Conference June 21 to Focus on Marketing to Latino Population

The 2000 U.S. Census shed light on the dramatic growth of the Latino population in the United States, with experts estimating Latinos’ buying power at $450 billion. To address the challenges of communicating to this population segment, the Insurance Information Network of California (IINC) will host a one-day business education conference for the insurance industry on Friday, June 21.

“Insuring El Sueño Americano” (Insuring the American Dream) will feature experts in the areas of demographic research, media, marketing and advertising, presenting the latest information for developing communications programs directed to Latinos.

“Latinos own homes, autos and businesses and are in need of financial services information to help protect their assets,” IINC Executive Director Candysse Miller said. “This conference will provide important information for insurers to better understand the dynamic Latino market.”

The conference, to be held at the Hollywood Renaissance Hotel, will include presentations on the growth of the Latino middle-class in California; how Spanish-language media has become a dominant ratings force; important elements for successful advertising and marketing campaigns; and the essentials for reaching the Spanish-language news audience.

Guest speakers and panelists include Dr. Harry Pachon, president of the Tomás Rivera Policy Institute, a leading expert on Latinos in the United States; Jack Feuer, media business editor for AdWeek; Jack Hobbs, senior vice president of the Hispanic Broadcasting Corporation; Ray Celaya, assistant vice president emerging markets for Allstate Insurance; Joel Russel, senior editor of Hispanic Business Magazine; and Rochelle-Newman Carrasco, CEO of Enlace Communications.

Conference and registration information is available on the IINC Web site at www.iinc.org. The conference cost is $85, including all conference materials and luncheon program.