Colombian-American couple Gary and Valerie Berman, who have spent 20 years studying the Hispanic market in the United States, will speak to industry members about their knowledge of Hispanics’ leisure preferences and outline the best ways to market to this growing demographic at “Outlook 2009: We’ve Got Heart!”
The Outlook event will kick off the 46th Annual National RV Trade Show Dec. 2 in the Kentucky Exposition Center’s (KEC) South Wing C Mezzanine Ballroom. A free breakfast will be served at 6:30 a.m.
The Bermans, owners of Market Segment Research in Coral Gables, Fla., will outline the essential first steps to reaching the upwardly-mobile, family-friendly Hispanic consumer. They will also explain their “Abrazo’ Method to Embracing the Hispanic Market,” which outlines the “cultural hot buttons” marketers need to know to attract customers with this heritage.
Hosted by RVIA Chairman of the Board Jim Sheldon, Outlook 2009 will also feature “Straight From the Heart,” RVIA President Richard Coon’s insights on the industry and where it is headed. Other presentations include:
Washington Times Deputy Editorial Page Editor Tara Wall, whose political commentary was prominently featured on CNN during its extensive Nov. 4 election coverage, will speak about what the Obama presidency means to the RV industry.
• Go RVing Coalition Co-Chairmen Don Walter of Starcraft RV and Tom Stinnett of Tom Stinnett RV Freedom Center will be joined by RVIA Chief Marketing Officer Gary LaBella to examine how the national advertising campaign is positioning the industry to grow as the economy improves.
• RVIA Public Relations Committee Chairman B.J. Thompson and LaBella will highlight the year’s publicity successes and strategies for continued growth.