Another day, another conference in another city!

I just got back from the 12th Annual Hispanic Marketing Midwest Conference in St. Paul, Minnesota… yes, you read that correctly, Minnesota. This is the 12th installment of what I didn't realize is the one of the largest Hispanic marketing conferences in the Midwest. In fact, I didn't realize what a growing Hispanic market the Twin Cities is!

Aside from the unique nature of it's location, the Hispanic Marketing Midwest Conference was solid in both content and attendance. I was invited to speak on Hispanic Search Engine Marketing, and had a chance to enjoy the entire day's program.

The conference started out with a very interesting overview on the Hispanic market by Sonya Suarez-Hammond from Yankelovich Multicultural. Her presentation was very insightful and provided a nice start to the conference.

This was followed by a

very visual presentation by Laritza Lopez of Real Latino Images, a Hispanic stock photography house, discussing the nuances of Hispanic creative messaging and imagery.

Cristina Benitez followed with an interesting look at how Hispanics are changing the mainstream, based on her book Latinization. Ursula Mejía-Melgar completed the morning with a very interested cross-platform case study on General Mill's “Que Rica Vida” program.

Derene Allen from Santiago Solutions Group followed my Hispanic Search Engine Marketing presentation with a very interesting study on Latina Shopping Habits and a program they helped develop for Johnson & Johnson.

All in all, kudos to Rick Aguilar and his energetic team for putting on a great conference. With the heavy concentration of large corporations based in the Twin Cities, this conference had a strong corporate presence from committed multicultural marketers such as Target, General Mills, and U.S. Bank.

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