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Wednesday, March 18 • 3:30pm - 4:30pm
Marketing Luxury Brands to Latinos

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Did you know that one in three Hispanic Americans are “upscale Latinos” with incomes in the range of $50,000-$100,000 per year, representing 37 percent of the Hispanic spending power in 2013 or $500 million of its $1.3 trillion buying power?
In this session we’ll explore how luxury brands are marketing to Hispanic Americans, the young and vibrant population segment that new research demonstrates is highly entrepreneurial and over-indexes in many key categories that are appealing to luxury brands.
Among the questions that will be answered:-- What is the definition of the “upscale Latino” and what is the estimated size of this niche market opportunity?—Where are they located and what luxury categories have the biggest opportunities to win over this market?-- What are some distinguishing traits and habits that make marketing to upscale Hispanics different from marketing to upscale non-Latinos?-- Who are the nation’s most effective marketers reaching upscale Hispanics now and what are they doing right that others can learn from?-- What are the most common myths about marketing to upscale Hispanics?-- What are some recent case study examples of clever marketing tactics that have been used to reach upscale Hispanics? -- What type of print, broadcast and online media are best suited to reach affluent Hispanics? -- Should Latin America’s upper-class be considered part of the affluent Hispanic Market? Why or why not?-- What types of grassroots event sponsorships are attractive to affluent Hispanics and which ones are the most important ones in each of the Top 10 Hispanic markets? -- What innovative tools or ideas are Hispanic advertising agencies offering clients to better reach affluent Hispanics in 2006?-- What social media and/or digital tactics resonate with upscale Latinos?

Moderators
avatar for Gigi Russo

Gigi Russo

Partner, Hunter Public Relations
Gigi is an agency partner with nearly 15 years of marketing and public relations experience.  She has been instrumental in growing Hunter PR’s lifestyle practice and establishing its Hispanic Strategies & Solutions Department.  During her tenure, she has supported over 25 iconic brands including Altoids, Apothic Wine, Barefoot Wine & Bubbly, Pepsi, Sears, Tazo Tea, Tabasco, TOMS and Zyrtec.   Gigi is passionate... Read More →

Speakers
avatar for Trina Fresco

Trina Fresco

Nielsen, Director of Midwest Community Alliances of Events and Engagement
Trina Fresco is the director of midwest community alliances of events and engagement for Nielsen. In her role she collaborates with multicultural organizations to increase Nielsen’s brand awareness with diverse consumers and improve the overall probability of multicultural involvement to reach our commitment of ensuring diversity in measurement. She also serves as the Women in Nielsen (WIN) Midwest co-chair of the community relations... Read More →
avatar for Alejandro Solorio

Alejandro Solorio

Multicultural Marketing Manager, Brown Forman
Alejandro has over 14 years of marketing experience working with Multicultural consumers from the client, agency and media sides. In his current role at Brown-Forman he is works closely with brands such as Jack Daniel’s Tennessee Whiskey, Jack Honey and El Jimador Tequila in the development of short and long term multicultural marketing strategies and is responsible for the creation and activation of multicultural programs that are growing... Read More →
avatar for Paul Stringer

Paul Stringer

VP and Multicultural Marketing Lead, Epsilon
Paul Stringer has been a leader in the field of Multicultural Marketing for nearly15 years.  Cross channel, one-to-one marketing from broad sweeping experiential to integrated direct programs have made up the bulk of his experience.   | ​ | After leading the effort to build a Hispanic Marketing capability at Publicis’ Relay Marketing servicing Coca-Cola, AT&T, U.S. Army and Chivas Regal, Stringer launched Experiencia in... Read More →


Wednesday March 18, 2015 3:30pm - 4:30pm
Windsor/Sandringham

Attendees (74)