Gather ‘Round: Reaching Community Among Diverse Multicultural Markets with Well-Crafted Experiences
SPEAKER
Candace D Queen
Creator-in-Chief at Tabernacle | Co-Chair, ADCOLOR Advisory Board | Snapchat Creative Council Member
The marketing landscape has become as diverse as our society here in the United States. We are a connected nation and world, literally, tapping and swiping for the latest news, updates, recommendations and more. As digitally connected as we are, tangible in-person experiences into our marketing strategies.
That task can be daunting, especially during the roller coaster nature of a pandemic. When trying to attract an audience that is incredibly nuanced culturally, when do you make the call to focus on a multicultural experience? How do you target a range of consumers from different diverse backgrounds without making them feel like you are trying to execute a “catch-all” event?
Additionally, in a COVID-19 world, how do you navigate guidelines and protocols?
During this session we will explore how to captivate a diverse audience through the lens of experiential marketing in an authentic way. You will leave with proven strategies that will help you navigate how (and when) to build an experience for niche multicultural markets as well as create more all-encompassing experiences that focus on an array of diverse consumers.
ABOUT THE SPEAKER
Candace D. Queen is a multidisciplinary designer, creative director and educator, rooted in advancing racial equity and reinvigorating communities through design and nourished by a passion for creating spaces, cultural archival and preservation.
She’s a member of the SnapChat U.S. Creative Council and a fellow of the NAACP’s NEXTGEN program. Candace has been recognized as one of the 4A’s 100 People Who Make Advertising Great, a 4A’s MAIPer to Watch, a Bill Sharp Award Honoree, and an ADCOLOR FUTURE and recipient of ADCOLOR’s Unsung Hero Award. She’s also a part of the NAACP’s NEXTGEN fellowship.
Candace champions diversity and inclusion through her work with ADCOLOR as the Co-Chair of the Advisory Board, the American Advertising Federation as the Chair of the Mosaic Next Generation Leadership Council, and as the founder of Blacks in Advertising, an archival initiative, dedicated to preserving Black advertising professionals’ narratives and impact on the advertising industry.
She spent several years working in Chicago's advertising playground, working on a wide range of brands, including Sprint, Dove, and ALDI. After a year-long sabbatical, Candace went back to her roots, literally. Focused on branding, design, and strategy, she set up a creative studio space, Tabernacle, based in Beaumont, TX, a 20-minute drive away from her hometown of Port
Arthur. Her past and present clients have included Dove, ADCOLOR, Cantu Beauty and GE Appliances. Here she’s found a special balance that lends itself to a richer creative life, a positive work environment, and most importantly, more family time.
Connect with Candace on LinkedIn