“Jump Start” Your Efforts to Reach U.S. Hispanics – Now!

Presented by:
Heberto Gutiérrez

What?
Every Anglo added to the U.S. population is joined by five new Hispanics. This isn't happening only in border states. Hispanics are moving inland to follow job opportunities across the country. States like North Carolina, Arkansas and Iowa are experiencing dramatic increases in their Hispanic populations, while California, Texas, New York, Florida, New Jersey and Illinois continue adding to their already sizable numbers. U.S. bankers simply cannot afford to ignore this growing, largely untapped market for financial services.

Why?
U.S. Hispanics are largely "unbanked" for several reasons:

Financial institutions in Latin America have traditionally not been reliable or accessible for small consumers, so Hispanics do not trust banks, even in the U.S.

Hispanics often do not have strong credit, which makes them reluctant to even apply for mortgages or personal loans; and

.S. banks typically have not done a good job of reaching out to them, making them feel comfortable, or helping them achieve their aspirations. Unlike Anglos, who like "high tech" service, Hispanics are much more "high touch" in the ways they like to do business - eyeball-to-eyeball - making them ideal prospective customers for community banks.

Program Content
Join Heberto Gutiérrez for BOL Learning Connect's "Jump Start" webinar to get the tools you need to launch a successful Hispanic marketing program at your bank, based on a proven 8-step process. You'll gain a much better understanding of:

The roles language, culture, acculturation and retro-acculturation play in your Hispanic marketing plan effectiveness

How to make your retail environment much more Hispanic-friendly

What Hispanics are thinking about and looking for when they come into your bank

Who?
This presentation is designed for bank senior management, marketing directors and customer service supervisors. Hispanic marketing cannot be seen as a "program of the month," or it will fail quickly. The ideal audience for this presentation includes all those people responsible for growing bank deposits and loan portfolios, i.e., those who make decisions on a bank's strategic direction, marketing, customer service and resource allocation.

VIEW A 10 MINUTE SAMPLE
(requires Windows Media Player and IE).

About the speaker: Heberto Gutiérrez established Inventiva as a Hispanic advertising agency in 1990 after a successful career in industry and media that included a stint as general manager of Univision's TV station in San Antonio, Texas. The agency has evolved into a multicultural marketing firm that specializes in successfully launching businesses in Hispanic marketing. Among its financial services clients have been Bank United, Laredo National Bank, Chase, Household Finance, Inc., and Beneficial Finance. Heberto has made presentations on Hispanic and multicultural marketing to financial audiences since 2002. Inventiva has won many industry awards, most importantly a national Gold EFFIE Award for marketplace effectiveness given by the American marketing association. Heberto was a founding member of the Association of Hispanic Advertising Agencies, was governor of the American Advertising Federation's 10th District, was chairman of the San Antonio Hispanic Chamber of Commerce, and is serving his third term as a member of the Texas State Commission on 9-1-1 Emergency Communications.

CD-ROM includes:

• Complete presentation (including slides and audio)
• Written Materials
• Follow-up Q & A

You have the right under this license agreement for this CD-ROM to use this presentation on a single-workstation. Use on a network is in violation of the copyright agreements. CD may be used by multiple users at a given institution but may not be placed on a network or in any other multi-user environment.