Latinum Network and NFL to Co-Host Executive Roudtable on How to Win with Biculturals

Leading brands will converge on AT&T Stadium, home of the Dallas Cowboys, to dive into ways bicultural and multicultural consumers are redefining and leading American mainstream culture

Latinum Network, the premier member-based advisory company dedicated to helping brands succeed in the multicultural economy, together with long-time multicultural supporter and network member, NFL, will co-host the first Fall 2014 Executive Roundtable, in Arlington, TX, on October 21st-22nd. Among those attending are representatives from 50 Latinum Network corporate members, including Hallmark, McCormick, Daisy Brand and Nestlé USA.

“Bicultural Hispanics are at the epicenter of the ‘Total Market’ movement,” said David Wellisch, managing partner and co-founder of Latinum Network. “At last fall’s roundtable, we showed that Hispanics are the ultimate cultural influencers. In this session, we’ll focus more specifically on language—how it is used functionally and emotionally, how parents are envisioning a bilingual future, and how marketers can better reach bicultural Hispanics with specific case examples.”

Latinum’s Fall 2014 Executive Roundtable Focus: 

  • Understanding the role of language and the effectiveness of language-driven strategies
  • Tactics to derive and leverage consumer “universal truths” from understanding multicultural consumer needs and attitudes
  • Case studies of how leading marketers employ these tactics to influence and enhance their brand’s appeal across the Total US Market

“Continuing to grow and engage our Hispanic fan base in the US is a very important priority for the NFL,” said Marissa Fernandez, Director of Fan Strategy and Marketing who leads the NFL’s Hispanic efforts. “While we have seen tremendous growth in the size of our Hispanic fan base over the last few years, we believe there continues to be significant upside. We are excited to host our Latinum peers at this event to learn and share best practices on how to win with this important segment. AT&T Stadium is a perfect venue for this event, home of the Dallas Cowboys, the most popular team in the league with US Hispanics.”

About NFL: The National Football League is America’s most popular sports league, comprised of 32 franchises that compete each year to win the Super Bowl, the world’s biggest annual sporting event. Founded in 1920, hallmarks of NFL success include extensive revenue sharing, competitive excellence, strong franchises across the board, and national and international distribution.

About Latinum Network: Founded in 2009, Latinum Network is the premier member-based advisory company dedicated to helping brands succeed in the multicultural economy. The Company’s mission is to enhance members’ ability to drive growth and measurable ROI from multicultural audiences via actionable insights, business analytics, proven strategies and consumer access. Latinum currently supports nearly 100 member brands. Proprietary solutions include VozLatinum, a bilingual online community used to support both network-wide and custom client research; Veo, a consumer mobile platform that allows direct, two-way engagement between brands and consumers; and Latinum’s Digital Platform that provides clients with proprietary syndicated research, actionable category-level insights, online tools and best practices.

Latinum Network Convenes Fortune 500 Executives to Share Actionable Insights on the Intersection of Digital and the Multicultural Consumer

Latinum Network Convenes Fortune 500 Executives to Share Actionable Insights on the Intersection of Digital and the Multicultural Consumer

Latinum Network offered this season’s Executive Roundtables at two locations — in Memphis on May 8th co-hosted by St. Jude Children’s Research Hospital and upcoming in Miami on June 5th co-hosted by Cisneros.  The events allow leaders from top brands to convene and gain a greater understanding of the digital tendencies of today’s multicultural consumers, including how they navigate digital content and advertising.  Among those joining the Summer 2014 Roundtables are representatives from 70 Latinum Network corporate members, including Anheuser-Busch, Mead Johnson and NFL.

“Pinpointing where digital and the multicultural consumer intersect is a top priority for so many leading corporations,” said David Wellisch, managing partner and co-founder of Latinum Network.  “Our Executive Roundtables are the most powerful place to bring together multiple perspectives from Latinum’s proprietary research, member experiences and partner voices in order to tackle top priorities and create the most effective strategies for succeeding in our multicultural nation.”

Latinum’s Summer 2014 Roundtables address the following:

  • Best practices to prepare organizations for an evolving multicultural consumer and media reality
  • How consumers incorporate technology into their day-to-day lives and what drives behavior
  • How to use analytics to enhance digital performance
  • Top tactics to improve reach and engagement across platforms and channels

“Cisneros is excited to host the 2014 Latinum Roundtable at our state-of-the-art production facilities in Miami; the convergence of such creative minds spanning a wide array of industries should make for a very productive session,” said Jonathan Blum of Cisneros Media. “We continue to grow our digital portfolio targeting multicultural audiences, hence we feel that this Roundtable will be the perfect forum to learn more about this consumer,” said Victor Kong of Cisneros Interactive.

About Cisneros: Cisneros is one of the largest privately held organizations in the world with holdings and interests in media and entertainment, digital media and telecommunications, consumer products and services, and real estate and tourism development.  Led by its CEO Adriana Cisneros, the company is structured into three corporate divisions: Cisneros Media encompasses broadcast television, cable TV, content production and distribution, music, and beauty pageants; Cisneros Interactive groups all of the digital initiatives, from the leading online and mobile advertising networks covering the Americas and numerous ventures in e-commerce to multiple online properties; and Cisneros Real Estate oversees the development and strategic positioning of the organization’s commercial, industrial and residential properties around the world.  For more information, please visit www.cisneros.com.

About Latinum Network:

Founded in 2009, Latinum Network is the premier member-based advisory company dedicated to helping brands succeed in the multicultural economy. The Company’s mission is to enhance members’ ability to drive growth and measurable ROI from multicultural audiences via actionable insights, business analytics, proven strategies and consumer access. Latinum currently supports nearly 100 member brands. Proprietary solutions include VozLatinum, a bilingual online community used to support both network-wide and custom client research; Veo, a consumer mobile platform that allows direct, two-way engagement between brands and consumers; and Latinum’s Digital Platform that provides clients with proprietary syndicated research, actionable category-level insights, online tools and best practices.

Latinum Network Reveals Back-to-School Shopping Trends Among U.S. Hispanics

Latinum Network Reveals Back-to-School Shopping Trends Among U.S. Hispanics

Latinum Network, the premier network dedicated to helping brands succeed in the multicultural economy, today announced the findings of a survey conducted by the network’s VozLatinum community on back-to-school shopping trends among U.S. Hispanics.

The survey reveals that when it comes to back-to-school necessities, big box stores like Target, Walmart, and Kmart are the go-to location for back to school shopping, for both traditional school supplies (pencils, notebooks) and other back to school necessities (clothing, sneakers, backpacks).

  • 82% of parents surveyed said they planned on buying school supplies at big box stores including Walmart, Target and Kmart.
  • 45% of parents surveyed said they planned on buying school supplies at office supply stores including Office Max, Staples and Office Depot.
  • 29% of parents surveyed said they planned on buying school supplies at online retailers including Amazon and eBay.

For both stationery items and other apparel/shoe needs, parents are spending about $100-$150 per child, per category.

Parents also were surveyed about“must-have”items for back-to-school. New brand-name shoes are at the top of the list for this year’s “must-have” items list, with Nike sneakers – and more specifically the brand’s Air Jordan line – the most popular product mentioned. Other apparel brands and high-end electronics (smartphones and Apple iPods) are also oft-repeated, while stationery items are listed infrequently.

  • 69% of parents surveyed said they planned on buying back-to-school necessities such as clothing, uniforms, shoes and backpacks at big box stores including Walmart, Target and Kmart.
  • 42% of parents surveyed said they planned on buying back-to-school necessities such as clothing, uniforms, shoes and backpacks at department stores including Macy’s and JC Penney.
  • 40% of parents surveyed said they planned on buying back-to-school necessities such as clothing, uniforms, shoes and backpacks at clothing stores including Gap, Old Navy and American Eagle.

Latinum Network Unveils New Strategies for Creating Effective and Engaging Latino Marketing Programs

Latinum Network and Univision Communications, the leading media company serving Hispanic America, are convening more than 40 of the most influential multicultural marketing executives in New York today for an in-depth review and peer discussion of Latinum’s latest strategic initiative, Creating Effective and Engaging Latino Marketing Programs.

During this event, Latinum will share more than two dozen engagement best practices, drawn from analysis of and direct access to the in-market strategies of its more than 85 market leading member companies. The session will also include a deep-dive into the voice of the Latino consumer, drawn from VozLatinum, Latinum’s in-house online community of more than 5,000 U.S. Hispanics. Other agenda items include an entirely unique examination of strategies for maximizing TV reach, built on Latinum’s proprietary analyses of Nielsen data, and a roundtable discussion of the future of the Hispanic agency.

“These Executive Roundtable sessions are a highlight of the Latinum membership experience,” said Latinum co-founder Michael Klein, “and we’re excited to be working with Univision to bring so many market leading companies together around such an important set of issues. It’s rare to have assembled in one place a group that represents the leading edge of thought and practice in the multicultural segment, so we’ve designed the day to ensure that we tap fully into the expertise and experience of the executives in the room.”

“Latinum’s roundtable comes at a pivotal time as the multicultural consumer, particularly the Hispanic consumer, continues to drive growth and influence within the U.S.,” said Roberto Ruiz, senior vice president, Brand Solutions, Univision Communications. “With new ideas and strategies on the table, we’re excited to co-host the event with Latinum and to contribute to such a critical discussion all marketers should have.”

This encore presentation of Creating Effective and Engaging Latino Marketing Programs follows a full capacity turnout at the inaugural meeting in Las Vegas, co-hosted by Dr Pepper Snapple Group. It also marks the culmination of a series of 2012 Latinum events focused on arming Fortune 500 companies and brands with the strategies and tools necessary to effectively target the Hispanic and multicultural consumer.

Helping marketers tap into the Hispanic opportunity and its burgeoning $1 trillion economy, Univision provides consulting services that help clients develop and execute strategies that drive sales with Latino consumers. As part of its commitment to being marketers’ No. 1 resource on Hispanic insights, Univision also develops and provides access to proprietary research offerings, including studies and ethnographies that span various categories, including digital and consumer electronics, healthcare, quick service restaurants, frozen foods and snacks, beauty and male grooming, and much more. To access insights from Univision and its “Hispanic 411: Insights to Grow Your Business” webinars, please visit univision.net and follow @Hispanic411 on Twitter.

About Latinum Network:  Latinum Network is the premier business network that assists brands in taking advantage of the growing U.S. Latino market through strategic analytics, cutting-edge research and peer-to-peer collaboration. The company was established by David Wellisch, founder and former general manager of AOL Latino, and Michael Klein, former Executive Director at the Corporate Executive Board, the world’s leading business network provider. Latinum Network assists executives and their teams in developing deeper insights into the market, more effective strategies for the segment, and the solutions required to successfully design and execute core marketing initiatives. The company’s membership currently consists of more than 85 of the nation’s most recognizable brands including ConAgra Foods, Diageo, Discovery Communications, Dr Pepper Snapple Group, Hewlett-Packard, Hallmark, Heineken / Tecate, Kraft Foods, Metlife, NBA, Nestlé, PepsiCo, Staples, SUPERVALU, Time Inc. (People en Español), Unilever, Univision Communications and Wawa.

About Univision Communications Inc.: Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. Its assets include Univision Network, one of the top five networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country reaching 96% of U.S. Hispanic households; TeleFutura Network, a general-interest Spanish-language broadcast television network reaching 88% of U.S. Hispanic households; Univision Cable Networks, including Galavisión, the country’s leading Spanish-language cable network, as well as Univision tlnovelas, a new 24-hour cable network dedicated to novelas, Univision Deportes Network, a new 24-hour cable network dedicated to sports, ForoTV, a new 24-hour Spanish-language cable network dedicated to news, and an additional  suite of six cable offerings – De Película, De Película Clásico, Bandamax, Ritmoson, Telehit and Clásico TV; Univision Studios, which produces and co-produces reality shows, dramatic series and other programming formats for the Company’s platforms; Univision Television Group, which owns and/or operates 62 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Hispanic radio group which owns and/or operates 69 radio stations in 16 of the top 25 U.S. Hispanic markets and Puerto Rico; Univision Interactive Media, a network of national and local online and mobile sites including Univision.com, which continues to be the #1 most-visited Spanish-language website among U.S. online Hispanics, Univision Móvil, a longstanding industry-leader with unique, relevant mobile products and services, and Univision Partner Group, a specialized advertising and publisher network. Headquartered in New York City, UCI has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit Univision.net.

New Business Network Launches to Help Accelerate Performance in the U.S. Hispanic Consumer Market

Members Include Clorox, H&R Block, Kraft Foods, Mazola, McDonald’s, Nestlé, Sara Lee, 7-Eleven, Splenda and Subway

BETHESDA, MD, JAN. 5, 2009 – EcoNet Ventures LLC announces the launch of Latinum Network, the first-ever business network devoted exclusively to helping corporations penetrate the estimated $850 billion U.S. Hispanic market. More than 20 major brands have already signed with Latinum Network including Clorox, H&R Block, Kraft Foods, Mazola, McDonald’s, Nestlé, Sara Lee, 7-Eleven, Splenda and Subway.

Latinum Network provides a unique platform that enables top consumer brands to capitalize on the fastest growing consumer market in America. By bringing together companies facing similar challenges, Latinum Network enables CMOs and other designated executives to share best practices, improve inter-company collaboration, participate in cutting-edge research and pool resources to leverage their collective buying power.  As such, Latinum serves as a barometer of consumer and corporate trends.

“There is a shared sense of urgency in Corporate America to capitalize on the surging U.S. Hispanic market that is transforming our economic and social landscape,” said Latinum Principal David Wellisch, founder and former GM of AOL Latino.  “Latinum enables corporations to do as a group what no one company can do alone in terms of collecting and analyzing data, collaborating with peers, and developing strategic partnerships. We represent a powerful new vehicle for companies that want to accelerate their learning curve, and get this market opportunity right.”

Latinum delivers new-to-world insights, data and solutions across a wide range of critical challenges that matter most to its peer group of executives. By combining cross-company perspectives with customized support for each member, Latinum assists executives and their teams in developing deeper insights into the market, more effective strategies for the segment, and the solutions required to successfully design and execute core marketing initiatives.  The network will be powered by a first-of-its-kind digital platform launching later this month which will facilitate active online collaboration among participating executives and provide access to a rich set of data and insights.

“With ethnic segments leading lifestyle trends, we recognize the importance of this market both as trendsetters in many cases, and as a target audience for our brand,” said McDonald’s U.S. Hispanic Marketing Director, Christina Vilella, a charter member of the Latinum Network. “Our participation in Latinum gives us access to the best thinking from other market leaders as they too accelerate their penetration of the U.S. Hispanic market segment and to new, cutting edge analysis and data to take full advantage of this market opportunity.”

Latinum pinpoints behavior and trends that help clients unlock the full potential of the U.S. Hispanic market in a highly cost-effective manner.

“The Hispanic-American segment is responsible for almost a third of the population growth since 2005 and its spending is increasing at a rate more than twice that of the general market,” said Latinum Principal Michael Klein, formerly a top executive of the Corporate Executive Board, the world’s largest business network provider. “Our clients recognize the huge growth potential of this market, but in this economic climate they’re looking for more cost-effective ways to go after the opportunity. Our shared-cost approach to solving problems enables us to produce high-quality answers and insights at a fraction of the cost of alternatives.”

To ensure its members get the most from their investments in the Hispanic market, Latinum is directly addressing a number of the most vexing challenges that have impeded companies’ consistent success in targeting the segment. These include strategies to address and work around critical data gaps, best ways to use new channels to acquire customers, and the direct effect of acculturation on incremental ROI. For example, by uncovering how specific cultural factors impact actual consumer spending patterns, Latinum has identified a set of emerging market opportunities that for some companies have more than doubled their target market.
By leveraging the efficiencies associated with the network model, Latinum also provides members with a wide menu of services, customized for their needs.  It holds formal meetings and informal web casts and teleconferences, and produces a steady stream of content which it makes fully available to members. Beyond original analysis and data, Latinum offers its members a range of additional services through the Latinum Marketplace, where members can partner on joint marketing initiatives, collaborate on industry-wide issues, and access negotiated discounts on vendor services.