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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.

2009 Hispanic Retail 360 Summit
Agenda (as of 6/26/2009)
SUNDAY, AUGUST 9, 2009
9:00 a.m. – Noon	Registration Desk Open
Noon – 3:30 p.m.	Store Tour
Front Door	Buses leave hotel promptly at Noon for tour of three or four Las Vegas area retailers that successfully target Latino shoppers. (Space is limited. Registration for tour is on a first-come, first-served basis.) BEST BUY Mariana's Supermarket Supermercado La Bonita Family Dollar
4:00 p.m.	Registration Desk Reopens
4:30 p.m. – 4:40 p.m.	Introduction: “Cultural Credibility Creates Commercial Viability” Master of Ceremonies: Armando Martin, President, XL Edge; columnist, Progressive Grocer
4:40 p.m. – 5:30 p.m.	Opening Keynote Address: "Becoming the Preferred Destination for Latinos" How Best Buy is driving to be the preferred entertainment and electronics destination for Latinos Speakers: Teresa Iglesias-Solomon, Vice President, Hispanic Initiative Panelists: Christine Webster Moore, Vice President, .Com Business Initiative Marco A. Orozco, Territory 2 Marketing Manager, Hispanic Initiative, Southwest USA & Hawaii Jackie Rodgers, Territory 5 Marketing Manager, Hispanic Initiative, Chicago Ronee Wyatt, Territory 3 Hispanic Field Support Manager, Texas
5:30 p.m. – 6:30 p.m.	"Hammering It Home: Ace Hardware's Hispanic Test" In 2008, Ace Hardware made its first foray into the Hispanic retail market. Hear how a series of marketing and communications strategies in Hispanic designated stores in Denver contributed to a 7% lift in sales versus a year ago, while other non-Hispanic stores report a 5% decline. Speakers will share details of this success story along with 5 surefire tips every retailer can use to increase Hispanic footprints into their stores. Speakers: Cindy Nunez-Hasman, MBA, Multicultural Marketing Manager, Ace Hardware Corp. Jose Gonzalez, Partner, Chief Strategist, Revolucion
Immediately following:	Opening Reception for All Attendees

MONDAY, AUGUST 10, 2009
7:30 a.m. – 8:30 a.m.	Continental Breakfast Product Showcase Open
8:30 a.m. – 9:30 a.m.	GENERAL SESSION 1 *“Hispanics and the Economy Today”* Poor consumer confidence, high unemployment, and a credit freeze have sent the U.S. economy into one of the worst recessions of our lifetimes. Experts from the Nielsen Company will review how Hispanics are faring in these difficult times. By analyzing purchase behavior, survey results, and media habits we can begin to understand the impact that these tough economic times have had on this important consumer group. Through this analysis we will also begin to highlight the key areas to focus on in order to be successful with Hispanic consumers in today’s harsh economy. Speakers: Doug Darfield, Senior Vice President, Ethnic Measurement, Nielsen Media Research Daniel Aversano, Product Leadership, Nielsen Consumer Panel Services
9:30 a.m. – 10:30 a.m.	GENERAL SESSION 2 “The Transformation of the Hispanic Shopper in a Recessionary Economy: Implications and Opportunities for Retailers” Terry Soto, President & CEO, about marketing solutions, inc.
10:30 a.m. – 11:00 a.m.	Break Product Showcase Open
11:00 a.m. - 11:45 a.m.	GENERAL SESSION 3 *“Supplier Diversity: A Business Imperative“* Retailers can reap immense opportunity and advantage in the market if they incorporate supplier diversity strategies into their core business practices. How to do it, and why. Michael Byron, Vice President, Supplier Diversity, SUPERVALU
11:45 a.m. - 12:30 p.m	Coca-Cola Presentation Reinaldo Padua, Assistant Vice President, Hispanic Marketing, Coca-Cola North America
12:30 p.m. - 1:00 p.m.	Presentation of 2008 Hispanic Retail Excellence Awards
1:00 p.m. - 2:00 p.m.	Lunch Product Showcase Open
CONCURRENT SESSIONS 1A-3A 2:00 p.m. – 3:00 p.m.

1A–Advertising & Marketing Track	Concurrent Session 1A *“Seeking Growth via Hispanic Segments in a Down Economy”* In an economy where consumers are spending less and retailers are struggling to survive, Hispanics represent a path to sustainability and growth for many retail sectors. The co-founder and president of Geoscape will draw from various customer experiences to link the econometrics of consumer buying to the supply chain management that retailers must hone in an increasingly challenging environment. Data ranging from demographics, segmentation, trade area analytics, shopping behavior, dynamic mapping and media metrics will help you develop a clear portrait of why Hispanics represent a lucrative retail opportunity amid an economy where other segments are dormant or declining. César M. Melgoza, co-Founder and President, Geoscape
2A–Retailing Track	Concurrent Session 2A “Leveraging Your Assets to Maximize Results in Multi-Cultural Programs” Manny Fields, Senior Partner, XL Edge
3A–Consumer Insights Track	Concurrent Session 3A “Mayberry, USA: Yesterday, Today y Mañana- Opie's World Has Changed”. A lively, humorous and insightful look at how some marketers are targeting the U.S. Latino market based on outdated assumptions or lack of knowledge of cultural insights and segmentation. All aspects of "Main Street USA" have changed, and Latino audiences (and families) have changed as well. Using visual and verbal cues, this presentation will help attendees identify opportunities, solve problems, create bigger breakthroughs and attain better ROI on their efforts. Joe Ray, President/Creative Director, Estudio Ray
CONCURRENT SESSIONS 1B-3B 3:15 p.m. – 4:15 p.m.

1B–Advertising & Marketing Track	Concurrent Session 1B *“Unleash the Power of Women of All Colors – Latina, Black and Asian”* Women of color generate nearly $1 trillion in consumer spending and another $230 billion as entrepreneurs. Yet most companies market to women as a monolithic group, aiming primarily at White women. With groundbreaking proprietary research, Miriam Muley explores how cultural and ethnic differences shape the way women respond to life experiences. She encourages companies to embrace the cultural and ethnic identity of women of all colors with the same tenacity, commitment to grow, and deployment of economic resources that are given to other consumer audiences. Miriam Muley, President & Founder, The 85% Niche; author, The 85% Niche: The Power of Women of All Colors — Latina, Black and Asian
2B–Retailing Track	Concurrent Session 2B *“Leveraging the Power of Your Latino Workforce”* In this interactive workshop participants will learn how to leverage the traits that their Latino employees bring to their companies to help them advance in their careers. They will also understand how to deal with some aspects of the Latino culture that if not managed well can present obstacles for employee development and retention. Mariela Dabbah, author, Latinos in College: Your Guide to Success, Help Your Children Succeed in High School and Go to College, How to Get a Job in the U.S.; co-author, The Latino Advantage in the Workplace
3B–Consumer Insights Track	Concurrent Session 3B *“From the Screen to the Heart – 360 Degree Integration”* One week in the life of Maria and Juan will illustrate the emotional connection between Hispanic language, level of acculturation, traditions, and their lifestyle with different brands that could make them feel a strong link with their heritage. Learn how media influences Hispanic life and how to create a multilevel platform (360 degree) strategy to connect with the consumers, not only at home but also at stores, with products, promotions, online content, mobile, events, VIP experiences, and meet & greets. Maria Del Carmen Rotter, Managing Director,Televisa Consumer Products
CONCURRENT SESSIONS 1C-3C 4:30 p.m. – 5:30 p.m.

1C–Advertising & Marketing Track	Concurrent Session 1C *“Profiting at the Border: Using Outdoor Advertising to Impact Cross-Border Lifestyles”* Jennifer Stefano, CEO, Border Billboard
2C–Retailing Track	Concurrent Session 2C *“Making Brands and Stores Work Together for Hispanic Success”* There's a famous quote from P&G's Jim Stengel who said: "It's not about Hispanic marketing, it's about marketing." This panel will review how to create a fully integrated marketing promotion that has general market and Hispanic market components throughout all of its touchpoints. They will share insights on how a multi-brand effort can create a messaging platform to increase sales. Chiqui Cartagena, Managing Director, Hispanic Ventures Group, Meredith Corp. Sandy Uridge, Senior Director, Morning Foods Promotions, The Kellogg Company
3C–Consumer Insights Track	Concurrent Session 3C *“Hispanics and the Retail Experience”* Mintel’s latest multicultural report (August 2009) not only covers basic data on Hispanic population and purchasing power, but more importantly discusses the retail experience for different segments of the Hispanic population. This presentation will provide a greater understanding of how acculturation impacts consumer choices, mindset and purchasing behavior, as well as insights on how to best reach, communicate and connect with consumers at different levels of the acculturation spectrum. Leylha Ahuile, Multicultural Reports Editor and Senior Analyst, Mintel International Group
5:30 p.m. – 7:00 p.m.	Cocktail Reception in Product Showcase Area – All attendees welcome.

TUESDAY, AUGUST 11, 2009
7:30 a.m. – 8:30 a.m.	Continental Breakfast Product Showcase Open
8:30 a.m. – 10:00 a.m.	SPECIAL RETAILER PANEL “Innovation in Addressing Hispanic Shoppers” “How to” stories by innovators, advanced insights, and leading edge case examples from a panel of prominent retailers who are leaders in marketing and serving the Latino shopper. Moderator:Art Turock, Strategic Analyst, Art Turock & Associates Panelists: Tracy Krogstie, Marketing & Promotions Manager, Jewel- Osco/SUPERVALU Jose Amaya, Director, Diversity, HY-VEE, Inc. Marco Orozco, Territory Hispanic Market Manager, SW USA & Hawaii, BEST BUY Daniel Herrera, Marketing Manager, Food Lion, LLC Juvenal Chavez, President, Mi Pueblo Food Center
CONCURRENT SESSIONS 1D-3D 10:00 a.m. – 11:00 a.m.

1D–Advertising & Marketing Track	Concurrent Session 1D *“International Mobile Top-Up: How It Relates to International Money Remittance for the Latin Market”* International Mobile Top-Up provides direct top-up of international prepaid wireless services from the U.S. to consumers in other countries. Top-Up replenishes a prepaid wireless user’s account for voice, data, text and other service features – in real-time. International Mobile Top-Up provides additional revenue to retailers. Bruce Burke, Director, Business Development, iPayStation
2D–Retailing Track	Concurrent Session 2D TBA
3D–Consumer Insights Track	Concurrent Session 3D TBA
11:15 a.m. – Noon	Closing Remarks MC Armando Martin