Hispanic Retail 360 Summit: Final Day Trending

 

That’s a wrap! The Hispanic Retail 360 Summit came to a close today with three great general sessions, a delicious coffee tasting and one final round of “Poken” high fives!

Trending topics today included:
1. EXITO
Many of the ideas and recommendations made by various presenters throughout the conference were captured into actionable steps by Content Marketing Advisor, Joe Kutchera. Kutchera shared the “Five Factors of Success for Digital Marketing” – EXITO (Success)
E – Eschue a su audiencia (Listen to your audience)
X -eXperimente como usario (Put yourself in the users shoes)
I – Integrate your communications channels
T – Transform your audience into communities
O – Optimize
Joe has a great new book out based on these principals coming out soon. Worth checking out for the content, plus you can “do good” in the process! Proceeds from book sales will go to support the One Laptop per Child organization.

 

2. Moving into Mainstream
Manny Bartolini, Marketing Manager for Café Bustelo shared how the J.M. Smucker Co. transformed their Latino marketing efforts from silos to sales. With the acquisition of the Bustelo and Pilon coffee brands, the Company took the opportunity to revamp their Hispanic marketing approach and in the process, gained an understanding of how to turn a distribution challenge into a brand opportunity. Experience Bustelo’s “ethnic inspired” total market approach here, here, and here.

 

3. Millennial = Multicultural
Walmart knows that their success is and will be dependent on meeting the needs of Millennials, and in particular, Multicultural shoppers. They continue to be an example of “top down” commitment to segment. The entire audience took note (and not so secretly envied) when Javier Delgado-Granados, Walmart Senior Marketing Manager and head of the Hispanic Center of Excellence, commented that to his knowledge, Walmart is the ONLY company in the country that requires a SVP level executive to sign off on marketing plans that DO NOT have a multicultural component. That’s C-suite commitment!
Overall, it was refreshing the see the themes to reach Latino millennials Mercury Mambo presented on Day One, Empowerment – Cause Marketing and Technology – continue to resonate throughout the Summit. It was crystal clear that Millennials = Multicultural but more importantly, Millennials = Latino. The key takeaway: If you’re not marketing to Latinos, you’re not marketing to Millennials.
Our congratulations to the staff at Stagnito Media, in particular Don Longo and Michael Hatherill. We’re looking forward to next year!