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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 02/24/2010. Sessions and speakers subject to change.)
SATURDAY, AUGUST 7, 2010
7:00 a.m. – 1:00 p.m.	Hispanic Retail 360 Golf Scramble (optional – separate registration and greens fee required)

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 of three or four Phoenix area retailers that successfully target Latino shoppers. 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 Master of Ceremonies: Armando Martin, President, XL Edge; columnist, Progressive Grocer
4:40 p.m. – 5:30 p.m.	Opening Address
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 Sabaja, Senior Director, Multicultural Marketing, 7-Eleven Corp.
Immediately following 6:45 p.m. – 8:30 p.m.	Reception for All Attendees in Product Showcase

MONDAY, AUGUST 9, 2010
7:30 a.m. – 8:30 a.m.	Continental Breakfast Product Showcase Open
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
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, Center for Hispanic Studies, Florida State University Cesar M. Melgoza, President, Geoscape
12:15 p.m. – 12:45 p.m.	Presentation of 2010 Hispanic Retail Excellence Awards
12:45 p.m. – 1:45 p.m.	Lunch 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. Roberto Ramos, CEO, The Vox Collective
3A–Consumer Insights Track	Concurrent Session 3A *Innovative Thinking Methods for Out-of-the-Box Consumer Marketing - ADVANCED* This breakout session is designed to the following objectives: - Reveal nature of the business assumptions that reflect conventional industry thinking, and then adopt a contrarian mindset to devise product, service and marketing ideas that go against the grain. - Adapt other industries' best practices to your business. - Gain awareness of compromises and frustrations Hispanic shoppers are currently accepting as "the nature of the business" and brainstorm solutions that that would represent a stark point of differentiation from competitors. Art Turock, CEO, Art Turock & Associates
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
CONCURRENT SESSIONS 1B-3B 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 to develop an unfailingly reliable portrait of potential Hispanic demand for alcoholic beverages. Lou Willsea, Market Consumer Planning Manager, Brown-Forman Inc. Eric Dresbach, Nielsen Spectra

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, HispanicAgency.com
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, Business Development Manager Multicultural & Specialty Markets, Jewel-Osco/SUPERVALU
3C–Consumer Insights	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. Jon Dorsey, CEO, AllTrust Networks
Immediately following 5:30 p.m. – 7:30 p.m.	Cocktail Reception in Product Showcase – All Attendees Welcome Presentation of Golf Awards

TUESDAY, AUGUST 10, 2010
7:30 a.m. – 8:30 a.m.	Continental Breakfast Product Showcase Open
8:30 a.m. – 10:00 a.m.	GENERAL SESSION 4
10:00 a.m. – 11:30 a.m.	GENERAL SESSION 5 Panel: Targeting Hispanic Shoppers in the “New World” of the Internet When the Spaniards came to the Americas over 500 years ago, spreading the Spanish language and culture in the “New World,” only the very brave crossed the Atlantic not knowing what to expect. The virtual “New World” of the Internet also requires bravery, but of a 21st century kind. This session will provide a virtual map to traversing the seas of the web and a compass to point you towards the solid ground of success. Retailer panelists discuss their success stories. Moderator: Joe Kutchera, President, dotGlobal
11:30 a.m. – Noon	Closing Remarks Armando Martin