Hispanic Marketing Expert in OndaCRO

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Listen to ondaCRO’s monthly Podcasts to learn more about the Hispanic Market in the U.S.! Havi Goffan shares her expertise as a Hispanic Marketing expert on OndaCro’s online radio show “Atrapados en Latam” anchored by César Concepción.

Listen to ondaCRO's monthly Podcasts to learn more about the Hispanic Market in the U.S.!

Listen to ondaCRO’s monthly Podcasts to learn more about the Hispanic Market in the U.S.!

OndaCRO is an online and on demand Spanish-speaking radio focused on social media, marketing, entrepreneurship, technology, ecommerce, communication and more. OndaCRO belongs to Grupo Prnoticias, a large media group, and it’s built from a digital and multimedia base and core.

OndaCRO strongly believes in the benefits of podcasting, so they do not broadcast live. OndaCRO centers its efforts in digging into the latest, original, great and specific content explained by top field experts.

 

Speak Spanish? Take a Listen!!

Twitter: @ondacro Hashtag: #atrapadosenlasredes Facebook: http://www.facebook.com/ondacro

OndaCRO coverage of Hispanic Marketing with Havi Goffan

Havi Goffan podcasts monthly as a Hispanic Marketing expert in OndaCro, for the show “Atrapados en Latam” anchored by César Concepción.

Havi Goffan podcasts monthly as a Hispanic Marketing expert in OndaCro, for the show “Atrapados en Latam” anchored by César Concepción.

How can you conquer the U.S. Hispanic market? With such a sizable market, what are the opportunities for companies from Spain? Havi Goffan, expert in multicultural marketing shares with us, from Atlanta, GA, her experience with Hispanic Inbound Marketing and other strategies that can help Spaniard companies target and conquer the most important Hispanic market in the Americas.

Did you know?

  • Every 30 seconds, a Hispanic turns 18 years old.
  • There are 50+ million Hispanics in the USA
  • In less than 3 decades, non-Hispanic whites shall be a minority in the USA.The U.S. Hispanic purchasing power is the equivalent to Spain’s gross domestic product.
Discover more on OndaCRO

Latinas In Business: Havi Goffan the genie behind Target Latino

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Latinas in Business on Havi Goffan the genie behind Target Latino

Latinas in Business on Havi Goffan the genie behind Target Latino

Susana Baumann, the founder of Latinas in Business, is a multicultural marketing expert, business writer and published author. Baumann advocates for Latinos in the United States. She specialized in this market early on, when Hispanic was a “bad word” and companies would disregard the economic power of a burgeoning population..

It is a true distinction and honor for Target Latino to have Susana Baumann select Havi Goffan, our CEO for this exclusive interview published on Latinas in Business.

Just to whet your appetite, we share a few of Latinas in Business interview highlights:

On the Methodology and Algorithms developed by Target Latino in 2004 and 2010

“The Latino market is an ever evolving moving target that companies aim at with varying results. Finding a tool that would uncover the spending habits of your desired Hispanic audience is almost grabbing the pot of gold at the end of the rainbow. Target Latino has long developed a methodology to identify Hispanics online independently of their language or level of acculturation.”

On who is Havi Goffan?

“An 18-year old curious woman about computers in Argentina few decades ago was not a common occurrence –I know because I am from the “pampas” – but rarer if she was interested in applying computer technology to marketing. Whaaaaat?”

“She recognized the power of cultural knowledge as one of the pillars, together with technology and business savvy, in capturing the Hispanic market. “Instead of broadcasting a message to a market that might or might not be interested in what you have to offer, you get ready to be found when they are looking for you,” she explained.”

On Hispanic Inbound Marketing (coined by Havi Goffan after Seth Godin’s “Inbound Marketing” because in Spanish does not truly cover the whole Hispanic market)

“Whatever it is that they are looking for, the Internet has changed the way Latinos decide what to buy and who to buy from. There are only 10 places on Google’s first page. It’s not just about language anymore; it is about culture and relevance,” Havi explained.

To read the full and fascinating interview, visit Latinas in Business!

About Latinas in Business – Economic empowerment for the Latina working woman

Latinas in Business is a community of communicators and business owners seeking only one goal: to support, enrich and empower the experience of Latinas in business and the workplace. From those running their own enterprises to those just entering the labor force or sitting in the corner office, LatinasInBusiness.us is dedicated to the fastest growing business community in the nation: Latinas.

Follow Susana @sbaumann342 @LIBizus

Latinas in Business on Havi Goffan Industry Leaders

Latinas in Business on Havi Goffan Industry Leaders

Tips from Top PR Pros

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amex open forum - 48 Guerrilla Marketing Tips from Top PR Pros

Tips from Top PR Pros Amex Open Forum

48 Guerrilla Marketing Tips from Top PR Pros

Your business is feeling the crunch this year – and your marketing budget is dwindling as a result. We’ve asked some of the most experienced public relations professionals to share their secrets on how to market a company on a small budget. Here are some of the best ways to use social media and word-of-mouth marketing to gain a competitive advantage in this tough economy.

1 Claudia Goffan, Target Latino – @TargetLatino

Form relationships with other businesses that cater to your customers. Ask them to offer a discount to their customers if they mention coming from their store when they purchase from you. Feel free to reciprocate.

Published on American Express Open Forum

American Express Open Forum Tips from Top PR Pros

American Express Open Forum Tips from Top PR Pros

 

Selected as CNN’s “New Guard”

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Inside of CNN New Guard event

Inside of CNN New Guard event – Not a lot to see 🙁

Havi Goffan was selected as CNN’s “New Guard”, which identifies and honors current and next generation newsmakers. The invite-only event served as an opportunity for the Atlanta’s rising stars to rub elbows with the network’s CNN anchors, reporters, producers and executives.

The invitation was made on behalf of CNN’s Executive Management and Newsgathering Team, for Tuesday, October 4th for The New Guard-Atlanta. This cocktail reception was part of CNN’s ongoing effort to reach out to our Atlanta community and establish relationships with those they believe are current and next generation newsmakers. The event was be hosted by CNN Southeast Bureau Chief, Marylynn Ryan and CNN US Director of Programming, Janelle Rodriguez.

There were approximately 50 other New Guard members, representing members of Atlanta’s political, academic, arts, and business communities, among them the Mayor of Atlanta, Kasim Reed.

 

Atlanta view from CNN's "New Guard" private event

Atlanta view from CNN’s “New Guard” private event

Digitini Award

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The Digitini Award was Hosted by The Spelman Museum of Fine Art

Digitini: Celebrating Atlanta’s Trailblazer Women in Social Media

The celebration took place Wednesday, November 10, from 4 to 7 p.m. at the Spelman College Museum of Fine Art.

Digitini Awards

Digitini Awards

Digitini celebrates women who have made strides in social media and spotlights up-and-coming social media mavens. The honorees are a successful group of women who are utilizing social media as a platform to pursue their passions. In addition, these women are successfully leveraging social media as a tool to build their brands and grow their businesses.

These women are social media trailblazers who are lighting the way for others.

Digitini Awards Co-Hosts

Jennifer Hutcheson ~ Mami 2 Mommy

Lauren Thomas ~ Everywhere

Digitini Awards Honorees

Anissa Mayhew ~ Free Anissa

April Andrews ~ CNN Worldwide PR

Christie Crowder ~ The Blogrollers

Claudia Havi Goffan ~ Target Latino

Jacqui Chew ~ iFusion Marketing

Lorraine Sanabria Robertson ~ The BlogRollers

Piera Jolly ~ Jolly Mom

Renee J. Ross ~ Cutie Booty Cakes

Shameeka Ayers ~ The Broke Socialite

Sherrelle Kirkland-Andrews  ~ FunkiDivaGirl

Tami Reed ~ Talking with Tami

Yolanda Mason ~ Cuponeando

Digitini is produced by Everywhere and sponsored by Spelman College Museum of Fine Art, Allconnect, Tree of Life Pomegranate Wine, Cami Cakes, Being Latino, Black Web 2.0 and Mami 2 Mommy.

Digitini awards

Digitini awards

Digitini Awards Havi Goffan and Jennifer Hutchinson

Digitini Awards Havi Goffan and Jennifer Hutchinson

Digitini Awards

Digitini Awards

Digitini Awards

Digitini Awards

NASDAQ

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NASDAQ

Date: December 7, 2009

Where: NASDAQ, New York, New York

Role: Appearance

nasdaq

VIP Panelist CNN Latino in America

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VIP panel CNN Latino in America

VIP panel CNN Latino in America

CNN Latino in America: VIP Panelist

Date: October 19, 2009

Where: Rich Auditorium, High Museum of Arts, Atlanta, Georgia

Role: VIP Panelist

Expertise: Hispanic Marketing

CNN anchor and special correspondent Soledad O’Brien moderated a panel at the Atlanta screening of Latino in America held at the Woodruff Arts Center on Oct. 19th. The evening focused on the Latino community, issues of Education, Latino identity and overall empowerment.

CNN Presents Latino in America Anchored by Soledad O’Brien more on All Things CNN

October 12, 2009

Ms. Claudia Goffan

Target Latino

Atlanta, GA

Dear Ms. Goffan:

This October, CNN will extend its acclaimed “In America” series of documentaries with a two-night, four-hour event, Latino in America.  Reported by anchor and special correspondent Soledad O’Brien, the ambitious documentary initiative examines the growing diversity of America, revealing insight into a changing nation on the eve of the U.S. census that is expected to officially confirm that Latino Americans are the largest minority group within the country.  Latino in America will premiere on Wednesday, Oct. 21, and Thursday, Oct. 22, 2009 at 9pm ET/PT.

CNN is hosting a private advance screening of an abbreviated version of the documentary on Monday, October 19 at 7 PM at  Woodruff Arts Center’s Rich Theatre, located at 1280 Peachstree St., NE in Atlanta, GA 30309.

We would be honored to have you participate in a panel discussion following the screening.

Here is how the evening’s activities will unfold:

6:00 PM VIP Reception

6:30 p.m. Guest check-in begins

7:00 p.m. Advance screening of “Latino in America”

8:00 p.m. Panelist introductions and discussion about the program/reactions from the audience

9:00 p.m. Panel discussion ends

Panel discussion format:

Soledad O’Brien (CNN) will moderate the panel discussion, posing the initial questions to the panelists and then inviting questions from the audience at this private screening event.  There will be 3-4 panelists on stage together, all community leaders like you, who represent different walks of life (for example, academic institutions, community organizations, elected officials).

We hope you will join us as a panelist for this event.  If you have any questions about the advance-screening event or the panel discussion, please do not hesitate to contact me at 323-404-4854 or via email at Gabriel@reyesentertainment.com

Meanwhile, we will contact you within the next few days to find out if you are able to serve as a panelist.  Thank you!

Sincerely,

Gabriel Reyes

Reyes Entertainment on behalf of CNN

Photo ID from Left to Right: Millie Irizarry, CEO of the Latin America Association, Alex Garcia, NASCAR driver, Jerry Gonzalez, executive director of the Georgia Association of Latino Elected Officials, Claudia Goffan, CEO of Target Latino, Soledad O’Brien ,CNN anchor and special correspondent and Mark Nelson, vice president and senior executive producer of CNN Productions

Photo ID from Left to Right: Millie Irizarry, CEO of the Latin America Association, Alex Garcia, NASCAR driver, Jerry Gonzalez, executive director of the Georgia Association of Latino Elected Officials, Claudia Goffan, CEO of Target Latino, Soledad O’Brien ,CNN anchor and special correspondent and Mark Nelson, vice president and senior executive producer of CNN Productions

Soledad O’Brien ,CNN anchor and special correspondent

Soledad O’Brien ,CNN anchor and special correspondent

Soy Latino en E.E.U.U. T-Shirts handed out at the VIP presentation of CNN Latino in America

Soy Latino en E.E.U.U. T-Shirts handed out at the VIP presentation of CNN Latino in America

Millie Irizarry, CEO of the Latin America Association

Millie Irizarry, CEO of the Latin America Association

Photo ID from Left to Right: Alex Garcia, NASCAR driver, Jerry Gonzalez, executive director of the Georgia Association of Latino Elected Officials, Claudia Goffan, CEO of Target Latino at the VIP presentation of CNN Latino in America

Photo ID from Left to Right: Alex Garcia, NASCAR driver, Jerry Gonzalez, executive director of the Georgia Association of Latino Elected Officials, Claudia Goffan, CEO of Target Latino at the VIP presentation of CNN Latino in America

With Jerry Gonzalez, and Millie Irizarry

With Jerry Gonzalez, and Millie Irizarry

Soledad O'Brien and Havi Goffan at the VIP presentation of CNN Latino in America

Soledad O’Brien and Havi Goffan at the VIP presentation of CNN Latino in America

Target Latino on CNN en Español

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CNN en Español – En Efectivo
Interview to Claudia Goffan
Expert in Latino Markets

CNN en Espanol Target Latino

CNN en Espanol Target Latino

 

cnn en espanol interview to havi goffan

cnn en espanol interview to havi goffan

Havi Goffan interviewed by cnn en español

Havi Goffan interviewed by CNN en español

Media Covers Innovative Bilingual Wedding Invitations

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Havi Goffan, with her distinct and uncanny ability to devise the simplest and most ROI-effective strategy for brands, innovates and creates the bilingual wedding invitations.

Havi Goffan with the new Celebracion format to stand out inside of crowded Hispanic retailer stores

Havi Goffan with the new Celebracion format to stand out inside of crowded Hispanic retailer stores

Before the bilingual invitations, couples or quinceañeras had to order two sets of invitations. One for each language. Not only did this increase the cost but the number of tasks needed to plan a wedding or a quinceañera.

The Hispanic market is not necessarily a Spanish-only market. Different generations, foreign-born and US-born, come together for these momentous occasions and the whole family needs to feel included from the moment the invitation is handed to them.

The bilingual invitations, with both languages nicely printed on the same set of invitations with no need to duplicate the names and locations, solve these issues and become a key differentiator for the Celebracion album against its competitors and are distributed via 4,000+ US-Hispanic retailers.

BodasUSA La Revista, the first magazine in the U.S. to cater to Latina brides, featured these bilingual wedding invitations and Latina bloggers echoed.

Most importantly, the success is reflected on the market adoption rates.

Six of the invitations from the Celebracion invitation album, a nationally distributed line of exceptional all-occasions stationery for Latinas, are featured in the Winter/Spring 2008 premiere issue of Bodas USA La Revista, the first Spanish-language bridal magazine in the U.S.

The invitations are designed with the Latino bride in mind – based on Goffan’s cultural insights – and offer both traditional and modern invitations in Spanish, in English and for some designs, in both at no additional charge. Three classic and three contemporary invitations, with details such as elegant pearl-embossed details including calla lilies, roses, and couples for the classic styles, and a pure white linen paper invitation with a blind embossed monogram and a white satin ribbon, an impressive square invitation in pearl and gold shimmer paper, and a vibrant wrap invitation that shows brides how to bring color into their day for the contemporary invitations.

“I met this couple who had purchased bilingual wedding invitations at no additional charge and they were thrilled by the discovery of such a product!” stated Lilian de la Torre-Jimenez, Publisher of Bodas USA La Revista. “I was very taken by the deep understanding of the needs of the Latino brides that have to invite guests in both English and Spanish and always find that ordering two sets of invitations is more than what their budgets can afford.”

 

BodasUSA La Revista interviews Havi Goffan on the bilingual wedding invitations

BodasUSA La Revista interviews Havi Goffan on the bilingual wedding invitations

Bilingual wedding invitations featured on new spanish bridal magazine

Bilingual wedding invitations featured on new spanish bridal magazine

 

The Search for Original Hispanic Christmas Cards is Over!

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Bilingual Reyes Magos Card

Bilingual Reyes Magos Card

The Occasions Group partnered with Lantigua Designs to bring the original Hispanic Christmas cards, both in Spanish and bilingual, to the Latino market through the new retail catalog, Libre-Creación, la base para tus ideas.

“There was a lack of original Latin-flavored product in the Holiday market and a need for bilingual cards. I saw Lantigua Designs’ ideas and knew they were what our market would want to send to their friends and family: Latino Holiday designs made especially for the Hispanic market,” said Havi Goffan.

Lantigua Designs Hispanic Christmas cards are colorful, witty and express the customs of many Latin ethnicities as well as the various traditions they all have in common. The cards are sold through the 30-page catalog, distributed to over 3,000 retailers of The Occasions Group nationwide..

In addition to the Lantigua Designs’ Christmas line, Libre-Creación also has a variety of blank invitations that can be used for baptism, communion, birthdays, anniversary, quinces, wedding and other special occasions. These invitations can be printed and assembled at home, allowing for unlimited creativity and personal expression.

lantigua designs bilingual christmas card

Lantigua designs bilingual christmas card

“We are honored to have been chosen by the leading company in the greeting card and invitation industry,” said Liz Lantigua, Creative Director and Founder of Lantigua Designs, Inc. “They have a great vision and commitment to serving the Hispanic market with quality products.”

The Hispanic blogging and media communities expressed their approval by sharing these news as you can see by some of the images below.

The Occasions Group, headquartered in North Mankato, Minnesota, is a consortium of companies that design, produce and distribute quality stationery and décor products for weddings, holidays, parties and other occasions. They employ over 3,500 people in 25 locations across the United States, Canada, Sweden, Mexico and the United Kingdom. http://theoccasionsgroup.com

Lantigua Designs, a Florida-based greeting card company since 2004, specializes in greeting cards, stationery and invitations for the Hispanic market. They have been chosen twice for the Latin GRAMMY ® celebrity gift bags given to Latin performers during the awards event. Their products are currently selling in stores in South Florida and in New York.
http://lantiguadesigns.com

Multi-Channel Merchant shares about the Latin catalog Libre Creacion

Multi-Channel Merchant shares about the Latin catalog Libre Creacion

Multi-Channel Merchant shares twice

Multi-Channel Merchant shares twice

 

Hispanic MPR The Search for Original Hispanic Christmas Cards is Over

Hispanic MPR The Search for Original Hispanic Christmas Cards is Over

Hispanic Trending Juan Tornoe shared about these Latin-themed holiday cards

Hispanic Trending Juan Tornoe shared about these Latin-themed holiday cards

Hispanic Tips The Search for Original Hispanic Christmas Cards is Over

Hispanic Tips The Search for Original Hispanic Christmas Cards is Over