| Hispanic Marketing Expert

Hispanic Marketing Expert in OndaCRO

02/12/2015/in Expert Contributor, Media Coverage

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.!

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.

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

01/17/2015/in Media Coverage

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

Hispanic Day on the Hill Expert Keynote Speaker

04/02/2013/in Speaking Engagement

Havi Goffan and Gov. Sam Brownback

Hispanic Day on the Hill – Keynote Speaker on Hispanic Culture & Cultural Differences

April 2nd, 2013

Gov. Sam Brownback at Hispanic Day on the Hill

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.

To read the full Press Release Latinos in Kansas to Have Hispanic Day on The Hill.

Adrienne Foster, Executive Director of the KHLACC, and Havi Goffan

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.

Gov. Sam Brownback Kansas

“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.

For more of Cultural Insights from Hispanic Day on the Hill.

Havi Goffan at the Governors home

Hill’s mural headquarters

Tony Vargas and Havi Goffan Kansas

Goodwill Industries International

08/11/2010/in Speaking Engagement

Goodwill Industries International

Goodwill Industries International: Hispanic Marketing & Grassroots

Date: August 8-11, 2010

Where: Goodwill offices, Atlanta, Georgia

Role: Speaker – Private Engagement

Presentation: Hispanic Marketing and Grassroots

Goodwill Industries International – Hispanic Marketing & Grassroots

VIP Panelist CNN Latino in America

10/19/2009/in Expert Contributor, Media Coverage

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

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

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

With Jerry Gonzalez, and Millie Irizarry

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

NYC24: Latinas in Soccer by Mariel Clark

04/25/2009/in Expert Contributor

NYC24: Latinas in Soccer by Mariel Clark

Mariel Clark interviews our CEO, Havi Goffan on Latinas in Soccer for a NYC24 article. Check it out!

Date: April 25, 2009

Media: NYC24

Role: Expert Marketing Contributor on Hispanic Market Culture

Excerpt from Latinas in Soccer

Regarding Hispanic Culture: “Males are the ones that are supposed to be competitive,” said Claudia Ahavyiah Goffan, and Argentinean-born Hispanic marketing expert. “Women are supposed to be nurturing, feminine, weak, protected.”

For 17-year-old Liz Casanova those words ring true. Though her Ecuadorean-born parents don’t stop her from playing soccer at Bayside, they aren’t as encouraging as she wants them to be because they “think it’s a guy’s game.” Liz said. “They wish that I had done a different thing,” she said. “My mom put me in dancing but I just couldn’t do it.”

Latinas in soccer

The Search for Original Hispanic Christmas Cards is Over!

08/07/2007/in Media Coverage

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

“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 twice

Hispanic MPR The Search for Original Hispanic Christmas Cards is Over

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

Hispanic Tips The Search for Original Hispanic Christmas Cards is Over

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