Hispanic Marketing Evolution

Description

In this seminar, Mary Beth McCabe, 2009 Lifetime Achievement Award recipient from San Diego’s Ad Club, discusses evolving trends in marketing to Hispanics in the United States. By discussing current trends in Hispanic marketing through case studies and guest speakers, she walks you step by step of what's happening in Hispanic marketing today and where it’s heading. Various case studies across industries will be analyzed in order to gain personal insight into the success and failure of diverse Hispanic marketing campaigns. Seminar attendees will be able to gain relevant answers to the questions of what they should do to reach the Hispanics in today’s marketplace. You will be in step with the changing economic landscape, learning the demographics, segmentation strategies, and concepts for a successful targeted campaign for any organization.

Module 1: U.S. Hispanic Market Today: where we came from and where is the market headed

• Marketing to Hispanics: what is different and what is the same?
• Hispanic Demographics: how do they affect my business
• Current Trends and Projected Future Trends in Hispanic Marketing
  • Environmental concerns
  • Social media

Module 2: How to Find and Reach the US Hispanic Market

• Higher End Versus Lower End Hispanic Customer
• Various Strategies to Reach Hispanic Customers
  • Web 2.0
  • TV
  • Radio
  • Newspaper
• Case studies: Energy, Consumer Products/Automotive, Real Estate

Total seminar hours: 6

Leader

Dr. Mary Beth McCabe founded Sun Marketing, specializing in Hispanic advertising/media in 1993. Sun Marketing helps companies put a spotlight on their businesses through TV, radio and web marketing. Sun Marketing's recent clients include Gerber Baby Foods, Excel Telecommunications and Pardee Homes.

Born and raised in New York, she moved to Chicago as a teenager. In 1975 she began her radio career in Dayton, Ohio, and was a radio talent and producer through 1978. Moving back to Chicago and on to TV at Univision in 1979, Mary Beth initiated Hispanic advertising for J.C. Penney, American Airlines, True Value Hardware and Chevron. Warmer weather brought her to KUSI-TV (1982-93), serving as a San Diego Ad Club board member (1986-87) and active with the Hispanic Marketing Council for many years. She currently volunteers for California Rural Legal Assistance, JDRF and Horizon Christian Fellowship.

Mary Beth is a graduate of the University of Dayton (BA), DePaul University (MBA) and Alliant University (DBA). She currently is an Assistant Professor at National University, and a former instructor at the University of San Diego, San Diego State University, UCSD Extension and other universities. Her "Strategic Changes in Television" was published by the National Association of Broadcasters (NAB). In 2008, she presented at various national events, such as Radio Ink on "Hispanic Marketing During a Recession" and the Marketing Research Association on "Hispanic Marketing: Past, Present and Future."

Dr. McCabe has traveled to every continent and has written a book to help others travel independently, publishing under the pseudonym, "Dr. Mary Travelbest." She hopes to help others understand and appreciate cultural and language differences through travel. She feels blessed to live and travel with her husband and their four children.

Guest Speaker

Walter E. Meneses, President, Meneses Research & Associates (MR&A)

Mr. Meneses founded Meneses Research & Associates (MR&A) in January 1995 and brings over 30 years experience to his clients. He's publisher of a various annual reports: “Ask Hispanics” (2001 to 2008), “Ask U.S. Hispanics” ( 2004), “Ask Tijuana” (2002), and “Ask Hispanic Teens”( 2003). Mr. Meneses specializes in the Hispanic/Latino market in the United States and Latin America. He has conducted thousands of studies among Hispanic/Latinos on: assimilation, acculturation, cultural differences among Hispanic/Latinos and various sub-cultures such as Puerto Rican, Central American, Cuban, Mexican, Chilean, Argentinean, Venezuelan, Peruvian, Colombian, Ecuadorian and many more. Mr. Meneses has developed a Level of Acculturation model of the Hispanic/Latino population in the United States. During the development of this model, thousands of people were interviewed to identify cultural differences among Hispanic/Latinos and the various sub-groups which comprise the Hispanic/Latinos. These cultural differences and similarities were identified to understand consumer behavior and social behavior. Mr. Meneses' experience qualified him as an Expert Witness in several legal cases and he has provided his professional consulting and expert testimony services on consumer behavior of Hispanic/Latinos and the cultural implications in dealing with this consumer segment. Mr. Meneses holds several seminars annually and is a highly regarded speaker on these subjects.