Conference will focus on Hispanic marketing
By Dave Dreeszen, Journal business editor | Posted: Friday, November 11, 2005
To tap into the burgeoning Hispanic buying power in Siouxland, local businesses must step up their efforts, a national expert in multicultural marketing said.
"If you're not doing Hispanic marketing right now, you will be," Rick Aguilar said in an interview from his offices in St. Paul, Minn. "If you are doing some of it, you'll have to do it better. If you're doing some of it better, you'll have to learn more.
"You, as a business organization or a member of an organization, will be involved in Hispanic marketing. If you're not going to be, you can probably discount your company growing in the next 15 years."
Rick Aguilar, president of Aguilar Productions, will lead a Hispanic marketing seminar in South Sioux City next week. The "Latinization of America" is scheduled from 6 p.m. to 8:30 p.m. on Thursday, Nov. 17 at the El Ranchito Restaurant, 2101 Cornhusker Drive. Proceeds from the event will benefit The Center for Siouxland's La Casa Latina.
The nation's fastest-growing minority, the Hispanic population is expected to double in the next decade. Studies project $1 trillion in Latino spending power by the decade's end.
Nowhere is the Hispanic growing faster than the Midwest. In metro Sioux City, scores of residents of Latino descent have been flocking to the community in the last decade. In South Sioux City alone, the Hispanic population grew from 6 percent in the 1990 census to 25 percent of the Nebraska city's 11,925 residents in the 2000 census.
Though the growth creates opportunities, Aguilar said many companies fail to devote the money and time necessary to launch an effective campaign for Hispanic audiences. The population is diverse, with Latinos coming from 20 countries in Latin America, as well as Spanish-speaking islands in the Caribbean. Because each region has its own cultural identity, it's important for businesses to understand those nuances, he said.
Founded in 1996, Aguilar Productions custom designs and produces conferences focusing on Hispanic, Asian American and African American markets. More than 2,000 marketing and advertising executives have attended Aguilar conferences.
Aguilar, who has more than 25 years experience in promotion, marketing and special events, served as chairman of the St. Paul Area Chamber of Commerce Board in 2000 and currently serves on the Metropolitan Council, appointed to that position by Gov. Tim Pawlenty. In 2004, he became the first Hispanic GOP delegate to represent Minnesota at the Republican National Convention.
Aguilar Productions' hour-long presentation on Nov. 17 will provide an overview of Hispanic markets, nationally, regionally and locally, and case studies of companies who have built relationships with Hispanic consumers and communities. In addition, participants will receive tips on developing effective marketing, communications, research and promotional strategies.
Cost of the program is $25 per person, which includes a Mexican dinner. Sponsorships for eight guests, with the company logo displayed on the table, are available for $275. Corporate sponsorships, which includes eight guests, the company logo and banner displayed on the table and the company name listed in the event program, cost $1,000.
For reservations or more information, write to the Center For Siouxland, Attention: Hispanic Horizons, 715 Douglas St., Sioux City, IA 51101; call (712) 252-1861 ext. 41, fax: (712) 255-1352 or e-mail: angela.chacon@centerforsiouxland.org.
"If you're not doing Hispanic marketing right now, you will be," Rick Aguilar said in an interview from his offices in St. Paul, Minn. "If you are doing some of it, you'll have to do it better. If you're doing some of it better, you'll have to learn more.
"You, as a business organization or a member of an organization, will be involved in Hispanic marketing. If you're not going to be, you can probably discount your company growing in the next 15 years."
Rick Aguilar, president of Aguilar Productions, will lead a Hispanic marketing seminar in South Sioux City next week. The "Latinization of America" is scheduled from 6 p.m. to 8:30 p.m. on Thursday, Nov. 17 at the El Ranchito Restaurant, 2101 Cornhusker Drive. Proceeds from the event will benefit The Center for Siouxland's La Casa Latina.
The nation's fastest-growing minority, the Hispanic population is expected to double in the next decade. Studies project $1 trillion in Latino spending power by the decade's end.
Nowhere is the Hispanic growing faster than the Midwest. In metro Sioux City, scores of residents of Latino descent have been flocking to the community in the last decade. In South Sioux City alone, the Hispanic population grew from 6 percent in the 1990 census to 25 percent of the Nebraska city's 11,925 residents in the 2000 census.
Though the growth creates opportunities, Aguilar said many companies fail to devote the money and time necessary to launch an effective campaign for Hispanic audiences. The population is diverse, with Latinos coming from 20 countries in Latin America, as well as Spanish-speaking islands in the Caribbean. Because each region has its own cultural identity, it's important for businesses to understand those nuances, he said.
Founded in 1996, Aguilar Productions custom designs and produces conferences focusing on Hispanic, Asian American and African American markets. More than 2,000 marketing and advertising executives have attended Aguilar conferences.
Aguilar, who has more than 25 years experience in promotion, marketing and special events, served as chairman of the St. Paul Area Chamber of Commerce Board in 2000 and currently serves on the Metropolitan Council, appointed to that position by Gov. Tim Pawlenty. In 2004, he became the first Hispanic GOP delegate to represent Minnesota at the Republican National Convention.
Aguilar Productions' hour-long presentation on Nov. 17 will provide an overview of Hispanic markets, nationally, regionally and locally, and case studies of companies who have built relationships with Hispanic consumers and communities. In addition, participants will receive tips on developing effective marketing, communications, research and promotional strategies.
Cost of the program is $25 per person, which includes a Mexican dinner. Sponsorships for eight guests, with the company logo displayed on the table, are available for $275. Corporate sponsorships, which includes eight guests, the company logo and banner displayed on the table and the company name listed in the event program, cost $1,000.
For reservations or more information, write to the Center For Siouxland, Attention: Hispanic Horizons, 715 Douglas St., Sioux City, IA 51101; call (712) 252-1861 ext. 41, fax: (712) 255-1352 or e-mail: angela.chacon@centerforsiouxland.org.
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