Houston DMA - May 14 Successfully Marketing to the Hispanic Community

Take Juan and call me in the morning

Hispanics as an antidote to recession

In these trying times, companies are cutting marketing budgets. So, how is it that Nielsen data shows that while advertising by marketers in general was down nearly 3 percent last year, Spanish-language advertising increased by 5.6 percent? Do some companies know something you don’t?

In this presentation, Manuel Delgado will show how investing in the Hispanic market is actually the most strategic way to get more bang for your marketing bucks.

He will also have a dynamic discussion about myths and realities about Hispanics, demographic and cultural aspects of the Latino community, and will give you actionable tips on how to succeed in this market.

What to Expect:

- Get hard marketing performance data, useful to build the business case for Hispanic marketing initiatives.

- Get an overview of the fast growth of the Hispanic market as well as areas of opportunity.

- Learn about cultural values of Hispanics, and how can you use those values to connect your business with that market.

- Learn the do's and don'ts to avoid cultural or language mishaps when communicating to Hispanics.

- Get actionable tips for getting your Hispanic marketing initiatives on track.

About the Speaker

Manuel Delgado is CEO of Agua Marketing, a Houston-based Hispanic marketing agency. His clients include Best Buy, Hewlett-Packard, Imperial Sugar, Georgia Pacific and the Boy Scouts of America. The company name, “water” in Spanish, reflects the Hispanic market in the US: ever changing and vital.

Agua Marketing has won several awards, including being recognized by the Houston Business Journal as one of the 2008 Enterprise Champions because of its innovation, corporate culture and impact in the community. Manuel was recently nominated as one of Houston’s “40 under 40,” for his leadership, innovation, impact in the community and business success.

Prior to founding Agua in 2003, Manuel’s career included international marketing positions with JWT Advertising, Compaq, Hewlett-Packard and BMC Software. Manuel holds an MBA from Vanderbilt University and a BS in Industrial Engineering from the UCAB, in Caracas, Venezuela.

Delgado has held board positions with the American Marketing Association, the National Society of Hispanic MBAs and the Houston Interactive Marketing Association. He is one of the founders of NewSpring, a business incubator for low income Hispanic entrepreneurs and is the Chairman of “Expo Houston,” a non-profit organization working to bring a World’s Fair to Houston in the year 2020.