Heberto Gutierrez
As a first-generation American himself, Heberto Gutiérrez doesn't just understand the multicultural experience - he lives it. Born in Mexico, Heberto came to the U.S. at age 7, and became a U.S. citizen at age 16. After graduating college and enjoying a successful business career that included serving as general manager of Univision's TV station in San Antonio, he started Inventiva, a multicultural marketing, consulting and training firm in 1990.
Since then, he has conducted workshops, presentations and webinars - domestically and internationally - to such organizations as the American Advertising Federation, Strategy Research Corp., Advertising Specialty Institute, National Dental Planners Assoc., BankersOnline.com, Arkansas Bankers Assoc., Texas Bankers Assoc., U.S. Livestock Genetics Export, Free Trade Alliance (Mexico), and the American Quarter Horse Assoc. Heberto works hard to insure that everyone comes away from one of his presentations with at least one usable piece of information that will make an immediate impact on their organizations.
Heberto has helped many industry-leading companies navigate the multicultural waters, including AT&T, Motorola, Household Finance, Bank United, Laredo National Bank, Beneficial Finance, Prudential Insurance, PacifiCare, SecureHorizons, American Electric Power, Arby's Restaurants, American Quarter Horse Assoc., and United Export Trade Assoc. His success comes from learning everything he can about his clients, and then teaching them everything he knows about successful multicultural marketing.
Heberto has been recognized by industry and government for making a difference at the grassroots level. Most importantly, he has won a national Gold EFFIE Award for ethnic marketing effectiveness from the American Marketing Association, and the American Advertising Federation's Silver Medal Award, its highest individual honor. He was also recently appointed by the governor to his third term as a State Commissioner on the Texas 9-1-1 Emergency Communications Commission.
MOST REQUESTED TOPICS:
U. S. Hispanics - First Time Consumers
This presentation focuses on the demographics of U.S. Hispanics - current statistics on population size, household income, internet usage, education, business ownership, size of subgroups (Mexican, Puerto Rican, South American, Central American, etc.), language preferences, etc. I also customize this to a specific industry, depending on the group that I am addressing (i.e., fast food patronage, beverage consumption, financial services, pharmaceuticals, apparel preferences, coupon redemption, media consumption, vehicle preferences, etc.).
Understanding U.S. Hispanics
Similar to the above but with the exception that here I focus on the psychographics of U.S. Hispanics - what makes them brand loyal, how their cultural nuances affect their decision making process, why their need to acculturate is important in any communications piece, how English speaking Hispanics still want to identify with their roots, etc. Once again, I can customize this to any specific group or industry.
Beyond Espanol: Effectively Reaching the Fastest Growing Group in America
This is by far my most requested presentation since it combines a little of both from the above presentations - demographics and psychographics of U.S. Hispanics. I offer examples of the four factors in effectively reaching the fastest growing segment in the United States - language, culture, acculturation, and retro-acculturation.
Marketing in the United States
This program, which I normally do in Spanish, is presented internationally (Mexico, Argentina, Venezuela, and Puerto Rico). It's for groups interested in entering the U.S. marketplace. I demonstrate how targeting Hispanics (a group who already knows them) can be a good way to gain successful entry with their products and/or services.
OTHER TOPICS INCLUDE:
Understanding the Multicultural Marketing Opportunity
Capitalizing on the Multicultural Marketing Opportunity
Getting Started in Multicultural Marketing
Succeeding in Multicultural Marketing
Marketing to Emerging Majorities
Bridging the Cultural Gulf
Connecting with Diverse Communities
On-the-Ground Experiences
Investing in the Future - Multicultural Groups
Accessible and Affordable - The Multicultural Highway
Celebrate Multiculturalism
Are You Satisfied with Your Share of the Market?
Beyond Español: Effective Marketing to Latinos
Topics for International (Spanish Speaking countries):
How to Market Your Product/Service in the United States
Getting Started in the U.S. Effectively
Understanding How to Do Business in The U.S.
The U.S. Culture: How You Can Understand Business Here
