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AGENDA
To download a black & white brochure, CLICK HERE!
| Day 1 | Day 2 | Day 3 | |
| TUESDAY, JUNE 18TH, 2002 DAY 1 | |
| 9:00-12:00 | WORKSHOP ONE: Boomerang Effect: Why U.S. born Hispanic Youth and Recent Hispanic Immigrant Youth Need to be Targeted Differently Benito Martinez-Creel, President/CEO, Acento Advertising Inc. Companies don't always stop to consider that U.S. born consumers and foreign-born consumers often need to be targeted differently in order to achieve successful results in a marketing campaign. In this in-depth workshop, learn how newly arrived Hispanic youth represent a very lucrative opportunity for U.S. retailers - in many cases more lucrative than their U.S. born counterparts - and the specifics on how and why they need to be targeted differently. Learn about how the warring issues of acculturation for recent immigrants and retro-acculturation for U.S. born Hispanics can affect the way you market your products to them. |
| 12:00-1:00 | LUNCHEON |
| 1:00-4:00 | WORKSHOP TWO: Emotional Branding: Maximizing the Appeal of Your Brand to Hispanic Youth Max Gallegos Jr., Director, USA Marketing, McDonald’s Corporation Miguel Gomez Winebrenner, Sr. Analyst for Latin America & US Hispanic Market, C & R Research Services Inc. Andres Munoz, Sr. Account Director, Del Rivero Messianu/DDB Emotional branding can be a very powerful marketing tool. Your campaign must be carefully orchestrated in order to create the desired effect for your audience. In this session, hear specific examples of how companies are developing emotional branding strategies that are structured to appeal to Hispanic youth. Furthermore, work on generating marketing campaigns designed to appeal emotionally to the consumer and learn about triggers that have worked effectively. |
| WEDNESDAY, JUNE 19TH, 2002 DAY 2 | |
| 7:30 - 8:45 | Registration and Continental Breakfast |
| 8:45 - 9:00 | Chairperson's Welcome and Opening Remarks Felipe Korzenny, PH.D., Principal and Co-Founder, Cheskin |
| 9:00 - 10:00 | KEYNOTE ADDRESS: U.S. Hispanic Youth: What They Mean to Your Bottom Line Isabel Valdés, Co-Chair and Partner, Santiago & Valdés Solutions, LLC In her keynote address, Isabel Valdés discusses the importance of the Hispanic youth market to all growing corporations, and why the escalating impact of this group cannot be ignored in the coming years. Ms. Valdés will focus her presentation on how companies can engage in sustained marketing strategies and discuss specific long-term initiatives ensuring added value to your company's bottom line. |
| 10:00-11:00 | Hispanic Demographics 101: The Basics on Hispanic Youth and Their Lifestyles in the United States James Forrest, Account Group Manager, Strategy Research Corporation According to the U.S. Census Bureau, the Hispanic population increased by 61% between 1990 and 2001, making it the fastest-growing ethnic group in the United States. Furthermore, according to the Strategy Research Corporation, the Hispanic population will triple in size by 2050, making up 24% of the total U.S. population. While it is apparent that this is a demographic that cannot be ignored, what do these numbers mean to you? In this session, find out what the latest demographic research tells us about the:
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| 11:00-11: 15 | Networking Break*(sponsorship opportunity) |
| 11:15-12:15 | Catch the Hispanic Wave! Top Companies Capturing the Hispanic Youth Market Moderator: Martha Montoya, President/Creator, Los Kitos Panelists: Anthony Bash, CMO, Purple Mountain Media Irma Calderón Woodruff, Executive Director, The Cartel Group Laura Dergal, Consumer Marketing Manager, mun2 television Alejandra Martinez, Marketing Manager, Verizon Tito Zamalloa Jr., Manager, Urban/Ethnic Marketing, Pepsi USA, West Region When it comes to knowing the U.S. Hispanic Youth market, certain companies have identified their audience and are finding new and unique ways of targeting them. Hear from some established companies, as well as some innovative newcomers, who are changing the face of marketing to Hispanic youth, and how their marketing strategies are growing and evolving. |
| 12:15-1:15 | Luncheon*(sponsorship opportunity) |
| 1:15-2:15 | Taking Cultural Differences Into Account: Regional Segmentation in Your Marketing Campaign Rochelle Newman-Carrasco, CEO/Principal, Enlace Communications Monica Hathaway, Marketing Director, La Banda Elastica Will your single Hispanic youth marketing campaign appropriately reach all Hispanic youth throughout all parts of the U.S.? Maybe. Maybe not. In this session learn how the regional and cultural differences of Hispanic populations throughout the U.S. need to be recognized and considered when you are designing your marketing campaign. Learn when it is necessary to illustrate the nuance in a specific culture to adequately address the needs of that Hispanic audience. |
| 2:15-2:30 | Networking Break*(sponsorship opportunity) |
| 2:30-3:30 | Cultural Archetypes, Family Dynamics, and Implications for Positioning Felipe Korzenny, Ph. D., Principal and Co-Founder, Cheskin The family is the central dynamic force in Hispanic societies. In order to produce effective marketing campaigns directed to the U.S. Hispanic market, marketers can gain significant competitive advantages through the consideration of cultural tendencies and archetypes that shape the world view of Hispanic consumers. Positioning and branding can be substantially more powerful when the marketer learns about Hispanic consumers and family dynamics from inside the culture. |
| 3:30-4:30 | Marketing to Hispanic Girls and Boys (ages 2-12) Laura Groppe, CEO & Founder, Girls Intelligence Agency Dolores Kunda, President & CEO, Lápiz Marketing to Hispanic boys and girls is a very special endeavor. You must be able to identify their specific interests, and appeal to their parents' sense of culture, as well as to the child's desire to assimilate with his/her peer groups. Hear from seasoned marketing experts about their experiences in reaching these often misunderstood and under-serviced groups. |
| THURSDAY, JUNE 20TH, 2002 DAY 3 | |
| 7:30 - 8:45 | Registration and Continental Breakfast |
| 8:45 - 9:00 | Chairperson's Welcome and Opening Remarks |
| 9:00-10:15 | Navigating Generation Ñ: Attracting Hispanic Youth In Pop-Culture and Entertainment Moderator: Beatriz Acevedo, President, HIP TV Panelists: Emiliano Calemzuk, Vice President & Deputy Managing Director, Fox Latin America Channels Larry Palmacci, Vice-President Sales and Distribution, Sony Discos Deborah Castillero, President & CEO, Maracas Inc. From Taina to Shakira and from the GalaScene to Ricky Martin to Alejandro Fernandez - the Hispanic influence in pop-culture and entertainment is everywhere. The bicultural and bilingual Hispanic-American is a very powerful force that is not only changing the face of the entertainment industry, but also is one of its largest consumers. In this session, hear from senior entertainment executives who are creating successful products designed to appeal to this complex demographic and learn about how Hispanic youth are responding to entertainment merchandizing efforts. |
| 10:15-11:00 | A Window onto the World of Hispanic Youth David Morse, President, Cultural Access Group Manny Gonzalez, President, sapo communications In this presentation, David Morse of Cultural Access Group and Manny Gonzalez of sapo communications will share video from interviews conducted in the streets, shopping malls and clubs of Los Angeles to explore the inner-world, sensibilities, and drivers of this exploding marketing segment. |
| 11:00-11:15 | Networking Break*(sponsorship opportunity) |
| 11:15-12:30 | Marketing to Hispanic Tweens and Teens - Case Studies Moderator: Debra Vasalech, SVP, Marketing, Franco Research Group Speakers: Alejandro Kahan, SVP, Marketing & Business Development, Arenas Entertainment Jeff Manning, Executive Director, California Milk Processor Board - La Llorona Roberto Ramos, President, Ruido Group - National Anti-Drug Campaign Hispanic youth, ages 12-19, account for more than 14% of the total Hispanic population in the United States. Hear from cutting-edge marketers about successful strategies they are using to target the Hispanic tween and teen markets, aged 12-19. |
| 12:30-1:15 | Luncheon*(sponsorship opportunity) |
| 1:15-2:15 | Maximizing on the Digital Age: Marketing to Hispanic Youth through Interactive Technologies Moderator: Manny Gonzalez, President, sapo communications Panelists: David A. Chitel, CEO & Co-Founder, iCaramba Communications, Inc. Mark Lopez, Director of Portal Services and Business Development, Terra Networks USA Matt Rosenberg, President, Makinita LLC Ilise Welter, Head of West Coast Sales, Yahoo en espanol It is common knowledge that kids and teens are the most active participants and drivers of technology, but, where exactly do Hispanic youth fit into this mix? How accessible and popular are interactive platforms and other popular technologies among Hispanic youth? Increasingly popular, many would contend - and that popularity is showing no signs of stopping. Hear from companies who are taking advantage of marketing to this demographic via everything from viral marketing to branded content. |
| 2:15-2:30 | Networking Break*(sponsorship opportunity) |
| 2:30-3:30 | Entertainment Tie-ins: Advertising and Promotional Opportunities to Reach Hispanic Youth. Moderator: Roberto Ramos, President, Ruido Group Paneists: Jose Aranda, Marketing Director, Spanish Broadcasting System Luis Brandwayn, President & Co-Founder, Batanga Inc. Daniel Crowe, President, LATV Now that we know how to promote, the question now is, "where to promote?" In this session, hear from broadcasters, media buyers, distributors and publishing entities about where the cutting -edge promotional opportunities are located, who you can anticipate reaching through a variety of opportunities, as well as where the best growth areas are for advertisers in the coming years. |
| 3:30-4:30 | Marketing to Hispanic Youth in the School Environment Stephanie Baca, Director of Client Services, Anita Santiago Advertising David A. Chitel, CEO & Co-Founder, iCaramba Communications, Inc. Sonia Zurita, Director of Hispanic Marketing, Youth Marketing International Marketing both products and messages to kids in the school environment is another arena that is now being used successfully by many corporations in the United States. Attend this session to hear examples of corporate clients who are effectively using socially responsible in school marketing campaigns to achieve their desired goals. Furthermore, hear why this underutilized form of marketing is a way of reaching this audience that your company might want to consider. |
| 4:30-5:00 | Chairperson's wrap Felipe Korzenny will summarize the important points covered throughout this event. |
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