Think of ethnic marketing as an engraved invitation. We'd all be much more likely to attend an event if invited personally, by someone who knows us and speaks our language, than to respond favorably to, say,  a poster in the elevator. Come one, come all!  The all-purpose outreach may be sincere, but it is likely to fall flat as a way to pack the room. Thus was the essential message last night at the chapter's May presentation, What You Need to Know About Multi-Cultural Marketing. An excellent panel of multicultural marketing experts conducted a fascinating discussion about why ethnically tailored campaigns are so critical to marketing in a multicultural society, including a litany of examples of where ethnic campaigns made the difference between marketing success and failure. Lively interaction between the panel and the audience underscored the bottom line: good marketing means delivering the right messages in the right way to the right people at the right time.  And that means marketers who take a universal approach to connecting with highly segmented audiences do so at their own peril.