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Multicultural Retailers: Q&A with Tracy Galindo of Jewel-Osco and Albertsons

With only two weeks left for the Multicultural Retail 360 Summit, we had the opportunity to have a one-on-one interview session with Tracy Galindo, Marketing Consultant at Jewel-Osco and Albertsons to learn more about her strategic multicultural retailers marketing and cross-cultural approach as well as to provide recommendations on how to get the most out of this year’s Summit.

Tracy is a passionate professional that enjoys embracing different cultures and languages through her work and lifestyle. She has been attending the Summit since its inception and we are so glad that we can share her perspective in multiculturalism and the MR360 Summit with you.



Nativa: What excites you the most about this year’s Summit?

Tracy Galindo: Between the Cultural Immersion tour that visits supermarkets in Hispanic, Middle Eastern and Filipino communities, a stellar lineup of speakers, and a Special Keynote from the always entertaining John Leguizamo, there’s certainly a lot to look forward to.  However, one of my favorite parts of the summit has always been seeing how much fun brands have with their exhibits, and their sponsorship as a whole.  Last year we tasted Tabasco-infused ice cream, immediately followed by a reception featuring the spiciest cocktails

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A Look inside Multicultural Retail 360 Summit 2016

The week of March 21st I had the opportunity to interview Don Longo, Editorial Director of Convenience Store News, CSNews for the Single Store Owner and Multicultural Retail 360. Our agency, Nativa, is proud to be a media sponsor for the Multicultural Retail 360 Summit for the third consecutive year. For the past three years Eric Diaz, Nativa’s co-founder and I have attended this summit to learn innovative multicultural marketing ideas and network with top leaders in the retail industry.

This Q&A with Don highlights why you should mark your calendars for the Summit this August.

Hispanic Retail

Multicultural Retail Summit 2012


Natasha (Nativa): Could you tell me a little bit about how the idea for Multicultural Retail 360 Summit came about?

Mr. Longo: We started this event 11 years ago but it was called “Hispanic Retail 360.” This was during the same time period that the US Census came out and shocked many Americans with the news that Hispanic population growth had caught up to and even surpassed that of the African American demographic. Many did not realize that the Hispanic population was projected to grow at a substantially higher rate than all other ethnic segments over the next

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Why we are Attending the Multicultural Retail 360 Summit 2015

We at Nativa are very excited to be part of the Multicultural Retail 360 Summit event and connect with the successful retail and advertising professionals that will attend. We are expecting there to be top-notch Hispanic marketing content with presentations delivered by key sponsors and leading multicultural professionals based on real case studies. Not only does this summit provide an opportunity to connect with industry experts but also to learn from important decision-makers that are essential to keep our business thriving.  We at Nativa are going with the mindset to learn important new strategies that we can implement for our clients and partners. Overall, we’re very excited to be part of this conference again, check out our wrap-up from of their most recent trips to this multicultural conference.

The Basics

Attending an industry conference or summit is one of the best things you can do for the future of your business or brand that you manage. The Multicultural Retail 360 Summit is the only conference focused on identifying and segmenting multicultural consumer strategies to help retailers and communications agencies implement the appropriate product mix and marketing messages to boost revenues and customer loyalty with these growing consumer groups. This program …

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Nativa’s Natasha Pongonis Joins 2014 TechCamp Global Event for Women Entrepreneurs

TechCampGlobal - Nativa Agency Co-owner, Natasha Pongonis, is currently forming part of a group of select businesswomen who are attending and training for two days in Cali, Colombia at the global TechCamp event, the first camp focused on women entrepreneurs.

According to the organization’s site, “TechCamp is a program under the U.S. State Department’s Civil Society 2.0 initiative launched by the former US Secretary of State Hillary Clinton that connects civil society organizations (CSOs) across the globe with new and emerging technology resources to solve real world challenges and build digital capacity.”
This event is incredibly important due to its focus on women entrepreneurs in the region, which directly affects Nativa’s interest, as well as influences our leadership and capabilities in the U.S. market.

“Unlike traditional conferences, TechCamps are highly interactive workshops. A majority of the conference is spent in small group discussion, allowing CSOs to drill down into their unique challenges and spend time with technology experts who can walk them through the application of tech solutions to these challenges.”
This exciting event and learning opportunity is all part of the WeAmericas: Women’s Entrepreneurship in the America’s initiative, which was launched by President Obama at the Summit of the Americas in …

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Social Media Week Miami Conference Wrap Up

I have been to bigger conferences in Miami, but Social Media Week Miami was indeed a great event. The event had a mix of different marketers and media professionals and not the regular group I usually see.  Seeing familiar faces is great don’t get me wrong, but its nice to meet new people, and truly network.

As there was not thousands of people to swim through, the nice part was that my business partner Natasha Pongonis and I were able to go deeper with folks and really get to know them. As such we had had a nice opportunity to chat with great people such as some very entrepreneurial trailblazers from Spain as well as the owner of a New York non-profit organization helping to fight obesity among children.

My session, The Untapped Opportunity with Hispanics and Social Media was well attended and I was glad to have an experienced panel with me. The De La Riva group brought two seasoned Hispanic marketers and it was very interesting having their insights in Hispanic market research for big brands across the US and Latin America.  Also, Jeannette Kaplun from Hispana Global was as amazing as ever, and gave the audience true …

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Nativa’s Co-Founders to Speak at the 2014 Social Media Week Miami Conference

smw-miamiFor the first time in Nativa’s history, co-founders Eric Diaz and Natasha Pongonis will speak at the popular Social Media Week Miami Conference, which will be held September 22-26, 2014 in the iconic city of Miami, Florida.

According to Social Media Week Miami’s website, the conference “provides the ideas, trends, insights and inspiration to help people and businesses understand how to achieve more in a hyper-connected world.”

This year, Eric’s session, The Untapped Opportunity With Hispanics and Social Media will focus on the struggles most brands are still experiencing and how businesses can best understand and capitalize on the fastest growing audience in the U.S.

Natasha will bring years of social media analytics and data measuring experience to her session, Social Analytics: The Key for Social ROI Success. Conference goers will learn how to leverage the wealth of social data now available through social media analytics tools to make better marketing and business decisions.

Natasha’s session starts at 4 pm on Thursday, September 25, and Eric’s at 3 pm on Friday, September 26.

Don’t miss this incredible conference. To register and get special pass deals for social Media Week Miami, please visit,



Nativa is …

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Hispanic Marketers Perspective: 2014 National Conference on Health Communication, Marketing and Media

Natasha Pongonis presenting at the 8th annual CDC National Conference on Health Communication.

My First CDC Conference

Last week I attended the 8th annual CDC National Conference on Health Communication, Marketing and Media. I was invited to represent Nativa about our work engaging influential Latina mommy bloggers about the importance of flu vaccination.  Specifically I was to discuss Nativa’s work in partnership with the HMA agency during the annual National Immunization Week (NIVW).

This year’s main topic for the CDC health communication conference was storytelling; how to create and deliver compelling stories while educating and informing the audience about Health topics and changing behavior. This particular theme, is perfectly aligned with our Latino blogger outreach strategy where each blogger is encouraged to tell a personal story related to the importance of flu immunization.

Natasha Pongonis, a featured guest on one of the CDC health panels.

Nativa Marketers Are No Rookies

Each year, the Nativa team attends several marketing/communications conferences and summits nationwide. This was my first experience at a conference organized by the CDC and I look forward to attending again next year!  Here, I had the opportunity to speak and exchange insights with government professionals that live and …

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Marketer’s Perspective: LATISM 2012 Conference

As mentioned in my recent post on the Hispanic Retail 360 Summit, marketers must often make tough decisions on which conferences to attend, given that there are time and budget constraints.  While LATISM 2012 was not the best conference I’ve been to, it still held its value.  The content was solid and the people that I met also made the trip worthwhile.

Houston Calling

Having never been to Houston, I was excited to visit Space City.  The conference definitely had that “big city” feel, as it was held at the Downtown Hyatt near many Houston attractions. My business partner and Social Media Spanish co-owner Natasha Pongonis joined me for the conference too, which allowed us to have internal meetings in our off time from the conference.

Social Media Spanish team at the Toyota red carpet opening for LATISM 2012

Social Media Spanish team at the Toyota red carpet opening for LATISM 2012.

And the Bloggers came out in Force!

LATISM is known for bringing out bloggers, and this year was no different.  Two out of three people I met was a blogger it seemed, which was great as I frequently work with bloggers and always enjoy connecting with a new one.  I specifically enjoyed connecting with Holdin’ Out for a Hero, …

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Looking Back at Hispanic Women’s Corporation Professional Development & Leadership Institute 2012

GM diversity team members hosted a special dinner during the Hispanic Women’s Conference to meet and mingle with local Phoenix media.

Great food and conversation set the tone for the events that transpired during Hispanic Heritage Month at the Hispanic Women’s Corporation (HWC) Professional Development & Leadership Institute.  Having mingled successfully in the previous few months,I was fortunate to attend a private dinner reception in Scottsdale the evening prior.

The dinner, hosted by General Motors’ diversity team members, brought together members of GM’s organization, Phoenix media and local players in the marketing and advertising field. Here, I had the opportunity to meet GM Diversity members and speak with the team and other key influencers in the community about the company’s initiatives regarding civic participation. I learned that GM Diversity has collaborated with members of the community to identify challenges and find solutions.

Pete Langenhorst, Alma Guajardo-Crossley and Linda Mazon Gutierrez posed for a quick picture during the conference.

The following day at Hispanic Women’s Corporation (HWC) Professional Development & Leadership Institute, speakers from GM’s Diversity team took the stage for a series of speeches and presentations that highlighted the organization’s efforts in promoting education for young Latinas. Alma Guajardo-Crossley, …

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