12th Annual U.S. Hispanic Marketing Conference
September 24 - 27, 2007 • The Westgate Hotel, San Diego, CA
September 24 - 27, 2007 • The Westgate Hotel, San Diego, CA
Main Conference Day Two: Wednesday, September 26, 2007
7:30 Breakfast and Registration
8:00 Chairperson’s Opening Remarks
8:15Keynote: Understanding Customer Engagement and the Hispanic Community
- Hear an effective strategy for branding through customer engagement
- Identify key relationships and build trust among your customers
- Maximize your creative avenues and brand your product for long term appeal
Cristina Vilella
Director of Hispanic Marketing
MCDONALDS
9:15Creating Meaning that Resonates With the Hispanic Consumer
- Create meaning that resonates with Hispanic consumers and understand the consumer through segmentation
- Address barriers through product, packaging and promotion and create a campaign that people can relate to
- Understand how to compete with imported brands through packaging, partnerships and value communication
Leon Espinel
Marketing Manager, GAMESA
PEPSICO
10:00Morning Networking Break for Speakers and Delegates
10:30Situational Latinidad and the Impact of Online Promotions Directed to Hispanic Consumers
- Understand Latino identity and situational Latinidad: implications for marketing outreach and research
- Recognize Latino identity as an existence that is defined,
sculpted, guided, or pressured by self, family, neighborhood
and society - Learn the collective triggers on the internet and in the media that resonate with Latinos
| Federico Subervi Professor, School of Journalism & Mass Communication TEXAS STATE UNIVERSITY |
Sindy Chapa Doctoral Candidate UNIVERSITY OF TEXASPAN AMERICAN |
11:15Using Data to Increase Membership Acquisition and Retention
- Know how to market to Hispanics through education and discover how Hispanics learn about health issues
- Redesign a health plan to better serve the needs of Hispanics
- Understand what educational materials can be developed to meet the unique needs of Hispanics
Russell A. Bennett
Vice President, Latino Health Solutions
UNITEDHEALTHCARE
12:00 Luncheon for Speakers and Delegates
1:15Understanding the New Hispanic Family and
How to Seamlessly Tailor Your Marketing
Strategy for Measurable Results
- Learn the crucial differences and similarities among Hispanics,
African Americans, Asians, and Non-Hispanic Whites
regarding marketing related behaviors - Understand when to use one marketing strategy, and when to address constituencies separately
- Understand Hispanics in the multi-cultural marketing equation
and how you can create a lasting imprint from a brand
perspective
Felipe Korzenny, Ph.D.
Professor and Director of the Center for Hispanic, Marketing Communication
FLORIDA STATE UNIVERSITY
2:00Demographics: The New Hispanic Diaspora and How This Will Implicate Your Organization
- Learn about the wealth, well-being and wages of Latinos over time and in comparison to others
- Hear shocking statistics on first, second and third generation Hispanics and understand how this will affect your brand
- Understand major geographic changes, generational shifts, and how this will affect your market shares
Jeff Passel
Fellow
THE PEW CENTER
2:45 Networking Break for Speakers and Delegates
3:15Reaching Unacculturated Consumers Through Authentic Branding
- Create packaged products that carry memories and meanings
- Understand the needs of your consumers and why they will choose your product
- See your ROI by creating messages that resonate
Christopher Plummer
Director of Hispanic Marketing
BIMBO BAKERIES USA
4:00Strategic Partnerships and Promotions That Will Enhance Your Brand and Engage Consumers
- Understand the supporting role of Latinos in a much larger and diverse youth market
- Know how to avoid alienating your demographic in a targeted marketing campaign
- Hear how you can use music sponsorships and online campaigns to drive traffic and sales
Michelle Erwin
Senior Marketing Manager
NISSAN