Multicultural Marketing & Diversity

Networking Breakfast (9:00 - 9:30)
Welcome & Agenda Review: Gilbert Davila (9:30 - 9:45)


I. VERIZON COMMUNICATIONS: THE BI-CULTURAL CONNECTION (9:45-10:45AM)
2010 U.S. Census results indicate key growth in the Hispanic segment, especially the Young Latino Americans who are born in the U.S. and are considered bi-cultural. More and more bi-cultural Hispanics are influencing U.S. market buying behavior. These consumers speak both Spanish and English, yet they still very much maintain their Hispanic culture. This brings up questions. Do you market to this target in Spanish, in English or both Spanish and English? Do you need to market differently in order to connect with this unique audience? In this session, Lisa Harrison, Senior Strategy Manager, Multicultural Marketing Strategy- Verizon Communications will discuss how to effectively reach the bi-cultural Hispanic segment and keep them brand loyal as well as how to translate a general market strategy that is culturally relevant, yet still maintains brand identity.

Speaker:
Lisa Harrison, Senior Strategy Manager, Multicultural Marketing Strategy- Verizon Communications


II. AMERICAN FAMILY INSURANCE: REACHING LATINOS ONLINE (11:00-12:00PM)
In this session, Jose Rivera, Web Experience Manager - American Family Insurance and Joe Kutchera, Author - Latino Link and Director of Digital Services at Acento will present findings on how Hispanics considerably over-index in usage of social media and mobile services relative to the general population, and are rapidly catching up with regards to e-commerce. They will outline what motivates Hispanic consumers to use social/digital media and how leading marketers engage them online and through mobile media. You will learn how to develop the right content in Spanish that will build your brand with Hispanic communities and drive consumers to your website which will increase your sales online and offline.

Speakers:
Jose Rivera, Web Experience Manager - American Family Insurance
Joe Kutchera, Author - Latino Link and Director of Digital Services - Acento


III. MULTICULTURAL MARKETING & DIVERSITY CONFERENCE & WHITE PAPER DISCUSSION: (1:00-1:30PM)
This session will be an open forum to discuss topics of interest to pursue for the annual Multicultural Marketing & Diversity Conference. We will also discuss developing an industry white paper for the Multicultural Marketing & Diversity Committee.


IV. MEMBER ROUNDTABLE DISCUSSION: THE AFRICAN AMERICAN MARKET: MULTICULTURAL MARKET SEGMENT OR GENERAL MARKET SEGMENT?
(1:30-2:30PM)
According to the 2010 U.S. Census Bureau, the African American consumer makes up 13.6% of the total U.S. population. Most are U.S. born and English is their primary language, yet they are included in multicultural marketing strategies. In this session, we will discuss the African American segment, debate on whether this segment should really be considered a multicultural segment and is it really culturally different than the general market? We will also discuss whether culturally relevant advertising is necessary to reach this segment, or if they respond equally as well to general market advertising. So, please come prepared to discuss your experiences in marketing to this growing and influential segment.

Facilitator:
Gilbert Davila, Chair - ANA Multicultural Marketing & Diversity Committee