Hispanic Day on the Hill – Keynote Speaker on Hispanic Culture & Cultural Differences
April 2nd, 2013
The Kansas Hispanic & Latino American Affairs Commission (KHLACC), with the office of Governor Sam Brownback, proclaimed Hispanic Day on the Hill at the Capitol in Topeka, Kansas that this year took place on April 1st- a day wherein Hispanics from Kansas come together to obtain updated information on key policy and encouraged to meet with their legislators at the Capitol.
Havi Goffan, CEO at Target Latino, Hispanic Marketing expert and Latino community advocate, was named expert keynote speaker by the Kansas Hispanic & Latino American Affairs Commission with the office of the Governor Sam Brownback. In her keynote, she addressed the main factors to consider when reaching out to this key demographic.
Highlights of her Keynote Presentation at Hispanic Day on the Hill
Havi started her keynote with a story of truly bonding with the Latino business community.
“Reaching Hispanics can be accomplished in many ways but to truly bond with this demographic so as to generate word-of-mouth is a completely different story. We have all heard about the importance of the Hispanic market. There are 50 million hispanics in the U.S. and growing. Let’s see what that means to us from the sheer numbers alone.”
After sharing some known and some other not so known demographics, she asked the audience if they wanted to know what this meant to their bottom-line.
U.S. HISPANICS 1.2 TRILLION
KANSAS LATINOS 5.6 BILLION
KANSAS HISPANIC BUSINESSES GENERATED $1.3 BILLION IN 2012
She explained that connecting with this demographic is key to positioning products and services. Knowing what it relevant to the Hispanic culture of their target market.
What is Culture: “a mental map which guides us in our relations to our surroundings and to other people” or “everything that people have, think and do as members of a society.”
A member of the audience, owner of a local restaurant, asked how would this help him. Havi replied: “Do you know why Latinos go out to dinner?” He stated: “To have a good meal.” Havi engaged the Latino audience and the answer was: “To spend an enjoyable time with family and friends.” What becomes more important then is the atmosphere and the service that are conducive to this type of behavior.