If you are serious about getting the information you need to succeed in the
fastest growing market segments….you need to attend this event…
8th Annual Multicultural Marketing Conference and Diversity Awards
Metropolitan State University,
St Paul, MN
Call (651) 665-0633 to register
May 23, 2012
Presenters (partial list)
7:30 a.m. Registration Opens
8:00 a.m. Continental Breakfast
8:45 – 9:00 a.m. Opening Remarks, Welcome
Richard Aguilar is President/CEO of Aguilar Productions, Inc. based in Saint Paul, Minnesota. Aguilar Productions is the leader in promoting the U.S. Emerging markets to Corporate America, producing marketing conferences and special events with a focus on the Hispanic, Asian-American, African-American, U.S. Emerging African and the LGBT markets. Aguilar Productions has been featured in the Star Tribune, Saint Paul Pioneer Press, Twin Cities Business Magazine, The Business Journal, Hispanic Business Magazine and others. Richard has been a featured speaker at Multicultural marketing conferences throughout the U.S.
At Aguilar Productions We Custom Design and Produce Conferences, Seminars, Workshops, Meetings, and Special Events Focusing on the U.S. Multicultural Markets.
Hispanic – Asian-American – African-American – U.S. Emerging African Market
& The U.S. LGBT Market
VP of Student Affairs
Metro State University
9:00 – 10:15 a.m. Marketing to Asian-American Multicultural Consumers and Census 2010 results
Kang & Lee Advertising
New York, NY
Saul Gitlin is the Executive Vice President of Strategic Marketing Services/New Business for Kang & Lee Advertising, the nation’s leading multicultural marketing consulting and communications agency specializing in reaching Asians Americans. Mr. Gitlin has directed the agency planning teams for AT&T, Bank of America, Sears, The New York Times, and Allstate Insurance. He directed the planning team for the Census 2000 – a national quantitative/qualitative study fielded simultaneously with nine ethnic groups in ten languages. This project won the Advertising Research Federation’s 2001 Grand Ogilvy Award, the highest honor for research in the advertising industry. Prior to coming to Kang & Lee, Saul worked for 10 years in senior marketing positions for multinational corporations in the People’s Republic of China, Israel, and the United States. Saul is completely fluent in Mandarin Chinese, Hebrew and French and holds a BA in Asian Studies from Cornell, an MA in East Asian Studies from Yale, and an MBA in Marketing from Columbia
Topic “Marketing to Asian Multicultural Consumers: What Constitutes Cultural Relevance?”
Building culturally-relevant marketing and communications is essential to tapping the lucrative brand opportunities within the Asian American market. But, what does “cultural relevance” really mean?
This presentation will provide an updated, comprehensive introduction to the Asian American market including 2012 Census results, and then present a framework for understanding the definition and role of cultural relevance throughout the marketing planning cycle – from initial research and analysis, through program planning and execution, to results tracking and program assessment. Given the cultural and linguistic diversity within the Asian community, the presentation will also draw on Kang & Lee’s 25 years of account experience in the US and Canada to discuss the unique challenges and solutions for developing successful communications for a single Asian ethnic group, and across multiple Asian segments.
10:15 – 10:30 a.m. Coffee Break
10:30 – 11:35 a.m. LGBT Marketing Research and Strategy Insights “Size of Market, Buying Power, Brand Loyalty, Media”
San Francisco, CA
Christine Lehtonen is an award-winning marketer and founder of Asterix Group a full-service branding agency. Chris and her team handle strategy, brand experience design and consumer engagement programs for leading brands. Her work is focused on transforming consumer-to-brand relationships through a deep understanding of culture, market dynamics, and trends. Chris brings considerable expertise engaging LGBT, LOHAS, millennial and women consumers. She has led transformative LGBT research, marketing strategy and advertising for a host of companies including AAA, MyPartner.com, Olivia and WaMu. She regularly travels and presents new insights on creating effective and engaging campaigns and long-term relationships with consumers.
TOPIC: Lives, Styles and Trends of today’s LGBT Consumers
In this presentation Asterix Group founder and brand strategist Christine Lehtonen presents a unique look at today’s US Lesbian and Gay consumers. She shares insights, segment research and social shifts that make this segment increasingly important to understand and attract. Learn about dynamics shaping LGBT values and lives and strategies and best practices for connecting and engaging with this influential segment. Additionally, Chris will discuss actionable steps that will help marketers form authentic relationships and ultimately gain more loyal LGBT consumers
Diversity Awards Presentation and Keynote Speaker
Noon to 1 pm LUNCHEON
1:00 – 1:10 p.m.
Census Bureau Programming
1:10 – 2:10 p.m.”Marketing To The Hispanic Consumer-Insights and Strategies”
2010 Census Results
Los Angeles, CA
Mr. Garcia is a highly respected leader in Hispanic research, providing insights that have guided major marketing and advertising efforts in a variety of industries. As founder and guiding force of Garcia Research Associates -now a part of Knowledge Networks a GFK company. His clients have included industry leaders in packaged goods, health care, entertainment and financial services. Mr. Garcia’s research experience ranges from new product and ad development to segmentation to deep-dive economic, political and brand equity studies. Mr. Garcia was a cum laude graduate in Foreign Languages from Pomona College in Claremont, CA. He holds Masters Degrees from the University of California at Berkeley and National University in San Diego.
Topic. Mr. Garcia will present a strategic look at the 2010 Census and the growth of the Hispanic community in the U.S… Hispanic populations are now located in most areas in the United States with large Hispanic populations shifts to Southern and Midwest States. Mr. Garcia will also look at the state of Hispanic marketing and the various media TV, Radio, Print and the Internet campaigns being used by Corporate America. Spanish versus English usage in advertising to Hispanics will be discussed.
2:10 – 2:30 p.m. Break
2:30 – 3:30 p.m. U.S. Emerging African Market Research Study New Information, Insights, Demographics”
U.S. Emerging African Market Research Study
New Information, Insights, Demographics”
New American Dimensions
Los Angeles, CA
David Morse is President and CEO of New American Dimensions, one of the nation’s preeminent ethnic marketing research firms. Mr. Morse is a frequent speaker on the U.S. Multicultural markets and is known for having worked with some of the most successful companies in America in developing innovative and profitable ethnic marketing strategies. Mr., Morse has over 25 years in market research and brand management and strategic planning experience in the United States and Mexico, working with corporations like Levi Strauss, Gillette de Mexico, Honda Motors and many others. David holds a Master of International Management degree from Thunderbird, the American Graduate School of International Management where he specialized in Consumer marketing, with a special emphasis on Latin America. He also has a Bachelor of Arts degree from the University of New Hampshire, where he studied Psychology and Japanese Studies. Mr. Morse speaks Japanese and is fluent in Spanish
Topic: Africans in America
This presentation, the first of its kind by a major U.S. multicultural research firm, focuses on African immigrants living in America. How are they different from African-Americans, what are their values and behavioral patterns and how they changed and adapted to life in the United States. This presentation will also present how African immigrants consume goods and services, their language proficiency, values and self-identity, shopping habits and brand selection and other facets of their lives in the United States.
3:30 – 4:00 p.m. Panel Q & A and Closing Remarks
4:00 p.m. Conference Closes
Register Now for the May 23rd 8-th Annual Multicultural Marketing Conference-St Paul-Minneapolis