Please click on the below to learn more:

Pre-Conference Workshops: Monday, September 24, 2007

• Workshop A: Understanding Hispanic Market Trends: Hispanic Marketing 101
• Workshop B: Supercharging Your Brand With Deeper Consumer Insights: A How-To Guide to Field
  Research and Innovative Techniques
• Workshop C: Scoping, Planning and Delivering a Successful Web Presence for the U.S. Hispanic Market
• Workshop D: Understanding Second Language Barriers and Opportunities with Hispanic Qualitative Research

Post-Conference Workshops: Thursday, September 27, 2007

• Workshop E: Hispanic Quantitative Research: Understanding How to Best Research the Evolving Hispanic Consumer
• Workshop F: Creating a Right-Fit Strategy for Sustainable Hispanic Market Success: A Strategic Approach to Assessing
  and Planning Your Initiative
• Workshop G: Hispanic Online Marketing Strategies & Tactics
• Workshop H: The Importance of Strategic Planning for Hispanic Marketing Programs

Pre-Conference Workshops: Monday, September 24, 2007

8:00 am - 11:00 am Understanding Hispanic Market Trends: Hispanic Marketing 101

Introduction

It seemed like just a fad back in the 70's; but the Hispanic Market is definitely here to stay… Latinos are now part of the mainstream, as confirmed by the 2000 Census, which identifies them as the largest minority in the United States. At this very moment there are more Hispanics in the United States than Canadians in Canada. By 2050, a quarter of the U.S. population will be comprised of men, women and children of Latino descent. If you want to grow your company, or even keep it afloat, you must begin to adapt your business and marketing strategies to embrace Hispanics as a significant part of your customer base. From groundskeepers to government officials, Latinos are everywhere and they're buying the products and services you sell. By discovering and understanding the latest trends of this growing segment of the U.S. population, you'll gain the tools you need to implement the changes necessary to
maintain growth and profitability by adapting your business and your message in a way that resonates with Hispanics. If you're a decision maker in any industry, you can't afford to ignore this seminar. Mucho Dinero is up for grabs. Independently, if you are already directing a percentage of your marketing and advertising efforts to the Hispanic community or have never considered Latinos as customers, a good chunk of your city's population is Hispanic (or soon will be). Therefore, getting acquainted and comprehending them it's of vital importance. The seminar, "Hispanic Market Trends", contains valuable information for business owners, company executives, advertising professionals, and students providing a clear and in-depth comprehension of following trends:

How You Will Benefit:

• Discover demographics and women’s influence within the Latino Community
• Know the Hispanic influence on General Market
• Understand the permanence of the Hispanic market and how you can tackle issues like language use, geographic location, Hispanic population size and growth

What Will Be Covered:

• Hear about Latino Entrepreneurship
• Know the difference between Hispanic/Latino and Latin American
• Hear an overview of the use of technology by the Latino population and Hispanic media growth
• Learn how to be culturally sensitive every step of the way
• Introduce your business to the Hispanic community through advertising
• Create repeat customers that recommend your company to family and friends.

Juan Tornoe,
Founder,
HISPANIC TRENDING
Visit Juan’s world famous blog www.hispanictrending.net

Back To Top

11:15 am - 2:15 pmSupercharging Your Brand With Deeper Consumer Insights: A How-To Guide to Field
Research and Innovative Techniques

Introduction

Focus groups and surveys are proven and trusted consumer research methodologies, but they can take a brand only so far in uncovering consumer insights. The dynamic and multifaceted nature of today’s Hispanic consumers requires a level of
understanding that goes beneath the surface to develop more effective marketing plans. Ethnographic studies and other non-traditional techniques take consumer research out of the lab and into the field by learning how consumers behave in the real world. Field research can reveal deeper insights on how consumers make choices at retail where the cash meets the counter. See how videos, photos, diaries and other under-the-radar techniques can focus and energize your brand strategy by tapping into deeper consumer insights.

How You Will Benefit:

• Learn how ethnography and innovative field research can complement traditional research methodologies to provide a more complete picture of the Hispanic consumer
• Discover various types of ethnographic studies and non-traditional techniques
• Recognize the opportunities for using field research and how to sell it to your brand’s stakeholders
• Understand innovative techniques for understanding today’s Hispanic consumer
• Learn from examples of such leading brands as Bimbo Bakeries USA, David’s Bridal and Samsung

What Will Be Covered:

• Hear the principals and origins of ethnographic research, major types of ethnographic and non-traditional techniques
• Hear how these relate to traditional research methodologies
• Learn the business case rationale for using ethnographic/innovative studies, brand case studies
• Put these techniques to work!

Mitch McCasland,
Director of Insight and Brand Strategy,
MOROCH PARTNERS

Back To Top

2:30 pm - 5:30 pmScoping, Planning and Delivering a Successful Web Presence for the U.S. Hispanic Market

Introduction

Through a review of case studies from clients in the Financial Services, Travel&Hospitality, Retail, and Software industries, Translations.com will reveal the critical elements that define successful or failure in website localization initiatives for the US Hispanic market. In addition to important guidelines for all industries, we will also explore how successful solutions differ by industry and according to specific business objectives.

How You Will Benefit:

• Take home three concrete methods to improve multilingual brand management
• Understand search engine marketing must-haves for multilingual websites
• Learn why most companies underestimate by half the resources required to support multilingual websites
• Learn the most effective strategies for reducing upfront and ongoing support costs for multilingual websites
• Gain insight into selecting your support partners (and getting them to work well together)
• Discover how to adapt existing content authoring processes for multiple languages

What Will Be Covered:

• Learn brand messaging and brand consistency across languages and cultures; automation of localization management tasks
• Create visibility into the support of multilingual websites
• Understand content triage and content optimization for multilingual websites; managing resources for highly dynamic support requirements; the intersecting roles of advertising agencies, internal brand champions and localization support resources;
  challenges in securing/selecting internal and external resources; the importance and limits of cultural adaptation; the correct marketing mix to support multilingual sites

Tim Coughlin,
Vice President,
TRANSLATIONS.COM

Back To Top

 

5:45 pm - 8:45 pmUnderstanding Second Language Barriers and Opportunities with Hispanic Qualitative Research

Introduction

In order to develop successful outreach strategies with Hispanic consumers, it is necessary to understand the barriers and opportunities involved in adapting qualitative research to this large and growing segment of the U.S. market.

How You Will Benefit:

• Learn valuable insights about the unique issues surrounding research with Spanish speaking and acculturated Hispanics
• Understand the cultural and language differences within the multifaceted Hispanic population
• Learn from case studies which illuminate the importance of using culturally appropriate research techniques with Hispanic respondents
• Discover ways to adapt the entire research effort: study design, market selection, screener development, recruiting, discussion guide development, moderating, analysis and presentation of results.
• Recognize the opportunities for strategic positioning of brands for maximum impact with the youthful and dynamic Hispanic population

What Will Be Covered:

• Understand ways to ensure that research methods and results are embedded within a Hispanic frame of reference
• Maximize opportunities to reach the growing market segment of 41 million Hispanics
• Avoid pitfalls in planning and executing qualitative research with U.S. Hispanics
• Hear the business case rationale for using focus groups, in-depth interviews, and ethnographies with Hispanic consumers

EXCLUSIVE
FOCUS GROUP Q&A WITH GENERATION Y’ERS!

Rose Marie Garcia Fontana, Ph.D., Qualitative Researcher and Consultant, GARCIA FONTANA RESEARCH

Carlos Garcia, CEO, Garcia Research Associates, GARCIA RESEARCH ASSOCIATES

Back To Top

Post-Conference Workshops: Thursday, September 27, 2007

8:00 am - 11:00 am Hispanic Quantitative Research: Understanding How to Best Research the Evolving Hispanic Consumer

Introduction

Standard quantitative research methods such as mail, mall intercepts, phone and online work differently when trying to reach Hispanics of different levels of acculturation. In this workshop we will discuss what methods work best for unacculturated, bicultural or acculturated Hispanics and how to avoid the problems of mixing methodologies when reaching different audiences.

How You Will Benefit:

• Gain valuable insights about the unique research issues surrounding Hispanics with different levels of acculturation
• Understand the cultural differences when designing questionnaires targeted to Hispanic consumers and how Hispanics differ in their approach to open-ended questions, scales (and different types of scales), preference measures, etc
• Discover ways to adapt the entire research program to different acculturation levels: from study design, to execution, to analysis and reporting
• Learn when and why to use mail, mall intercepts, phone interviews and online surveys when researching Hispanics and how to avoid errors when mixing methods.
• Discover new innovative techniques for reaching Hispanic consumers
• Review a case study where online and mall intercepts were used in a unique way to reach Hispanics of different levels of acculturation and eliminating the common problems when mixing methodologies

What Will Be Covered:

• Hear quantitative research methods about the Hispanic consumer including acculturation influences, research, design and methodology
• Determine which acculturation segment or segments should be included in your research and market objectives with your target market
• Know when and how design screeners and questionnaires to reach Hispanics at all levels of acculturation
• Avoid the most common pitfalls when planning and executing quantitative research among US Hispanics
• When and how to mix methods with minimum problems when combining results from different methodologies
• Improve your research results and findings with innovative research techniques
• Understand how acculturation, age, gender and country of origin interact in your research results and findings
• Translate research findings in actionable insights to maximize your results

Angelina Villarreal,
Vice President and Brenda Hurley,
Senior Vice President of C&R RESEARCH & LatinoEyes

Back To Top

11:15 am - 2:15 pmCreating a Right-Fit Strategy for Sustainable Hispanic Market Success: A Strategic Approach to Assessing and Planning Your Initiative

Introduction

For many companies already targeting Hispanics and for those who are considering it, success is never guaranteed. Even those with a reputation for well-planned and implemented Hispanic strategies often fail to do the up-front homework, apply the necessary analytical frameworks and set a strong strategic foundation. This often results in initiatives that do not achieve the necessary internal traction.

How You Will Benefit:

• Research and identify the necessary tools and resources to understand where your industry has been in the Hispanic market, where it is going and how your product/service might fit
• Define your Hispanic market competitive set, strategies and the thresholds you must meet or exceed in order to be competitive
• Unequivocally define and quantify your Hispanic consumer opportunity
• Assess your company’s strategy, operations and infrastructure and how to define gaps and alignment needs
• Define investment requirements and revenue potential, ROI margins and payback timing
• Develop a strategy that aligns with your company’s existing business model

What Will Be Covered:

• Hear an in-depth view of the strategic planning process companies need to apply to effectively create Hispanic market entry strategies
• Gain methodologies that are in sync with strategic, operational and organizational goals and metrics
• Hear examples of real life successes and critical miss-steps from companies such as Harris Bank, Wells Fargo Bank, Walgreens, United Health Systems and others

Attendees of this workshop will have a chance to win a free copy of Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative. Terry will also be signing her book during Luncheon on 9/25. If you wish to purchase the book prior to the conference, with a 45% publisher’s conference discount, please visit: http://www.kaptest.com/Kaplan/Article/HF_Pages/Book-Companions/marketing-tohispanics. html

Terry Soto,
CEO,
ABOUT MARKETING SOLUTIONS

Back To Top

2:30 pm - 5:30 pmHispanic Online Marketing Strategies & Tactics

Introduction

No matter what approach companies take in the Hispanic online market, there are factors that need to be taken into account – both from a technical perspective as well as an operational perspective. Lee’s extensive experience consulting with companies about their Hispanic interactive initiatives has given him a unique insight as to the considerations when developing a Hispanic online program. After covering the different top-level strategies companies can take in the Hispanic online market, they will specifically go into the best-practices and tactics for this lucrative and growing market place, providing companies with actionable initiatives that they can implement in the Hispanic online market to generate a quantifiable ROI. Best practices will be illustrated via case study format and will include examples across all industries including CPG, Pharma, Retail, Automotive, Financial Services and Government services.

How You Will Benefit:

• Learn opportunities for companies to achieve their objectives through Hispanic online initiatives
• Garner strategies companies have utilized in the Hispanic online market and the ROI associated with each (Hispanic online marketing models)
• Gain best practices and common principles of Hispanic online initiatives
• Execute best practice execution of principles illustrated via case study examples
• Master the Hispanic online market, including demographics and psychographics
• Analyze the critical business issues of someone in the audience to help them formulate a Hispanic interactive program

What Will Be Covered:

• Build your brands and gain market share
• Utilize your business objectives and generate a quantifiable return on investment
• Share some of the approaches companies have taken in the Hispanic online market as it relates to online strategy development including website development and online advertising
• Present three distinct marketing models developed by Captura Group to help categorize the options in the Hispanic online market
• Illustrate the characteristic principles associated with each strategy
• Implement Hispanic online programs that generate a quantifiable return on investment

Lee Vann,
co-Founder,
CAPTURA GROUP

Back To Top

 

5:45 pm - 8:45 pmThe Importance of Strategic Planning for Hispanic Marketing Programs

Introduction

Traditionally, corporations have relied on advertising and promotional initiatives to engage the U.S. Hispanic consumer. As their Hispanic investments continue to increase, however, companies are beginning to demand the following: greater financial justification for Hispanic programs; integration of Hispanic programs across the entire organization; increased application of research; and more effective ROI models. Corporations see the value in creating a holistic Hispanic strategy to ensure proper development, management, and results.

How You Will Benefit:

• Understand the importance of developing a business case for investment in Hispanic programs
• Learn how to leverage corporate assets across various departments for greater corporate benefit
• Discover how consumer insights can drive more effective business decisions and increased sales
• Develop new ways to measure the progress of your Hispanic programs
• Learn from examples of such leading brands as Kraft Foods, Wells Fargo, and the National Football League

What Will Be Covered:

• Hear the reasons why strategic planning must be created before any investment or decision is made regarding Hispanic programs
• Know the methodology that must be applied to deliver a sound business case, a holistic strategy, and an integrated communications platform to deliver higher sales
• Gain examples on how other companies overcame challenges similar to the ones you face today

Carlo Castilla,
Director,
LATIN FORCE

Back To Top