“In-culture Marketing” thought leader Isabel Valdés reveals secrets to engaging today’s new Latina during Marketing to Women (M2W) conference

CHICAGO - Today, Isabel Valdés introduced corporate executives, to the nuances of marketing to American Latinas during a keynote presentation at the first Marketing to Women Conference held at the Chicago Cultural Center.

During her session called Marketing to American Latinas, Ms. Valdés challenged business and industry leaders to embrace leading-edge marketing methods and to adopt a unique model of engaging and retaining customers in the multicultural markets. “We need to embrace the new Latina USA profile. Latinas make up about 50 percent of the Hispanic market in the United States and represent a young demographic that makes the majority of purchasing decisions for the family. There is a huge untapped potential to engage Latinas in ways many people have not thought about in the past.”

Ms. Valdés noted the tremendous impending influence of the Latino youth culture: “The same way rap became huge with suburban youth, we’ll begin to see Latino culture becoming part of the mainstream, “ she added. “Businesses and organizations need to prepare for this dramatic change.”

Ms. Valdés, who pioneered the “In-Culture” approach discussed how this unique approach recognizes that consumers experience life in a different cultural context than mainstream America and hence their needs, wants, values, expectations, beliefs, forms of interactions, food and diet preferences, clothing and consumer product choices tend to be different from traditional Anglo-American Culture.

The conference was sponsored by Lincoln Financial Group, Time, Inc., Fast Company, PMP (Paramount Market Publishers) and Kimpton Hotels.

Ms. Valdés is Principal of Isabel Valdés Consulting, an author and frequent speaker. Early on, she pioneered In-Culture Marketing. Since then, she has helped hundreds of organizations adopt In-Culture Marketing to unlock the high business potential associated with multicultural markets.

She is the author of Marketing to American Latinos: A Guide to the In-Culture Approach (Part I) and Marketing to American Latinos: A Guide to the In-Culture Approach (Part II), and is currently writing her next book.

Past and current clients include Procter & Gamble, AARP, A.C. Nielsen, Albertsons Grocery Stores, American Airlines, Bush Brothers, Kellogg’s, AT&T, Campbell Soups, Cisco Systems, Colgate, Coor’s Brewing Company, Direct Marketing Association, Disney World, General Foods, General Mills, Verizon, Yahoo en español, Univision, Hy-Vee, Johnson & Johnson, Kraft, La Opinion, Nike, Pepsi/Frito Lay, Honda of America, People en español, Stanford University, Time Warner, Quaker Oats, Universal Studios, Wakefern Food Corporation and many others.

Please visit www.isabelvaldes.com for more information or call Karen Saverino Donnelly at 202-380-3119.