Hispanics are the largest minority in the US today, accounting for nearly $1 trillion in buying power. While they represent a very large and growing audience, Hispanics are far from being a homogenous group. This audio conference focuses on the results of Johnson & Johnson's BabyCenter Acculturation study, which paints rich portraits of the diversity of the different groups and provides practical information and advice on how to effectively communicate with the unique segments that make up the U.S. Hispanic market. BabyCenter's Isidra Mencos provides insight into how Hispanic families shop for baby and children’s products, prepare family meals, and choose family healthcare products. Co-presenter and author Joe Kutchera presents research about the closing of the digital divide, and outlines how leading marketers have developed content sites to reach the Hispanic population.

This webinar covers:

• How to effectively communicate with unique segments of the U.S. Hispanic market
• How Latinos define their identity, values and beliefs
• Portraits of Hispanic families, including how they shop for baby and children’s products, prepare family meals, care for their family’s health and consume media
• Case studies from leading marketers about targeting Hispanic consumers online
• Research about the closing of the digital divide

About the speakers:

Isidra Mencos is the editorial Director of the Americas for BabyCenter and BabyCenter en Español. In addition, she supervises BabyCenter Mexico, Brazil, Canada, and Spain. Mencos has a Ph.D. at the University of California in Berkeley, where she also taught for 12 years, winning two teaching awards.

Joe Kutchera is the Digital Director at Acento, a full-service Hispanic ad agency, and the author of Latino Link: Building Brands Online with Hispanic Communities and Content. During his nine-year tenure at Time Warner, he built web properties including CNNExpansion, CNNMoney, ThisOldHouse.com, and Warner Bros. Online. He has been featured on Advertising Age, BBC Mundo, CNN en Español, and Fox News.

Who should attend?

• Chief Marketing Officers
• VPs & Directors of Marketing
• Marketing Managers
• Multicultural Marketing Managers
• Hispanic Marketing Managers
• Directors of Diversity
• Diversity Managers
• Directors of Innovation
• New Product Managers