Schedule

Wednesday, August 12

10:30 a.m. – 3 p.m.           Cultural Immersion Tour: A retailer’s insider view of Curacao, Tawa 99 Ranch, Super King and Superior

4:15 p.m. – 6:30 p.m.        Welcome and Opening General Sessions

  • The Multicultural Edge: Rising Super Consumers, a new Nielsen research report
  • Diversity: The Missing Link to Successfully Connect with Multicultural Consumers through Recruitment, Succession Planning and Sourcing

6:30 p.m. – 7:45 p.m.        Opening Networking Reception


Thursday, August 13

8:00 a.m. – 9:15 a.m.        Keynote Address: The NFL’s Total Market Strategy for Accelerating Hispanic Fan Growth

9:00 a.m. – 12:30 p.m.     General Sessions

  • Marketing Across the Cultural Continuum: New Total Market Strategies for Winning at Retail
  • Integration: Diversity as Business Strategy
  • Additional sessions to be announced

12:30 p.m. – 2:00 p.m.     Networking Lunch & Dessert

2:00 p.m. – 2:45 p.m.        Concurrent Sessions – Tracks for Hispanic; Asian- and African-American; Research and Niche Markets; and Interactive Discussions

  • Latino Cultural Value Dimensions and Their Influences in the Path-to-Purchase
  • Hispanic Millennial Project: Food, Beverage & Alcohol
  • Understanding Asian-American Culture and Language for Retail Sales Growth
  • Loyalty Marketing: Using Customer Data to Impact Your Multicultural Shopper
  • Working Group Interactive Discussion – Winning With the Spanish-preferred Audience

2:45 p.m. – 3:15 p.m.        Networking Break

3:15 p.m. – 4 p.m.  Concurrent Sessions – Tracks for Hispanic; Asian- and African-American; Research and Niche Markets; and Interactive Discussion

  • Reaching Hispanic Consumers Through the Power of Audio
  • How to Connect Organically with the Hispanic Community and Avoid Condescending Stereotypes
  • Using Story Telling to Connect with Women of Color
  • Engage Every Age: Connect with Your Consumer
  • Working Group Interactive Discussion – A Guide to Growing Through Diversity

4:00 p.m. – 4:30 p.m.        Networking Break

4:30 p.m. – 5:15 p.m.        Concurrent Sessions – Tracks for Hispanic; Asian- and African-American; Research and Niche Markets; and Interactive Discussion

  • Using Community Events as a New Media Platform to Reach Latino Customers
  • The 3 M’s That Determine Brand Success: Multicultural, Millennials & Mobile
  • Indulging Asian Customers – Godiva’s Winning Campaign
  • Driving Growth by Targeting the U.S. Multicultural Shopper
  • Working Group Interactive Discussion – How to Energize Your Team and Get Buy-in for Multicultural Strategies

5:15 p.m. – 5:30 p.m.        Networking Break

5:30 p.m. – 6:15 p.m.        Concurrent Sessions – Tracks for Hispanic; Asian- and African-American; Research and Niche Markets; and Interactive Discussion

  • Developing an Effective Store Brand Strategy for Hispanic Shoppers
  • Hispanic Ad Allocation Impact on Revenue Growth
  • Optimal Mobile Marketing Strategies to Reach the Multicultural Consumer
  • Working Group Interactive Discussion

6:15 p.m. – 7:15 p.m.        Cocktail Reception


Friday, Aug. 14

8:30 a.m. – 12:30 p.m.     General Sessions

  • Walmart’s Multicultural Journey
  • Brookshire’s 360 Multicultural Approach
  • More to be announced!