Insights Into the Fragmented Hispanic Market Segments

If a better understanding of the Hispanic market segments would improve the results of your marketing campaigns and events, this “can’t miss” event is for you. A lively panel discussion featuring two experts, Luis Valdivia and Mary Beth McCabe, will uncover how to better target and create programming for the Hispanic market segments. Through examples and an innovative in-depth case study of the San Diego Fair, the nation’s 4th largest, the knowledge, tips and techniques you need to be successful will be shared.

Through examples and a case study attendees will learn:

  • Insights into the fragmented Hispanic marketing.
  • How to improve your campaigns and events by targeting and programming for the Hispanic market.
  • Why success in the Hispanic market segments requires more than just language translation.
  • Tips and techniques to create a campaign that works culturally.
  • The role that mobile adoption and technology plays.

Thank you to National University for sponsoring this event and providing complimentary lunch! National University is the second-largest private, nonprofit institution of higher education in California and 12th largest in the United States. Based in San Diego, National University offers a wide range of educational opportunities that help students earn associate’s, bachelor’s or master’s degree or teaching credential. National University is the first to have an online global MBA program in Spanish. Parking is free.

About the Presenters

frank-cowellFrank Cowell (Moderator)
Frank is President and Creative Director of Elevator, a strategic creative agency based out of Carlsbad. His rare passion for both technology and strategy makes Elevator what it is: A creative agency that drives for measurable results. Prior to starting Elevator, Frank spent over 10 years in sales and marketing for the mobile, web and technology industries. Frank’s approach is lead by his straight-forward candor and thoughts on what strategies will get the best response for his clients. A veteran United States Marine and martial artist, Frank claims to watch Kung Fu movies for the plot.

m-mccabeMary Beth McCabe

Following three decades of strategic marketing, creating and implementing innovative electronic media campaigns for Fortune 1000 companies such as Novartis, J.C. Penney, American Airlines, Chevron, and Weyerhaeuser, Dr. Mary Beth McCabe joined National University as Full-time Assistant Professor in the School of Business and Management in 2010 as Lead Faculty, Marketing, following three years as Adjunct Faculty.

McCabe received the Lifetime Achievement Award in Hispanic Marketing from the San Diego Advertising Club in 2009. She owned and operated Sun Marketing since 1993, and prior positions were in television sales at KUSI-TV, San Diego and Univision affiliated WCIU-TV Chicago.

She has been a Professor at the University of California, San Diego Extension since 1985, where she taught onsite and online courses in Advertising, Global Marketing, and Marketing Research. She has also taught Marketing and Advertising at the University of San Diego, San Diego State University, and other regional universities.

Dr. McCabe has taught Global Strategic Marketing as Guest Instructor at National Chengchi University, Republic of China, as well as Taiwanese MBA candidates visiting the US. She has travelled independently to every continent but Antartica and self published a guide book on international travel.

Dr. McCabe currently teaches Marketing Management, Mobile Marketing, Services Marketing, E-marketing and Marketing Research in the School of Business and Management and is Lead Faculty for the Marketing Specializations in the BBA and MBA programs and the Mobile Marketing and Social Media Specialization in the MBA program.

20140227.luis.valdivia.175x175Luis Valdivia
Luis Valdivia was Hispanic Information Officer at the Del Mar Fairgrounds for six years, from May 1, 2006 to July 15, 2012. He was the first person to hold that position on a year-round basis. He is currently Marketing Manager in the Fairgrounds Marketing Department, the first bilingual person to hold that position.

As HIO, Luis’ responsibilities included a variety of Hispanic marketing efforts to promote Fairgrounds-sponsored events, such as the San Diego County Fair, Professional Bull Riding, Scream Zone, Holiday of Lights, and the Del Mar National Horse Show. Luis also supported Surfside Race Place and the Del Mar Thoroughbred Club with their Hispanic marketing activities.

Under his leadership, the San Diego County Fair won six WFA Awards of Excellence in the Cultural Marketing category since 2006, including four consecutive first place awards, and the coveted Feature Program award in 2007. In 2011, he received the San Diego Ad Club Hispanic Marketing Lifetime Achievement Award, as well as the Hispanic Chamber Lifetime Commitment to Hispanic Business Award. He is highly respected in the San Diego/Baja California Hispanic business community.

During his tenure as Marketing Manager so far, the 2013 San Diego County Fair concluded with its second-highest attendance in history, record total revenues, and per capita revenues. The 2013 Scream Zone concluded with the highest attendance and revenue numbers in the event’s 16-year history.

Born and raised in Tijuana, Mexico, he considers himself a San Diego native, given his bilingual, bicultural and binational upbringing. He has more than 25 years of experience in his field and prior to coming to Del Mar, Luis was Director at Medicis Communications, a leading Hispanic marketing firm in San Diego for nearly 17 years.

Luis was appointed to the San Diego County Hispanic Chamber of Commerce Board of Directors as Chair of the Public Relations & Media Committee, and held the position for four years. He was named Chair of the annual ¡Viva El Mariachi! Festival produced by the Chamber, bringing the event to the Fair as part of the “Día de la Familia”series of events on Sundays in 2006 and 2007.

Besides the Del Mar Fairgrounds, Luis has worked on Hispanic Marketing campaigns for the San Diego Padres, PETCO, the California Department of Health Services, the Corky McMillin Companies, the Otay Mesa Chamber of Commerce, the National Association of Hispanic Real Estate Professionals, as well as several Tourism Boards in Mexico, including Tijuana, Rosarito, Ensenada, San Felipe, as well as the Baja California State Department of Tourism, just to name a few.