|Tuesday, September 26, 2017
|9:00 AM - 9:15 AM
Welcome and intro
|9:15 AM - 10:00 AM
Keynote (1) Breaking Through the Clutter: The Importance of Multicultural Local Markets
As households in America blend and merge to form a new cultural identity, 21 of our top 25 most populated counties are already majority multicultural. Understanding the effects multicultural consumers have on the way your stores and products are shopped in these local markets will be critical for any organization looking to unlock new growth opportunities. Being able to assess the geographic difference in demands for these key markets will help to develop a roadmap for a more focused business strategy.
|10:00 AM - 10:45 AM
(2) The United States of Multicultural America: Threat or Opportunity?
Many leaders feel threatened and uncertain about the sweeping demographic shifts which have made America a multicultural nation. Fear of the unknown, political ideologies, fear of consumer backlash and security concerns are all playing a role in how leaders perceive, value and address consumers who are different from them.
These uncertainties are causing many leaders to pull back or sidestep required marketing and organizational alignment work just when it makes the most business sense to welcome these consumers. Because of prospective changes to immigration policy and anti-immigrant sentiment, companies are reporting changing shopping behavior including a lower shopping frequency and smaller baskets. Strategy Consultant and Author Terry Soto will provide a compelling argument for casting aside apprehensions and for taking decisive action to align your organizing to attract those diverse consumers who already represent one of the most important sales growth opportunities of the 21st century.
|10:45 AM - 11:15 AM
|11:15 AM - 12:00 PM
(3) Case Study: Walgreens Approach on Evolving the Multicultural Landscape
Monica Merel, Multicultural Marketing Manager, Walgreens
Katie Casey, Associate Marketing Manager for Beauty, Walgreens
Did you know that the US Hispanic population is growing five times faster than the rest of the market? With the landscape changing, Walgreens saw the opportunity and changed their approach to how they interact with the US Hispanic consumer. Learn how one of the largest retailers has adapted to the multicultural landscape and how they elevated their brand through an equity campaign.
|12:00 PM - 12:45 PM
(4) Authenticity: A Super Good Approach to Multicultural Marketing
Lalo Duran, Co-Founder / Managing Partner, WALO, Inc. AOR for Jarritos
Walter Barraza, Co-Founder/Executive Creative Director, WALO, Inc., AOR for Jarritos
Learn how retailers and CPG firms can successfully engage with the new American consumer by taking a more authentic approach to multicultural marketing. Marketing leaders from Jarritos, a beloved brand for more than 67 years in Mexico and since the '80s in the U.S., will reveal their secrets to continued brand loyalty and rising sales year after year. Authenticity is embedded in Jarritos’ DNA and it's more than just a word for them. It’s an approach to doing business and talking to the consumer that has proven to be a very fruitful one. Using Jarritos as a case study, see how their authentic approach to multicultural marketing in a multicultural America is the right prescription for business success today and for .
|12:45 PM - 1:45 PM
|1:45 PM - 2:30 PM
(5) Leveraging "People"-based Insights to Reach Hispanic Millennials
Every year between now and 2028, almost one million Hispanic Americans will turn 18, making it the fastest growing segment of consumers in the U.S. Partnering with People en Español, Viant will present new research on Hispanic millennials’ media consumption habits, shopping behaviors and lifestyle choices, covering a range of categories including wireless retailers like Verizon, AT&T and Sprint, as well as department stores like Macy’s, Nordstrom and JCPenney. Explore the possibilities deterministic data can unlock for your brand through deeper analysis and more accurate targeting with CPG purchase information on Hispanic millennials’ coffee and soda preferences.
|2:30 PM - 3:15 PM
(6) Think Like a Customer: How Retailers Are Changing to Meet the Needs of an Evolving Customer Base
With the ongoing cross-culturalization of today's shopper landscape, there are many factors that come into play during the path to purchase. What are the current trends in ethnic marketing and merchandising that will keep communities engaged and loyal to your brand? How can you authentically cater to the ethnic shopper, while at the same time keep a focus on your mainstream business as well? Learn how C-suite executives at your company can overcome some of these obstacles and stay relevant to this "new mainstream" by thinking like a customer and building your business model and store offerings around them.
|3:15 PM - 3:45 PM
|3:45 PM - 4:30 PM
(7) The Cross-Cultural Shopper of Tomorrow: Gen Z
Marketers focused on millennials for the past decade, dissecting every action trying to determine future shopping behaviors. Now the focus is on General Z. This group of young people aged 12 to 22 have the potential to influence $200 billion in spending power. Gen Z is also the most diverse generation ever and will be the last majority non-minority generation in America. In this session, you will learn about the retail preferences of Gen Z, the important role culture plays in the identity of this generation, and how shopping has changed for this first generation born after the digital age.
|4:30 PM - 5:15 PM
(8) Connecting with the Passion Points of African-American and Hispanic Consumers
Debbie Aguiar, EVP / Managing Director , Eventus
Regine Moore, Director of Multicultural Marketing , Walmart
By sponsoring two marquee events – the Essence Music Festival and the 17th Annual Latin GRAMMY® Awards – Walmart leveraged the passions of African-American and Hispanic consumers to position itself as a community leader. To bring the excitement of these two major properties to the stores, Walmart has created unique and interactive retailtainment program with enhancements and dedicated brand ambassadors created to build advocacy and surprise and delight Walmart shoppers. For Road to Essence, the retailer partnered with key suppliers like Cantu, Proctor & Gamble, L’Oreal, Revlon, Shea Moisture, Iman, and McCormick to an engaging informative and fun morning and afternoon of music, food and beauty.
As part of the celebration, Walmart hosted a free family-friendly daytime Latin music concert. The one-day event built advocacy with Hispanic customers by highlighting the pride (orgulloso) they have for their traditions (food, music, and culture) in addition to bringing the pride they have for making Christmas better.
|5:15 PM - 5:30 PM