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Tuesday, April 4 • 3:40pm - 4:30pm
Marketing to Affluent Latinos

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Did you know that one in three Hispanic Americans are “upscale" or affluent Latinos with incomes in the range of $50,000-$100,000 per year, representing 37 percent of the Hispanic spending power or $500 million of its $1.3 trillion buying power?
In this session we’ll explore how brands are marketing to affluent Hispanic Americans, the young and vibrant population segment that research demonstrates is highly entrepreneurial and over-indexes in many key categories that are appealing to luxury brands.
Among the questions that will be answered:-- What is the definition of the “upscale Latino” and what is the estimated size of this niche market opportunity?-- What are some distinguishing traits and habits that make marketing to upscale Hispanics different from marketing to upscale non-Latinos?-- Who are the nation’s most effective marketers reaching upscale Hispanics now and what are they doing right that others can learn from?-- What are the most common myths about marketing to upscale Hispanics?-- What are some recent case study examples of clever marketing tactics that have been used to reach upscale Hispanics? -- What type of print, broadcast and online media are best suited to reach affluent Hispanics?

avatar for Roy Eduardo Kokoyachuk

Roy Eduardo Kokoyachuk

Co-Founder & Principal, ThinkNow Research
Roy Eduardo Kokoyachuk, MBA, started his career at Warner Bros. Media Research. He joined Garcia Research Assoc., a full-service market research company, in 2003 as VP of Advertising Research. In 2005, he led the company’s international expansion through building and later managing... Read More →
avatar for Mark Williams

Mark Williams

Manager, Automotive Industry Insights, Kelley Blue Book
Mark Williams is manager of automotive industry insights for Kelley Blue Book.  In this role, he is responsible for presenting useful Kelley Blue Book data and insights to automakers and advertising agencies across the United States, including media planners and executives.  By... Read More →

Tuesday April 4, 2017 3:40pm - 4:30pm EDT
JW Marriott Marquis, 3rd Floor, (MET 4)