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Day One: Wednesday, October 27, 2010 |
| 7:30 am to 8:00 pm |
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Registration |
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Registration opens on the 14th floor near the Metropolis ballrooms. Participants will receive a conference bag with a binder containing the presentation slides and other valuable materials
Foyer |
| 7:30 to 8:30 am |
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Breakfast for workshop attendees
Metropolis A |
| 8:30 to 10:30 am
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Pre-Conference Workshop: |
| Introduction to the Geoscape® Intelligence System (GIS) |
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Find out what hundreds of companies have discovered--deep multicultural consumer, business and media data, analysis and
visualization tools via a user-friendly web browser platform. Recommended for non-subscribers to the GIS, however existing subscribers may see it as a "refresher". |
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2010 Presenter: TBA
2009 Presenter: Melissa Peralta, Systems & Marketing Specialist; Geoscape
Gotham |
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10:30 am to 12:00 pm
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BIO |
Pre-Conference Workshop:
Advanced uses of the Geoscape® Intelligence System (GIS)
Learn how to address specific challenges among Retail, Direct and Media with industry-specific applications across distinct verticals.
2010 Presenter: TBA
2009 Presenter: David Mesas, GIS Sales Unit Leader; Geoscape
Gotham |
| 12:00 to 1:00 pm |
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Lunch for Workshop Participants
Metropolis A |
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1:00 to 1:45 pm
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BIO |
European Geoscape Intelligence System |
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Learn about multiculturism in Europe as we introduce you to the upcoming release of the European Geoscape Intelligence System. |
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2010 Presenter: TBA
2009 Presenter: Ron Cohen, Director of Products and Services: Geoscape Europe BV
Gotham |
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1:45 to 2:30 pm
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BIO |
How to Capitalize on Behavioral Consumer Insights in the Quick Service Restaurant Business
Phil will provide a detailed case study on how Burger King could increase its market share relative to McDonalds, Taco Bell and others in the QSR and retail.
2010 Presenter: TBA
2009 Presenter: Phillip Beswick, Executive Vice President; International Demographic (Publisher of The Media Audit)
Gotham |
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2:30 to 3:15 pm
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BIO
BIO |
Who Is Your Customer Really? Using MRI for Customer Insights
MRI is a unique, multi-dimensional information resource covering hundreds of products and media platforms. Find out how to harness its power through the GIS.
2010 Presenter: TBA
2009 Presenters: Jeanine Taylor, Vice President, Data Partnerships; and Susan Nuñez, Senior Account Executive, Agency and MultiCultural Sales; Mediamark Research & Intelligence
Gotham |
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3:15 to 4:15 pm
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BIO
BIO |
Ground-Truth Segmentation™
Learn how a multi-dimensional segmentation system can help you link strategy to customer acquisition and retention using innovative techniques and data resources.
2010 Presenter: TBA
2009 Presenters: Arthur Rockwell, Vice President Sales; Geoscape and Carlos Cordoba, Senior Client Service Director; Geoscape
Gotham |
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6:00 to 8:00 pm
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Welcome Reception |
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Arrive early into Miami so that you can get settled into your room, register to the conference and enjoy an informal evening reception where you can meet new and old friends and colleagues. We welcome you to join us as we enjoy hors d'oeuvres and cocktails, while sailing the Miami Beach area on a luxurious yacht cruise departing directly from the Epic Hotel.
Boat departs from the Epic dock, outside of The Living Room |
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2009 Sponsors: SOR Entertainment & Acxiom Corporation |
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| Day Two: Thursday, October 28, 2010 |
| 7:30 am to 7:00 pm |
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Registration
Foyer |
| 7:30 to 8:30 am |
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Continental Breakfast |
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Wake up, smell the café then prime your system for the day's activities.
Gotham |
| 8:30 to 9:30 am
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BIO |
The Multicultural Market Landscape: 2010/2015 |
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The business and socioeconomic landscape is evolving rapidly. It is important to look at both the big picture with national and metropolitan area views and equally important to know that your resources are deployed accurately at a micro-neighborhood level to execute advertising, retail and direct marketing initiatives.
This session will feature an overview of Geoscape's own American Marketscape DataStream™: 2010 Series which provides unprecedented depth of coverage and accuracy for multicultural markets. The basic methodological framework will be illustrated along with a visual summary of key facts and figures--covering historical and upcoming population, housing and lifestyle characteristics.
A full-color document containing a graphical and tabular summary and interpretation of these data will be distributed at the conference--this will prove valuable as a reference tool for ongoing planning and execution of marketing, media and distribution endeavors. |
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Presenter and Moderator for Day Two: César M Melgoza, Managing Partner & CEO; Geoscape
Metropolis |
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9:30 to 10:15 am
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BIO |
Latinos in the New Economy: Como han cambiado las cosas |
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Moctesuma will share his experiences and insights as a Chicano/Latino community leader and activist, film producer and media executive. Having been a catalyst for the civil rights movement in the Southwestern U.S. as well as an award-winning film producer, Mr. Esparza will help us gain clarity on the evolution of Latinos within the American culture and in the entertainment industry. Dont miss this rare opportunity to get a first hand authoritative account from someone who has both lived the experience and contributed to its portrayal on the screen. |
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2010 Presenter: TBA
2009 Presenter: Moctesuma Esparza, CEO - Maya Entertainment & Maya Cinemas; Award-winning filmmaker, producer, entertainment executive & entrepreneur.
Metropolis |
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10:15 to 10:30 am |
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Coffee Break
Foyer |
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10:30 to 11:15 am
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BIO |
African America and Beyond: Black and Urban Cultural Influence |
Understand how African Americans have not only grown and prospered as a market but how American culture has been transformed by the influence in music, art, fashion, sports and business. Find out how the "Urban" market segment transcends nationalities into a common lifestyle that can serve as a channel for marketers. |
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2010 Presenter: TBA
2009 Presenter: Bob McNeil, President & CEO; IMAGES USA
Metropolis |
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11:15 am to 12:00 pm
 
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BIO |
Asian Americans: Easier to Reach Than You Think |
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Many marketers shy away from the Asian American segment because they think it's too diverse. What they dont realize is that there are many common elements that make Asians a cost-effective market including extremely high use of social media. This session will explode many of the myths surrounding this rapidly-growing $500 billion market and help you get your foot in the door. |
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2010 Presenter: TBA
2009 Presenter: Michael Soon Lee, MBA, President - EthnoConnect; author of "Cross Cultural Selling for Dummies"; former Marketing Director - State of California
Metropolis |
| 12:00 to 1:00 pm |
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Lunch |
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Relax and enjoy a nice meal while networking with colleagues.
Gotham |
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1:00 to 1:45 pm
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BIO |
The Advantage of Inclusion |
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A diverse corporation can open itself to new and growing opportunities. Learn how to engineer the company to capitalize on multicultural growth while serving diverse cultures more effectively. |
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Presenter: Peggy Hazard, Vice President Global Solutions; Global Lead Management Consulting
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1:45 to 2:30 pm
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Case Study: Consumer Goods |
Consumer goods providers require both a clear understanding of their consumers as well as their palates and shopping preferences. As a beverage products company, Allied Beverage has tremendous market share within the U.S. and has recognized the opportunity to leverage their brands among African-Americans and Hispanics living in the U.S. Learn how Allied Beverage is innovating by serving up its products on shelves frequented by diverse ethnic markets. |
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2010 Presenter: Marco Yanez, General Sales Manager - Allied Nations; Allied Beverage Group, LLC
2009 Presenter: Bernardo Meza, Senior Brand Manager; Wm. Wrigley Jr. Company
Metropolis |
| 2:30 to 2:45 pm |
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Refreshment Break
Foyer |
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2:45 to 3:30 pm
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Case Study: Retail |
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In a highly competitive market, it is imperative for Retail companies to employ strategies that go beyond site planning. Setting up shop in a new part of town and expecting new business is simply not enough, so how do you drive diverse cultural segments to your stores and turn them into loyal customers? Advance Auto Parts will share their insights on the significance of creating cultural links between ad campaigns and in-store experiences, as well as securing buy-in from upper management. |
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2010 Presenter: Tony Suarez, Director, Multicultural Customer Experience; Advance Auto Parts
2009 Presenter: Bernardo Meza, Senior Brand Manager; Wm. Wrigley Jr. Company
Metropolis |
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3:30 to 4:15 pm
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BIO
BIO |
Case Study: Insurance |
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This case study will show how American Family Insurance is striking a coveted balance between being culturally relevant with its Hispanic marketing and remaining cohesive with its general market campaigns. Learn how the company is carving out a distinctive voice in one of the most competitive categories in the industry by focusing on intrinsic human insights, developing a strong brand platform and maximizing its impact with 360 integration. Finally, you will see how American Family's focus on core marketing and branding principles is also leading to even greater efficiencies and reach via "reverse transculturation" -- the emerging trend of adapting Hispanic campaigns to be relevant to the general market. |
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2010 Presenter: TBA
2009 Presenters: Lisa Bacus, VP of Marketing; American Family Insurance and Jennifer L. Woods, Executive Vice President; The San Jose Group
Metropolis |
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4:15 to 5:00 pm
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BIO |
Case Study: The African American and Urban Consumer Psyche |
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How Moet Hennessy sensed lifestyles into mass appeal brands in premium segments. Noel will illustrate how the African American consumers penchant for high end products help transform brands from sleepers to big winners. |
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2010 Presenter: TBA
2009 Presenter: Noel Hankin, Sr. VP Multicultural Relations; Moet Hennessy USA
Metropolis |
| 5:00 to 6:00 pm |
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Break |
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Relax and enjoy your hotel's luxuries while getting ready for the following reception, dinner, and live entertainment. |
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6:00 to 10:00 pm
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Reception followed by Dinner & Live Entertainment |
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Relax, network and enjoy a fine meal with friends and colleagues from diverse industries and backgrounds. The Multicultural spice will be added to the evening's dinner reception coupled with the best entertainment in Miami. Don't miss out!
Metropolis
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2009 Sponsor: SOR Entertainment |
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| Day Three: Friday, October 29, 2010 |
| 7:30 to 8:30 am |
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Continental Breakfast |
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Wake up, smell the café and prime your system for the day's activities.
Gotham |
| 8:30 to 9:00 am
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BIO |
TransFirmation™: Convert Market Intelligence into Intelligent Marketing then to Business Advantage |
| David will illustrate how to build a winning platform through the use of strategic planning, innovative analytics and intelligent marketing then tie that into long-term corporate goals that truly pay-off. |
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2010 Presenter and Moderator for Day Three: TBA
2009 Presenter and Moderator for Day Three: David Perez, Managing Partner; Geoscape
Metropolis |
| 9:00 to 9:45 am |
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Case Study: Utilities |
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BIO |
In an industry that is rapidly evolving within de-regulated and highly competitive service markets, 360 degree innovation in ethnic marketing is essential. Learn how First Choice Power transformed its marketing strategies to acquire, retain, and grow profitable relationships with Hispanic consumers in Texas. |
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2010 Presenter: TBA
2009 Presenter: Andres Reyes, Strategic Alliances and Hispanic Marketing; First Choice Power
Metropolis |
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9:45 to 10:30 am
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BIO |
The Latinum Network: Leveraging insights to unlock the value of the US Hispanic Marketplace |
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This session will offer participants a unique lense into the most pressing challenges, issues, and priorities that multicultural marketing executives are facing as they endeavor to make an impact within their corporations. Through its one-of-a-kind 'Voice of the Leader' Survey, Latinum Network will share strategic insights from over 30 leading corporations. |
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2010 Presenter: TBA
2009 Presenter: David Wellisch, Co-Founder & CEO; Latinum Networks
Metropolis |
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10:30 to 10:45 am |
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Coffee Break
Foyer |
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10:45 to 12:15 pm
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BIO
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Strategic Media Planning: Optimizing the Media Mix for Target Segments |
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The media options are rich, varied and increasingly attractive. Learn about the options available to communicate with segments across the spectrum of audiences. Understand how to determine which of these options best fuel your campaigns in order to achieve branding and demand generation objectives. Find out about the latest tools, data and technologies that enable rapid assembly award-winning action plans. |
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2010 Presenters:
Matt Grim, Director, Affiliate Sales and Marketing; Fox Sports en Espanol
Natalie Rouse, Director, National Ethnic Marketing; Comcast
2009 Presenters:
Mike Rodriguez, SVP Network Sales and Marketing; Telemundo; Victor Parada, Vice President, Advertising Sales; Discovery Networks Latin America / U.S. Hispanic Group; Karissa Price, Ph. D., Vice President, Growth Initiatives; Lexicon Marketing Corporation
Metropolis
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| 12:15 to 1:15 pm |
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Industry Roundtables |
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Discuss successes and challenges with colleagues by industry.
Gotham |
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1:15 to 3:00 pm
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Closing Lunch |
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Indulge in one last meal and say goodbye to new friends before heading home. |
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Pool Deck |
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2009 Gold Sponsors |
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2009 Diamond Sponsor |
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Multicultural Summit Produced and Hosted by Geoscape.
www.multiculturalmarketingsummit.com |
888-309-2005