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Hispanic Conference Schedule

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The Hispanic conference schedule is the breakdown of events and activities taking place at the three-day Hispanic Retail 360 Summit. Check out the conference agenda, which takes you through each day's highlights. The Hispanic conference schedule includes continental breakfasts, keynote addresses from Latino marketing experts, product showcases, and much more. The conference agenda always gives you something to enjoy throughout each day, whether it's early in the morning or toward the day's end.

2010 HISPANIC RETAIL 360 SUMMIT

Agenda (As of 8/4/2010. Sessions and speakers subject to change.)
SUNDAY, AUGUST 8, 2010
9:00 a.m. – Noon	Registration Desk Open
11:30 a.m. – 3:30 p.m.	Store Tour Buses leave hotel promptly at 11:30 a.m. for tour San Diego area retailers that successfully target Latino shoppers, including Northgate Markets, Appletree Market and Supermercado Murphy’s. NOTE: Store tour requires pre-registration for the tour. Space is limited.
4:00 p.m.	Registration Desk Reopens
4:30 p.m. – 4:40 p.m.	Introduction Co-Emcee Armando Martin, President, XL Edge; columnist, Progressive Grocer
	Co-Emcee Graciela Eleta, Senior Vice President, Brand Solutions, Univision Communications
4:40 p.m. – 5:30 p.m.	Opening Address Carla Dodds, Director, Multicultural Marketing and Marketing Vendor Management, Walmart Steven Wolfe Pereira, Senior Vice President, MediaVest/Managing Director of MV42
5:30 p.m. – 6:45 p.m.	GENERAL SESSION 1 Retailer Panel: Serving Blue-Collar & Budget-Conscious Latino Shoppers Moderator: Art Turock, CEO, Art Turock & Associates Retailer Case Studies: Irene Sibaja, Senior Director, Multicultural Marketing, 7-Eleven Corp. Kevin Kilpatrick, Publisher, Constru-Guia al Dia magazine Daniel Herrera, Hispanic Marketing Manager, Food Lion
Immediately following 6:45 p.m. – 8:30 p.m.	Networking Cocktail Reception -- All Attendees Welcome

MONDAY, AUGUST 9, 2010
7:30 a.m. - 8:20 a.m.	Continental Breakfast sponsored by Save-A-Lot Food Stores Product Showcase Open
8:20 a.m. - 8:30 a.m.	Introduction Co-Emcee Graciela Eleta
8:30 a.m. – 9:30 a.m.	Soledad O�Brien Keynote Speaker Acclaimed Special Investigations Correspondent and Host of CNN�s �In America� Documentaries Author of companion book to �Latino in America�
9:30 a.m. – 10:30 a.m.	GENERAL SESSION 2 Coca-Cola presentation: Connecting Latino Capabilities with Latino Marketing Strategies Diane Wallace, VP Shopper Marketing, Coca-Cola North America Reinaldo Padua, Assistant Vice President, Hispanic Marketing, Coca-Cola North America Al Rondon, Sr. Brand Manager, National Customers, Multicultural Marketing, Coca-Cola North America

10:30 a.m. – 11:00 a.m.	Break Product Showcase Open
11:00 a.m. – 12:15 p.m.	GENERAL SESSION 3 *Why In-Culture Marketing Is Critical to the Long-Term Success of Any American Enterprise* Understand why marketing to high-growth segments such as Hispanics, Asians and African-Americans is key to securing growth for corporations across industries. Get facts and figures that impact corporate strategy at all levels of management and see why in-culture marketing should be mandatory for most corporations. Dr. Felipe Korzenny, Director of the Center for Hispanic Marketing Communication, Florida State University Cesar M. Melgoza, Founder & CEO, Geoscape
12:15 p.m. – 12:30 p.m.	Presentation of Anheuser-Busch check to a Hispanic Charity
12:30 p.m. – 1:45 p.m.	Lunch sponsored by Telemundo Product Showcase Open

CONCURRENT SESSIONS 1A-4A 1:45 p.m. - 2:45 p.m.
1A–New Media Track	*Concurrent Session 1A Hispanic Social Networks: Welcome to Web 3.5 – BEGINNER* Over 272 million people worldwide use social networks. But while thousands of Latinos can be found on the standard social networks like Facebook, the real masses are elsewhere. Learn how to make the most of social networking to gain impact with the Latino consumer. Nannette Rodrigues, Director of Hispanic Marketing, Business Development, Innova Ideas & Services
2A–Entertainment & Culture Track	Concurrent Session 2A *Cross-Over Appeal: The “Latinization of Style”* A look at the cultural zeitgeist of bicultural Latinos and their unique cultural contributions, including how they manifest their style. From a retailer perspective, we�ll look at fashion and phenomena such as Daisy Fuentes� apparel line that appeal to both Latinos and the general market. Miriam Muley, VP of Client Services, The Vox Collective
3A-Consumer Insights Track	Concurrent Session 3A *Understanding the Hispanic Consumer - INTERMEDIATE* The Latinum Network will provide a nuanced picture of growth in the Hispanic market, identifying major sources of growth and predicting shifts in Hispanic consumer demand. While household growth is the main driver of overall Hispanic spending and the population is acculturating, tastes remain traditional, and cultural messaging still makes an impact. In this dynamic environment, catering to the complex preferences of bicultural consumers will be key to future success. Look for surprising and actionable insights for marketers to use as they explore new ways to capture this surging market and weigh incremental investments. Michael Klein, Co-Founder, David Wellisch, Co-Founder, Latinum Network
4A–Direct Mail Panel	Concurrent Session 4A *Targeting Latino Shoppers with a Measurable ROI* As the Hispanic population buying power continues to grow, so too does direct marketing to this group. Experts from various companies discuss winning direct marketing efforts that create ROI. Moderator: Vincent Andaloro, President & Founder, Latin-Pak Panelists: Marla Rappaport, Hispanic Family Care Marketing, Kimberly-Clark, Rodolfo Rodriguez, Director, Multicultural Marketing, General Mills Roger Garcia, Brand Manager, Coors Family of Brands Hispanic
CONCURRENT SESSIONS 1B-4B 3:00 p.m. - 4:00 p.m.
1B–New Media Track	Concurrent Session 1B *Creating a Social Buzz – Using Social Media to Reach and Influence the Hispanic Social Network –INTERMEDIATE* The growth of the Hispanic blogosphere and the overall popularity of social networking sites signify two important trends for the retail industry: the emergence of a new group of Hispanic influencers and a marked shift away from traditional news sources. This session will provide an overall view of the social media arena and specific strategies retailers can use to capitalize on this trend. Jose Villa, Founder, Sensis
2B–Entertainment & Culture Track	Concurrent Session 2B Latino Hip-Hop How retailers and consumer product goods companies can increase their sales to young Latino men and women through this entertainment channel. Erin Patton, author, "Under The Influence: Tracing the Hip-Hop Generation's Impact on Brands, Sports, & Pop Culture"
3B–Consumer Insights Track	Concurrent Session 3B *Using Acculturation as a Tool to Predict Hispanic Demand – INTERMEDIATE* Case study on proprietary research conducted by Spectra and a spirits industry client to develop zip-code based Hispanic consumer targeting that works for most consumer product categories, and can be replicated easily within Spectra InfiNet., Lou Willsea, Market Consumer Planning Manager, Brown-Forman Inc. Eric Dresbach, Nielsen Spectra
4B - Special Research Session	Concurrent Session 4B Gaining Multicultural Intelligence -- INTERMEDIATE In this video-packed presentation, David Morse, author of the book, 'Multicultural Intelligence: Eight Make-Or-Break Rules for Marketing to Race, Ethnicity and Sexual Orientation' looks at the good, the bad and the ugly, arguing that instead of getting pushed to the background, marketing to Hispanics needs to become more sophisticated and take their rightful place--front and center. David Morse, President & CEO, New American Dimensions

CONCURRENT SESSIONS 1C-4C 4:15 p.m. - 5:15 p.m.
1C - New Media Track	Concurrent Session 1C Beyond Hispanic 101: Reaching the 18-24 Latino Demographic Via New Media – ADVANCED Because the new Latino market reads, listens and views their media in English, they, more than ever, need to be successfully reached with the new and various forms of Internet marketing and social networking that is becoming their preferred form of media provided their cultural roots of family, music, food, ethnic pride and even God are not forgotten. Ray Garza, President and CEO, The Hispanic Agency
2C–Entertainment & Culture Track	Concurrent Session 2C *Scoring with the 2010 FIFA World Cup – How is Soccer Influencing America Mainstream -- ADVANCED* Retailer panelists discuss their success stories. Jose Espinosa, Director, Multicultural Commercialization and Customer Programming – Strategic Marketing, Coca-Cola Panelists: Tracy Galindo, Multicultural Marketing Consultant for Jewel-Osco Kevin Krause, Chief Marketing Officer, Kum & Go
3C–Consumer Insights Track	Concurrent Session 3C *Leveraging In-Market Testing to Make Smarter Choices & Ensure Greater ROI* Presenters discuss the benefits of combining store level and household level metrics, and provide examples of the types of findings that can be obtained and how to avoid common pitfalls. Autumn McDonald, Director, Consumer Insight & Strategy, Kraft Foods Roberto Ruiz, Vice President, Brand Solutions, Univision Communications Inc.
4C–Financial Service Session	Concurrent Session 4C *Using Alternative Financial Services to Reach Hispanic Consumers – INTERMEDIATE* Retailers nationwide are differentiating themselves and attracting the growing Hispanic market by offering in-store financial services. This session will provide an overview of the potential of the unbanked and underbanked market, the key to managing risks associated with check cashing and other financial services, and a case study with a grocery retailer. Chuck Ullan, Executive Vice President, Strategy and Finance, AllTrust Networks Michael Hafer, Vice President Global Cards, Western Union
Immediately following 5:30 p.m. – 7:30 p.m.	Networking Cocktail Reception -- All Attendees Welcome

TUESDAY, AUGUST 10, 2010
7:30 a.m. – 8:30 a.m.	Continental Breakfast Product Showcase Open
8:30 a.m. - 9:30 a.m.	Introduction Co-Emcee Armando Martin GENERAL SESSION 4 Nielsen Research Presentation Doug Darfield, Senior Vice President, Ethnic Measurement, Nielsen Media Research Ceril Shagrin, Executive Vice President, Univision Communications, Inc.
9:30 a.m. - 10:30 a.m.	GENERAL SESSION 5 Panel: Targeting Hispanic Shoppers in the “New World” of the Internet Online is the growing media today and Hispanics are the emergent demographic in the U.S. How can retailers take advantage of these two converging trends? Find out from leading marketers Best Buy and American Family Insurance as well as the author of Latino Link about how to best target your Hispanic retail customers online with measurable results. Moderator: Joe Kutchera, Author/Consultant, Latino Link Panelists: Ana Grace, BestBuy.com en español Jose Rivera, American Family Insurance
10:30 a.m. - 11:30 a.m.	GENERAL SESSION 6 Panel: Targeting Hispanic Shoppers at Home and In the Store-Retailer Case Studies Moderator: Don Longo, Editorial Director, Stagnito Media Panelists: Shayne Walters, Vice President, Business Development, PowerDirect Marketing Julie Victor, Telemundo Digital Out-of-Home
11:30 a.m. – Noon	Closing Remarks Armando Martin