By Patricia Lee Hall with Karen Garza, Katherine Cook, Elaiza Armas, and Christian Cisneros.
Day Three of Hispanicize 2014 kept the momentum going with another full day of educational sessions, networking opportunities, super-fun socials, and a lunch honoring extraordinary Latin musician and international superstar Carlos Vives. Hispanicize staff and student journalists attending the event continue our daily recaps with highlights from Day Three.
Carlos Vives Charms the Crowd at the Latinovator Lunch
Grammy Award and seven-time Latin Grammy Award-winning Carlos Vives charmed the crowd at the Latinovator Lunch. Honored for his countless contributions to music, the Colombian singer, composer, and actor talked about his start in music, current and future projects, and charitable work. Vives rose to fame in the early 1990s with his groundbreaking, unique blend of traditional vallenato music with other genres including pop, rock, and world rhythms. He continues blending various sounds and is set to release his new album “Mas + Corazon Profundo” on May 13.
Humble, funny, and highly entertaining, Vives displayed his wit, at one point joking – when event host Ana Maria Cisneros took their selfie on stage – that selfies were so popular in Colombia now that some folks were using that as a first name and from here on out he’d be known as Selfie Vives.
In addition to being honored with a Latinovator Award, Carlos Vives collaborated with Coca-Cola in a special session the previous day, and Hispanicize attendees got to see the video for “La Copa de Todos,” a catchy, upbeat song that is a celebration of the World Cup. A collaboration with David Correy, “La Copa De Todos” is the Spanish version of FIFA partner Coca-Cola’s 2014 World Cup campaign anthem “The World is Ours,” which so far has been recorded in 19 international versions.
Sessions Motivate and Educate
The day’s sessions again offered insightful presentations on Latino marketing with topics including Redefining the ‘Latino’ in Mainstream Media, Gauging the Impact of Media and Hollywood on Latinos, and Measuring Your Marketing Hispanic Marketing ROI. Other specialty sessions included a panel with influential Latina fashion bloggers, a session for filmmakers and Hispanic agencies, and a presentation on viral videos.
At the Total Market session, a group of top Hispanic brands explained that the total market approach is not just a project and that strategies need to be long-term. It is not simply about hiring Asians, African American, or Hispanic actors for a campaign, putting them in your commercials, and you’re done – it is something that requires more careful consideration and true understanding of the market and the audience, and driving relevance across all of your segments without alienating any other audience.
One particularly special event today was the Media Entrepreneurship Bootcamp for Hispanic Journalists which provided honest advice to current and future journalists about getting into the business. Led by media entrepreneurs, the full-day session gave attendees practical insights, lessons learned, and useful tips.
Hispanicize focuses on real-life scenarios and one highlight of the event is the chance to hear first-hand about success stories and case studies. Today’s sessions included The Power of Futbol: A look at the Evolution of Hispanic Soccer Marketing in the Year of the World Cup, and a Starbucks Hispanic Case Study.
The day wrapped up with the evening live music happy hour before the highlight of the evening: the Positive Impact Awards. Created as homage to the late Louis Pagan, co-founder of Hispanicize and well-known social media entrepreneur widely known for his kindness and commitment in the community, the awards recognize those who contribute selflessly for the betterment of their own communities.
Exhibit Hall Enables Networking and Fun
Visiting the exhibit hall provides participants a little break, some goodies, and the chance to network. The people you meet at Hispanicize represent a broad section of interests, viewpoints, and motivation for attending the event. For example, “How do we communicate effectively? How do we spark those continued two-way conversations?” That’s what volunteer Martine Jolicoeur came here to learn. Growing up in Haiti where the arts were discouraged, she had to be an undercover writer. Now she’s a proud Latina blogger spreading words of wisdom to help Latinos build forever marriages and happy families and comes to Hispanicize to continue learning and connecting.
Learning is what the Historic Coast of Florida, though the @MiLatinoSpirit campaign, hopes attendees do just by visiting their booth. Did you know, for example, that the first real Thanksgiving took place in St. Augustine? The meal between the Spaniards and the Native Americans may not get as much coverage in school textbooks as the event at Plymouth Rock, but the friendly folks at the Historic Coast of Florida booth are happy to tell you about it.
Rich in history and Hispanic ties, St. Augustine and the surrounding areas make for a great place for people to visit, especially families who want to instill a sense of history and cultural connections for their kids. And if you’re a blogger, you’re in luck: They’re giving away a 2-day blogger trip! Follow @milatinospirit for more.
Get ready for another fun day tomorrow, and see photos from today in the official Hispanicize photo gallery!