“The United States is the second largest Spanish speaking country in the world, second only to Mexico” said Mike Cano of Insight Edge Inc.
On March 25, the University of Tampa was the host of a unique seminar called “Connecting with Hispanic Consumers.” Well-known guest speakers from around the country, including Saved By the Bell star Mario Lopez, came together in the Crescent Room to discuss and present their knowledge on marketing and effective mass media methods.
Cano gave his presentation to the future marketers in the audience on how to effectively target the Hispanic population in America through something he called “cultural fluency.”
Cano pointed out that when he was growing up in the ‘60s, the only Hispanics he ever heard of were what he called the “Hollywood Hispanics.”
“You saw the maids,” said Cano, “the workers, all the stereotypical Hispanic roles.”
But as Cano pointed out, the image of Hispanics is very different today. Hispanics now have many integral roles in American society: Ellen Ochoa is a NASA astronaut and Susana Martinez is not only the governor of New Mexico, but also the first female and first Latina governor the state has ever had.
Cano, known throughout the nation as a leading marketing figure in Hispanic newspapers, directly addressed the UT student community.
“Embrace the diversity,” Cano said. “Understand that the changing demographics in this country are a positive thing.”
Mario Lopez, the current host on TV’s entertainment program Extra and Randy Jackson’s America’s Best Dance Crew, was also in attendance.
Lopez said that he was glad to be a part of the day’s presentation because of its importance to the Hispanic community.
Speaking directly about UT, Lopez said, “This is a beautiful campus, I hope I can return one day.”
Lopez was also signing copies of his first diet book, Extra Lean. Free copies were given away to the first 20 students to arrive that morning.
“Don’t think of it as a diet,” said Lopez. “The book is more of a way to improve your lifestyle and incorporate healthy proteins and ‘carbs’ into meals, which many people on diets try to stay away from.
“And of course,” he said with a smile, “I sprinkled in my culture.”
Two of the presenters were from the UT community: Pamela Echeverria, Director of Graduate Business Programs and Dr. Viginie Kharé, Assistant Professor of Marketing. Other presenters included Maritza Astorquiza of Coda Sound and Orlando Nieves of CENTRO Tampa.
Dr. Kharé specializes in international marketing, consumer behavior and services marketing here at UT. Her presentation at the event was titled “Assimilation and Acculturation.”
“These two concepts can apply to UT students as well, since quite a few of them are new to this area,” said Dr. Kharé.
“How do they choose to adapt to this new culture? They can choose to assimilate or acculturate. Most of them, just like the Hispanic consumers here, choose to acculturate and just add this new experience to their cultural repertoire. This will help them grow and mature,” Dr. Kharé said.
Kharé also believes that people can benefit in many ways from being exposed to other cultures. Her personal experiences and the work she has done in other countries has helped her grow as a person.
The recurring themes that morning were expressed in many ways, but boiled down to one key note: learn from the cultures around you. Studying what makes people different and applying that knowledge to the marketplace will help almost any business flourish.
Sophie Erber can be reached at serber@spartans.ut.edu.