Conference Day One: Tuesday, September 23, 2008

9:00 Welcome Address And Opening Remarks From The Chairperson

9:15 Leveraging Multicultural Marketing To Drive Business Growth

• Connecting multicultural initiatives to the company’s overall goals
• Developing key relationships and infrastructure to support your multicultural marketing initiatives
• Using scorecards and measurement systems to demonstrate success

José Piñero
Director, Diversity and Multicultural Marketing
Microsoft Corporation

10:00 Integrating The Power Of Branded Entertainment Marketing

• Moving beyond traditional media-buy and benefit from “Advertainment”
• Creating meaningful and relevant content and programs that deliver “free” awareness
• Maximizing your PR and celebrity partnerships to gain the most ROI

Liliana Gil
Director of Marketing Services - Hispanic Initiative Lead
Johnson & Johnson

Luis Balaguer
President and CEO
LatinWE

11:30 Understanding Business-To-Business Marketing And Communication Strategies

• Identifying leading types of Hispanic-owned companies
• Understanding key marketing strategies to reach Hispanic-owned businesses
• Connecting and building relationships with Hispanic chambers of commerce
• Exploring exponential reactions of the business owner and the role of their family and employees

Martha Montoya
United States Hispanic Chamber of Commerce Region 1 Director & Founder/President
Los Kitos Entertainment LLC

Clemente Gonzalez
Regional Director – West, Emerging Markets
Aetna

12:15 The Challenge Of Reaching Out To The New Generation Of Latinos: Who Is The New Latino?

• Gaining youth culture buy-in, trust, and overall market success
• Considering both online and offline media interaction
• Benefiting from intergenerational differences and influences on other Latinos

Rick Marroquin
Chief Marketing Officer
Batanga Inc

Book signing with Terry Soto, Author of Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative (* First 25 to register receive a free copy!)

2:00 Understanding The Use Of Language And Acculturation Models: The New America

• Exploring biculturalism as a lifestyle choice and the key to future market growth and success
• Using language to reach the new generation of Latinos (second generation) while considering cultural nuances
• Understanding that Spanish is a linguistic and cultural tie that spans generations

Patricia Romero
National Manager of Multicultural Marketing
Hyundai Motor America

2:45 Panel Discussion: Attacking Strategies In Linguistic And Multilingual Approaches In Marketing Campaigns

• Determining when and where to use Spanish or English
• Understanding the challenges of language and acculturation and how to best angle strategies
• Exploring use of and developments in Spanglish

Patricia Romero
National Manager of Multicultural Marketing
Hyundai Motor America

Oscar Madrid
Associate Director, Multicultural & Lifestage Segment Marketing
Verizon Wireless

3:45 Truly Understanding Acculturation Levels And Communicating Via Culture

• Understanding how acculturation levels, language preference and time in country affects consumer perception
• Defining market classifications and realize actual target segmentations
• Considering country of origin effects, nuances with bilinguals, and biculturalism in creating marketing campaigns

Oscar Madrid
Associate Director, Multicultural & Lifestage Segment Marketing
Verizon Wireless

4:30 Using Cultural Insights To Reach Hispanic Consumer Passion Points

• Understanding the challenge of making a General Market brand promise relevant to Hispanics
• Seeking and using cultural insights to reach beyond touch points to passion points
• Making interaction relevant throughout consumer and channel spectrums

Wendy Jacobson
Promotional Marketing, SCOTT® brand
Kimberly-Clark MASS Hispanic Marketing

Richard Velez
Director, Strategic Services
MASS Hispanic Marketing

Aric Melzl
Senior Brand Manager
Scott Brand – Kimberly Clark

5:15 Chairperson’s Closing Remarks And End Of Day One

[ Register Now] · [ Next: Conference Day Two: Wednesday, September 24, 2008 ]