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SRI 7th Annual Hispanic Boom conference to be held in Los Angeles in June

Posted by Elena del Valle on April 26, 2006

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Julie Roehm 

Julie Roehm, Wal-Mart Stores

Photo: Wal-Mart Stores

Strategic Research Institute’s 7th Annual Hispanic Boom conference is scheduled to take place at the Wilshire Grand Hotel in Los Angeles on June 14-15, 2006. The event’s advertorial content will include presentations by Monica C. Lozano, who will open the conference, Felipe Korzenny, Ph.D., and Robert Smith, a Baruch College sociologist. Julie Roehm, who has taken the marketing reigns at Wal-Mart Stores, will deliver a keynote presentation on partnership strategies.

Speakers from the Sporting Goods Manufacturers Association, Information Resources Inc., and Forrester Research will share new data and insights of interest to packaged goods, entertainment brands, financial services, retail, and health and beauty industries represenatives.

“The agenda mirrors strategic initiatives in brand engagement being worked upon at Fortune 1000 companies. Clearly, Hispanic marketing and advertising have evolved way beyond the 30-second commercial and so the conference revisits new segmentation models, emerging product placement, brand activation and event marketing tools to help your brand teams keep pace with the energy and growth levels shown by the consumer,” said Rupa Ranganathan, senior vice president and ethnic strategist, Strategic Research Institute.

There will be two workshops entitled “Brand Activation Through Event Marketing” and “Brand Engagement and Product Placement Strategies.” Themes and topics will include: Transnationalism and new immigrants, new segmentation challenges for marketers, Spanish language usage and growing role for English, cultural nuggets from brand leaders, branded entertainment, product placements and tie-in promotions, cause marketing and celebrity volunteers, sports marketing builds Latino access, ROI issues: A look at what clients are looking at next, creative breakthroughs- beyond stereotypes, and new shopper data for CPG brands. More information is available at

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