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Sunday, January 27, 2008 (Day 1)
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3:30 PM
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Workshop Registration and Conference Pre-Registration
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4:30 PM
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Workshop:
Pre-Conference Workshop - How to Efficiently Allocate Limited Resources to Deliver the Highest Multicultural ROI
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With ongoing pressures within corporations to “do more with less,” multicultural marketers must continually search for efficiencies. This workshop will present tools and case studies to assist marketers in developing:
• Opportunity sizing by key multicultural target sub-segment
o Understanding the customer according to multiple segmentation dimensions to drive efficiencies (geographically, language, ethnicity, acculturation/generational distance, age, gender, socio-economic level, category/brand usage, etc)
Additionally the session will give examples of how to match the target sub-segments with:
• Brand portfolio prioritization
o Which brand/products present the highest growth opportunity by consumer sub-segment
This workshop provides a plan for how to use this information to build a strong business case for investment within the organization.
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| Speaker(s) |
Ajoy Mahtab
Multicultural and Emerging Marketing Business Unit, Franchise Director
McNeil Consumer Healthcare
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Derene Allen
Managing Partner
Santiago Solutions Group
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Aiyshen Padilla
Director, Diversity Strategy and Integration
AARP
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6:30 PM
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Welcoming Banquet Progressive Dinner!
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Voted a favorite feature of 2007’s conference, we are bringing back the opening Progressive Dinner! Please join us for this exciting networking event that will allow you to meet new colleagues and reunite with old ones. By eating each dinner course at a different table, you will have quality time to engage with your contemporaries from the industry.
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| Sponsored By... |
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Monday, January 28, 2008 (Day 2)
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Return to Top
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7:00 AM
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Conference Registration and Continental Breakfast
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8:15 AM
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Co-Chairperson Welcome
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| Speaker(s) |
Jerry Haar, PhD
Associate Director, Knight Ridder Center for Excellence in Management College of Business Admin.
Florida International University
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John Price
President
InfoAmericas
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8:30 AM
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Keynote Address:
Seven Rules for Capturing the Growing Clout of the Hispanic Consumer
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From how to deal with the many Spanish accents and colloquialisms to learning where the Spanish-dominant consumer really lives and spends money, Cancela offers seven rules to advertise effectively to the Spanish-language market. This presentation will provide specific examples of effective marketing techniques and tools that will help you to build your business and reach out to this rapidly expanding market.
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Jose Cancela
Principal
Hispanic USA, INC
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9:30 AM
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Historical and Upcoming Latino Population, Housing and Lifestyle Characteristics: Where are the Opportunities?
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The business and socioeconomic landscape is evolving rapidly. It is important to look at both the big picture with national and metropolitan area views and equally important to know that your resources are deployed accurately at a micro-neighborhood level to execute advertising, retail and direct marketing initiatives. A visual summary of key facts and figures covering historical and upcoming population, housing and lifestyle characteristics will be presented. A case study mini-series will demonstrate how other companies have proven that investing in the Hispanic market pays huge dividends to the corporate bottom line (key justification for surviving the perennial budgeting process).
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| Speaker(s) |
Cesar Melgoza
Managing Director/Senior Partner
Latin Force Group LLC
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10:15 AM
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Morning Networking Break & Book Signing with Jose Cancela
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10:45 AM
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Cause Related Marketing - A Powerful Tool to Build the Brand and Bond with the Community
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Agency (Santiago ROI), Client (Pernod Ricard USA), and Non-Profit Organization (Hispanic Federation) present a case study on how to elevate brand equity and optimize the marketing plan through a Cause Related Marketing campaign that is rooted in the brand’s strategy, establishes the brand as a supporter of the Hispanic community, builds goodwill, brand awareness, sales and loyalty. Gain insights on key success factors such as identifying a cause that aligns brand objectives with the needs of the community; selecting an organization that will maximize impact; leveraging new trends in public relations, non-traditional media and the power of viral communications; establishing adequate metrics and ultimately meeting and exceeding the brand’s goals.
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| Speaker(s) |
Bill Cherrie
VP Multicultural Marketing
Pernod Ricard USA
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Lillian Rodríguez López
President
Hispanic Federation
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Jaime Ramirez
General Manager
Santiago ROI
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11:30 AM
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Panel:
Latin America’s Consumer Credit Boom - Should Marketers Rethink Their Latin American Strategy?
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Since 2003, rising commodity prices, low interest rates, and prudent fiscal management in the region has boosted Latin American economies and with it worker salaries. Record liquidity has sparking consumer credit growth of 20-25% per year. The middle class is growing again for the first time in 30 years and producing new customers for previously unattainable products and services. Latin America’s wealthy classes are abandoning traditional brands in search of more exclusive fare. How should marketers operate in this new reality? Where are the opportunities? Are there downside risks?
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| Moderator(s) |
John Price
President
InfoAmericas
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| Panelist(s) |
Mark Silverman
Regional Business Leader, MasterCard Advisors Latin America and Caribbean Region
MasterCard Worldwide
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Michael Warren, PhD
National Manager
Toyota North America
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Patricia Madueño
VP
Jarden Consumer Solutions International
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12:15 PM
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Luncheon
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1:30 PM
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KeyBank’s Strategy for Expanding Hispanic Market Share
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In contrast to their competition, KeyBank consciously delayed their Hispanic marketing efforts, choosing instead to look inward and ensure they were internally positioned and prepared to deliver the same level of quality service that all KeyBank customers have come to expect — regardless of language preference or ethnicity.
Through the Bank’s collaborative relationships with community groups and local businesses; their innovative use of financial tools, recruiting, and education; as well as development of KeyBank Plus, they have demonstrated how exceptional thinking can help an organization expand market share through acquisition, and retention, of Hispanic households.
This case study will examine how taking “the road less traveled” can sometimes result in a far better results — both for an organization’s bottom line and for the community at large.
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| Speaker(s) |
Amit M Pandya
Assistant Vice President, Community Development & Multicultural Marketing
KeyBank
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Laura Sonderup
Director of Hispanic Marketing
Heinrich Marketing Inc
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2:15 PM
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Utilizing Cultural and Social Understanding for Effective Product and Marketing Decisions
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This presentation will provide insights as to Visa’s experience:
• In outlining the process by which Visa came to identify the Hispanic opportunity in payments
• How to use the understanding of social and cultural factors can improve product development and marketing decisions
• How to overcome barriers to adoption of products and services by understanding the holistic consumer
• How to apply Visa’s learnings to other businesses
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| Speaker(s) |
Michael Marx
VP Research Services
Visa USA
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3:00 PM
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Afternoon Networking Break
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3:30 PM
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Penetrating the High-Growth Small & Medium-Sized Business Segments in Latin America
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IT Solutions are no longer a product and solution only for large companies. And the fact is, B2B growth is in the small and medium-sized business segment around the world and especially in Latin America and the Caribbean. However, many of these businesses restrict their solution set to smaller, less optimal solutions thinking they are too small, too unsophisticated and their pocketbook too meager to entertain leading edge solutions. Come and learn how SAP sized the opportunity and is addressing these perceptions in the Americas to grow their market share and bottom line.
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| Speaker(s) |
Claudia Cortés
Corporate Communications Director
SAP Latin America
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Dan Austin
President
Black Sheep Communications
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Paulo Claussen
partner, DM head
Black Sheep Communications Group
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4:15 PM
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Panel:
How Are Print Publications Impacted by the Increasing Popularity of Online and New Media within the Hispanic Community?
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Discussions about the demise of Hispanic print may still swirl, but the big question these days is integration. With more publishers adding online, video streaming, multi-language media, blogs, custom publishing, and even traditional and new broadcast to the mix, what will this all mean to good ole print? Publishers from some of the new and major Hispanic titles discuss the future of print and the new way marketers are approaching Hispanic print.
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| Moderator(s) |
Roger Gonzalez
President
Alliance Media & Communications
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| Panelist(s) |
Roberto Sroka
Group Publisher
Megazines Publications
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Sam Pagan
Publisher
Editorial Televisa
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Peter Zeuschner
New York Advertising Sales Manager
AARP Publications
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Jon Andrade
Publisher
Siempre Mujer Magazine
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Guillermo Plehn
Commercial Director; USA & Puerto Rico
Televisa Publishing
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5:00 PM
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Cocktail Networking Reception
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| Sponsored By... |
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Tuesday, January 29, 2008 (Day 3)
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Return to Top
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8:00 AM
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Continental Breakfast
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8:45 AM
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Chairperson Welcome
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| Speaker(s) |
Lee Vann
CEO
Captura Group
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9:00 AM
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Telemundo’s Success in Segmenting the Hispanic Viewer
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Telemundo’s Senior Vice President of Research, Millie Carrasquillo, provides insight into what has worked most successfully for Telemundo in reaching their target market segment, including:
• Research based Geo-targeting
• Strategies deployed to reach the Hispanic audience in the US.
• Experience with market segmentation using direct mail, guerilla marketing, event sponsorship, and traditional media (outdoor)
• How to link efforts in a target area to increased sustainable ratings growth through measurement
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| Speaker(s) |
Millie Carrasquillo
Senior Vice President of Research
Telemundo
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10:00 AM
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The Brave New World of Hispanics Online
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Based on recent data from the 2007 Florida State University DMS Research (an AOL Subsidiary) Multicultural Marketing Equation study, this presentation will examine Hispanics in the context of our new emerging multicultural society in the United States and will describe, in context, emerging media habits, online specific behaviors and technology owned. The address will also illuminate cultural attitudes towards technology and media. Attendees will have the opportunity to put in perspective their marketing strategies when they discover how emerging minorities are shaping our media and communication environment.
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Felipe Korzenny, Ph.D.
Professor and Director, Center for Hispanic Marketing Communication
Florida State University
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10:45 AM
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Morning Networking Break
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11:15 AM
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Hispanics Online: Tapping a Golden Opportunity
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Are you engaging with the growing number of Hispanic online consumers? This session will explore the facts and figures about the Hispanic online market and answer critical questions including: How many Hispanics in the United States are online? What is their demographic and psychographic profile? What sites are Hispanics in the Unites States visiting? What are their favorite websites? What language do they prefer? This session will share information about Hispanics online and discuss some ways the changing media are reaching English dominant professionals online.
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Elena del Valle
Editor and Host
Hispanic Marketing & Public Relations/HispanicMPR.com
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12:00 PM
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Understanding Hispanic Online User Behavior
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The Internet has quickly become a key part in the daily lives of US Hispanics. Today they have infinite choices as it relates to their online media, entertainment, commerce and communications needs. Join a panel of Hispanic online industry analyst and veterans and learn how Hispanic consumers are integrating the Internet into their lives. This panel will provide key insights into the behavior of online Hispanics that can be leveraged for successfully reaching this growing market. Learn how Hispanics are leveraging technology to communicate with family in Latin America, discover how Hispanics are using web 2.0 technologies to connect with their culture and find out how Hispanics are embracing the Internet for entertainment and information.
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| Moderator(s) |
Melanie Courtright
Vice President of Marketing
DMS Research
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| Panelist(s) |
Michele Azan
VP, Sales and Business Development
Terra Networks
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Bill Gato
President
Hispanic Digital Network
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Manuel Mazzanti
Marketing Director
Yahoo! Hispanic Americas
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12:45 PM
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How to Effectively Reach the Luxury Hispanic Buyer within the Automotive Segment
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In this session, you will learn how to avoid alienating your demographic in a targeted marketing campaign through Lexus’ presentation that details:
• Understanding the needs of your consumers and why they will choose your product
• Strategizing for branding through customer engagement; selling a service versus a product
• Maximizing your creative avenues and brand your product for long term appeal
• Seeing your ROI by creating messages that resonate
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| Speaker(s) |
Steve Jett
National Marketing Communications Manager
Lexus Division, Toyota Motor Sales
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12:45 PM
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Luncheon
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2:00 PM
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Top Ten Best Practices for Successfully Reaching Hispanics Online
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This panel is a must for marketers looking to execute Hispanic online programs or for those seeking insights to optimize existing programs. You will learn the top ten best practices that should be taken into account when developing, maintaining and marketing a program for the Hispanic online market. Leading brands will share how these best practices such as cultural relevance, toggle, notification and integration have been leveraged for successful online initiatives targeting the growing Hispanic online community.
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| Moderator(s) |
Lee Vann
CEO
Captura Group
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| Speaker(s) |
Bevin McArthur
Senior Manager
HSBC
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Liz Sarachek
Founder
LSB Global Communications
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2:45 PM
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Panel:
How Marketers Can Maximize the Internet to Reach Hispanic Youth
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Web 2.0 is here to stay and young Hispanics are leading the way. This dynamic panel will provide insights about Latino youth and how they are using and influencing the Internet in new and revolutionary ways. Learn about Web 2.0 and tools such as social networking, podcasts, consumer generated content and other technologies that give a voice to this growing and vibrant community. Listen to the experts discuss how new sites are serving this audience and how marketers can take advantage of this new online trend.
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Rick Marroquin
Chief Marketing Officer
Batanga
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| Panelist(s) |
Borja Perez
VP of Digital Media
NBC Universal, Telemundo Network Group
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Manny Miravete
Vice President of US Hispanic Sales
FOX Interactive Media, MySpace.com
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Ariana Stolarz
Associate Digital Strategy Director
The Vidal Partnership
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3:30 PM
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Afternoon Networking Break
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3:45 PM
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Creating 360° Brand Synergy Across Multiple Platforms
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Are your Hispanic online initiatives an extension of your company and brand? Are you creating synergy across your online and offline offerings? Have you maximized the potential to reach your customers and consumers through your online marketing? Learn the best marketing approaches to reach your audience with effective tactics and strategies to ensure a dynamic customer experience across multiple platforms.
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Manny Ruiz
Chief Executive Officer
Hispanic PR Wire
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4:30 PM
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Optimize the Return on Your Online Marketing Investment
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Creating a strategic online marketing strategy for reaching Hispanics and Latin Americans is critical to the success of any online program. Explore the various strategies and tactics available to marketers in reaching this critical market segment. This dynamic panel will cover tactics such as search engine advertising, behavioral targeting and IP targeting, sponsorships and display adverting. Experts will share insights into best performing tactics and how to measure results in real time to optimize the return on your online marketing investment.
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| Moderator(s) |
Adam Chandler
Executive Director, U.S. Sales
Yahoo!, Hispanic Americas
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| Panelist(s) |
Mike DeGennaro
National Sales Manager
MSN Latino
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Mary Zerafa
Vice President of Strategy
Impremedia Digital
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Alejandro Rodriguez
VP Sales
Starmedia
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5:15 PM
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Conference Concludes
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Mailing List
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