roy Broderick Jr. is the President & CEO of Authentique Agency, a full-service marketing and consulting firm that helps businesses optimize genuine marketing strategies toward minorities and LGBTQ+ groups. He has worked with big names in the industry, such as AT&T, Coca-Cola, and the National Museum of African American Music. Roy is also the Vice President of Diversity, Equity, and Inclusion at the American Marketing Association, Atlanta Chapter.

Roy joins us to discuss how companies can appeal to minorities in a sincere manner. He explains what many companies get wrong with their ads, especially regarding authentic minority families. He shares his passion for multicultural marketing and how Authentique Agency can help any business relate to its minority and LGBTQ+ consumers. Roy also shares advice on what small businesses can do to make sure they do multicultural marketing the right way.

"Brands have a lot of homework to do, but that's why it's important to have the right partners." - Roy Broderick Jr

This week on Breaking Barriers:

  • What multicultural marketing is and its pros and cons
  • How multicultural marketing can seem inauthentic
  • What businesses need to understand about catering to minority and LGBTQ+ consumers
  • How companies can pay homage while also being respectful about black and brown cultures
  • The common errors companies make when marketing to different cultures
  • How Roy's team helps companies improve their multicultural marketing strategies
  • The impact of last year's BLM protests on company marketing
  • Roy's advice to small businesses that want to get their multicultural marketing right

Resources Mentioned:

Connect With Roy Broderick Jr:

This podcast is brought to you by Hire Ground

Hire Ground is a technology company whose mission is to bridge the wealth gap through access to procurement opportunities. Hire Ground is making the enterprise ecosystem more viable, profitable, and competitive by clearing the path for minority-led, women-led, LGBT-led, and veteran-led small businesses to contribute to the global economy as suppliers to enterprise organizations.

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