Workshops

Workshop A: Understanding the Role of Your Organizational Structure in Creating Hispanic Market Success
Workshop B: Developing a Holistic, Multi-platform Hispanic Marketing Strategy & Aligning Internally to Win
Workshop C: Discovering Strategies and Tactics for Success in the Online Hispanic Marketing Strategy
Workshop D: Emotional Branding: How to Capture the Heart and Mind of the Hispanic Consumer
Workshop E: Developing Relationships with Hispanic Consumers at Retail
Workshop F: Planning a Digital Marketing Strategy with an ROI Approach
Workshop G: Harnessing Cyclical Market Trends for Sustained Innovation in Multicultural Economies

Pre-Conference Workshops: Monday, September 22, 2008

9:00AM – 12:00PM Workshop A: Understanding the Role of Your Organizational Structure in Creating Hispanic Market Success

After pondering the issue of “should we or shouldn’t we,” many companies tend to literally jump on the Hispanic Marketing bandwagon with little thought given to their organizational readiness to do so. As a result, in spite of ever-growing Hispanic Market ad budgets, many companies fail to see ROI, and cease their programs after spending millions. An inherent and seldom analyzed issue is the little understood role of organizational structure and the role it plays from assessment, planning, strategizing, implementation and managing a Hispanic Market initiative and ultimately, in a company’s Hispanic market success or failure.

What Will Be Covered:

Analyze pros and cons of various organizational models companies use market to Hispanics
Discover why companies cycle through a number of models with mixed results
Define what is a risk and when the right organizational model is not in place

How You Will Benefit:

Examine various organizational models that will promote success in your Hispanic marketing initiatives
Assess you company’s strategy, operations, and infrastructure, and how to define gaps and alignment needs
Develop a Hispanic marketing strategy that aligns with your company’s existing business model

Terry Soto
CEO
About Marketing Solutions

Book signing with Terry Soto (Conference Day 1, September 23, 2008, during lunch, 1:00pm), Author of Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative (* First 25 to register receive a free copy!)

12:15PM – 3:15PM Workshop B: Developing a Holistic, Multi-platform Hispanic Marketing Strategy & Aligning Internally to Win

What Will Be Covered:

Create a marketing strategy that utilizes multiple methods to reach your target audience
Integrate retail, online, and new media marketing executions
Align your organizational structure to best support your Hispanic marketing initiatives

How You Will Benefit:

Learn from real-life examples of successful multi-platform marketing executions
Explore alternatives in new media marketing opportunities
Understand how your organizational structure can be supporting or impeding your initiatives

Carlos Santiago
President & CEO
Santiago Group

3:30PM – 6:30PM Workshop C: Discovering Strategies and Tactics for Success in the Online Hispanic Marketing Strategy

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 initiative that they can implement in the Hispanic online market to generate a quantifiable ROI.

What Will Be Covered:

Build your brands and gain market share
Utilize your business objectives and generate a quantifiable ROI
Present three distinct marketing models to help categorize the option in the Hispanic online market
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

How You Will Benefit:

Learn opportunities for companies to achieve their objectives through Hispanic online initiatives
Execute best practice principles illustrated via case study examples
Analyze the critical business issues to help formulate a Hispanic interactive program

Lee Vann
Founder & CEO
Captura Group

Mid-Conference Workshop: Tuesday, September 23, 2008

5:15PM – 8:15PM Workshop D: Emotional Branding: How to Capture the Heart and Mind of the Hispanic Consumer

As the world of marketing becomes more complex and demanding, marketers are focusing more on emotional branding to distinguish their product/brand. Emotional connections are vitally important in creating brand loyalty. The critical challenge for today’s marketers is twofold: How to make your brand come alive with more specific, meaningful emotions; and how to test the emotional appeal of your brand and key marketing initiatives.

What Will Be Covered:

Recognize how ethnic consumers think, feel, and behave
Understand the emotional “DNA” and subtle nuances that effect brand loyalty
Innovate and build strong emotional brands that support the needs and desires of your consumer

How You Will Benefit:

Distinguish your product/brand and create the connection needed for long-term success
Better articulate the emotional profile of your brand
Capitalize on relevant insights and differentiate from your competition

Mario Quiñones
President
Latin Pulse

Jay Gronlund
VP & Managing Director
Latin Pulse USA

Post-Conference Workshops: Thursday, September 25, 2008

8:00AM – 11:00AM Workshop E: Developing Relationships with Hispanic Consumers at Retail

Marketers are continually being educated about various statistics and cultural nuances of the Hispanic community. From the important role of children in product selection to their preference for one-on-one communication. But how do you turn those insights to into engaging, executable programs? Ones that go beyond traditional promotional tactics to really deepen your brand’s or store’s relationship with the Hispanic market?

What Will Be Covered:

Maximize the in-store shopper experience
Identify “the right” promotional tactics that deepen your brand’s or store’s relationship with Hispanic shoppers
Create retail programs that build loyalty with brands AND the retailer

How You Will Benefit:

Walk away with real world solutions you can apply
Understand how to apply the insights to your programs
Deeper understanding of how to create win-win programs for brands and retailers

Eric Sosa
Director of Retail Services
PMG Retail & Entertainment

11:15AM – 2:15PM Workshop F: Planning a Digital Marketing Strategy with an ROI Approach

More and more CEOs, CMOs and CFOs want a marketing program that can be accountable. Internet enables Hispanic Marketing teams to develop accountable marketing programs.

What Will Be Covered:

Identify strategy definition and measurement of progress through score card (Digital marketing, media, and creative strategy)
Explore choice of digital marketing programs (SEO, SEM, E-Mail marketing, ad networks, affiliate marketing and portals)
Define measurement and optimization strategies

How You Will Benefit:

Utilize the benefits and effects of performance measurement tools
Explore new and unique ways to target an ever-growing market
Design strategies that will achieve a desired response and exponential business results

Matias Perel
CEO
Latin3

2:30PM – 5:30PM Workshop G: Harnessing Cyclical Market Trends for Sustained Innovation in Multicultural Economies

Innovations are being developed every day to respond to trends like green/sustainability. The longevity and ROI of those innovations will, in a big way, depend on the growing multicultural economy. If multicultural markets don’t respond to those trends, then they won’t respond to the innovations against them. In addition, trends in the multicultural space are influencing the U.S. mainstream. In this session you will hear about:

What Will Be Covered:

Understand how sustainability has transcended “trendiness” and has become an economic imperative in the general market, and how multicultural markets may respond
Explore health trends in consumer goods and the effectiveness/importance of innovating against these trends for multicultural consumers
Learn about technological leap-frogging and how Hispanics in particular may impact mobile offerings and cable TV packaging

How You Will Benefit:

Gain new ideas around the multicultural opportunity and how it ties to overall company strategies as opposed to isolated strategies
Join fresh discussions about innovations in product development, packaging, & marketing, and how those innovations must take into account multicultural constituents
Interact with peers around the trends and innovations in emerging/multicultural markets that are influencing the mainstream

Miguel Gomez Winebrenner
Cheskin

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