Lost in Translation: Succeeding in the Hispanic/Multicultural Markets - March 27, 2019

The biggest opportunity in consumer marketing in America today is to reach the fast-growing Hispanic market. In the next 25 years, this market will experience phenomenal growth.  In fact, 1 out of 6 US residents were Hispanic in 2010 and 1 of 4 will be in 2050! According to America by the Numbers (PBS), “Latinos, with a buying power of $ 1.2 trillion are becoming the nation’s most sought-after consumers and iconic brands are re-examining their marketing strategies to stay competitive in the changing marketplace.”

According to the U.S. Census Bureau—in its first nationwide demographic tally from the 2010 headcount—the U.S. Hispanic population surged 43%, rising to 50.5 million in 2010 from 35.3 million in 2000. Latinos now constitute 16% of the nation's total population of 308.7 million. The Census Bureau also estimates that the non-Hispanic white population would drop to 50.8 percent of the total population by 2040—then drop to 46.3 percent by 2050. Latinos now account for about one in four people under age 18. Simply put, this demographic transformation—holds the potential to shift the socio-economic and political dynamics across the country.  It is imperative that chambers of commerce, business and professional associations and member driven organizations help their constituents respond to this dramatic change in demographics and continuing to be relevant.

TAKEAWAYS 

How to...

  1. Become aware of the change in demographics within your market territory
  2. Assess your organization’s competencies to welcome and provide outstanding service to the Hispanic/Multicultural market segments
  3. Diversify your Board of Directors and executive leadership
  4. Analyze the competitive landscape to differentiate your brand
  5. Integrate your marketing and communications strategies to include these emerging markets
  6. Create culturally sensitive and linguistically appropriate internal and external communications
  7. Improve recruitment and "on-boarding" practices to create a more diverse and inclusive work environment
  8. Consider adding new experiential service and training modules
  9. Establish a better and more meaningful community engagement program
  10. Launch Cause Marketing and Corporate Social Responsibility Initiatives

AGENDA

Session I.     Hispanic Market Landscape and Opportunities

Session II.    Business Implications and Creating a Hispanic Agenda Plan

SPEAKERS

Speaker: Eduardo Crespo

Eduardo is the founder and CEO of Hispanic Market Solution, a Lawrence, MA based company that specializes in helping companies Understand, Reach and Service (URS methodology) the US Hispanic/Multicultural markets.  Increasing awareness about these markets and providing strategic marketing/HR direction, generating new business, creating “out of the box” solutions, crafting compelling campaigns, and connecting brands with consumers are his core strengths.

 

Speaker: Zanibel Melo

Zanibel Melo, MBA started her business, HigherDreams in 2006 in Boston, Ma, while working as Executive Producer for the Dominican international network Super Canal Caribe Internacional. Melo earned a Bachelor of Arts and Science from Boston College and a Master of Business Administration and Marketing from Strayer University. In 2009, Melo created the curriculum for the Undergraduate Business Department at Full Sail University, one of the top ten media schools in the country.

Zanibel is responsible for launching the first Bilingual Social Networking Bootcamp in Central Florida in association with Nova Southeastern University Orlando, where entrepreneurs, small business owners, marketers, and students immerse themselves in learning how to plan and execute a successful social media strategy.

Her imaginative style, creativity, and masterful skills in new media marketing have led to special appearances in media and universities around the country, such as The Boston Globe, Latin Times Magazine and Telemundo and many others. She has also been a guest at USF, Belhaven University. Wheelock College, Ana G. Méndez University and NSU Orlando to name a few.

Zanibel was a speaker at the conference, "The Power of Performance: Leadership to the Next Level" in Philadelphia thanks to the collaboration between the National Black MBA Association (NBMBAA) and the National Association of Hispanic Professionals - PROSPANICA. Melo spoke on the subject of technology and digital innovation specifically on "How to boost followers in social networks to promote real growth and acquire better results."

Recently, Zanibel has also been published in one of the most prestigious small-business digital publications called FitSmall Business, a site that is visited by over 2 million visitors a month. Melo was published in the article, " The Top 25 Instagram Marketing Tips from the Pros" in 2018.

Registration: 8:45 a.m.
Program: 9:00 a.m. - 12:00 p.m.
Fee:   $89.00

« RETURN TO EVENT CALENDAR

March 27, 2019 9:00 am - 12:00 pm

VENUE INFO

CCUA Headquarters
845 Donald Lynch Blvd
Marlborough, MA 01752

The biggest opportunity in consumer marketing in America today is to reach the fast-growing Hispanic market. In the next 25 years, this market will experience phenomenal growth.  In fact, 1 out of 6 US residents were Hispanic in 2010 and 1 of 4 will be in 2050! According to America by the Numbers (PBS), “Latinos, with a buying power of $ 1.2 trillion are becoming the nation’s most sought-after consumers and iconic brands are re-examining their marketing strategies to stay competitive in the changing marketplace.”

According to the U.S. Census Bureau—in its first nationwide demographic tally from the 2010 headcount—the U.S. Hispanic population surged 43%, rising to 50.5 million in 2010 from 35.3 million in 2000. Latinos now constitute 16% of the nation's total population of 308.7 million. The Census Bureau also estimates that the non-Hispanic white population would drop to 50.8 percent of the total population by 2040—then drop to 46.3 percent by 2050. Latinos now account for about one in four people under age 18. Simply put, this demographic transformation—holds the potential to shift the socio-economic and political dynamics across the country.  It is imperative that chambers of commerce, business and professional associations and member driven organizations help their constituents respond to this dramatic change in demographics and continuing to be relevant.

TAKEAWAYS 

How to...

  1. Become aware of the change in demographics within your market territory
  2. Assess your organization’s competencies to welcome and provide outstanding service to the Hispanic/Multicultural market segments
  3. Diversify your Board of Directors and executive leadership
  4. Analyze the competitive landscape to differentiate your brand
  5. Integrate your marketing and communications strategies to include these emerging markets
  6. Create culturally sensitive and linguistically appropriate internal and external communications
  7. Improve recruitment and "on-boarding" practices to create a more diverse and inclusive work environment
  8. Consider adding new experiential service and training modules
  9. Establish a better and more meaningful community engagement program
  10. Launch Cause Marketing and Corporate Social Responsibility Initiatives

AGENDA

Session I.     Hispanic Market Landscape and Opportunities

Session II.    Business Implications and Creating a Hispanic Agenda Plan

SPEAKERS

Speaker: Eduardo Crespo

Eduardo is the founder and CEO of Hispanic Market Solution, a Lawrence, MA based company that specializes in helping companies Understand, Reach and Service (URS methodology) the US Hispanic/Multicultural markets.  Increasing awareness about these markets and providing strategic marketing/HR direction, generating new business, creating “out of the box” solutions, crafting compelling campaigns, and connecting brands with consumers are his core strengths.

 

Speaker: Zanibel Melo

Zanibel Melo, MBA started her business, HigherDreams in 2006 in Boston, Ma, while working as Executive Producer for the Dominican international network Super Canal Caribe Internacional. Melo earned a Bachelor of Arts and Science from Boston College and a Master of Business Administration and Marketing from Strayer University. In 2009, Melo created the curriculum for the Undergraduate Business Department at Full Sail University, one of the top ten media schools in the country.

Zanibel is responsible for launching the first Bilingual Social Networking Bootcamp in Central Florida in association with Nova Southeastern University Orlando, where entrepreneurs, small business owners, marketers, and students immerse themselves in learning how to plan and execute a successful social media strategy.

Her imaginative style, creativity, and masterful skills in new media marketing have led to special appearances in media and universities around the country, such as The Boston Globe, Latin Times Magazine and Telemundo and many others. She has also been a guest at USF, Belhaven University. Wheelock College, Ana G. Méndez University and NSU Orlando to name a few.

Zanibel was a speaker at the conference, "The Power of Performance: Leadership to the Next Level" in Philadelphia thanks to the collaboration between the National Black MBA Association (NBMBAA) and the National Association of Hispanic Professionals - PROSPANICA. Melo spoke on the subject of technology and digital innovation specifically on "How to boost followers in social networks to promote real growth and acquire better results."

Recently, Zanibel has also been published in one of the most prestigious small-business digital publications called FitSmall Business, a site that is visited by over 2 million visitors a month. Melo was published in the article, " The Top 25 Instagram Marketing Tips from the Pros" in 2018.

Registration: 8:45 a.m.
Program: 9:00 a.m. - 12:00 p.m.
Fee:   $89.00