A new survey just out by the Advertising Research Foundation revealed that “in-person events” can increase purchase intent as high as 52 percent! The study defined “in-person events” as brand-sponsored events including sports championships, walk-a-thons and theme parks. While these “brand experiences” drove purchase intention from 11 percent to 52 percent among consumers, researchers indicated that such purchase intent translated directly to sales about 50% of the time. William Cook, an ARF bigwig, proclaimed in amazement. “We used two research firms and three different analysis and it all ended up at the same place: experiential marketing works.”

Well, that’s something we’ve known here at Mercury Mambo for quite some time. And we’ll go even one step further and proclaim that our “in-person events” can raise purchase intent to levels in the 60, 70 and even 80 percent ranges as was evident in our recent 2007 Dr Pepper Sampling program targeted to Hispanic consumers in Houston, Dallas, Chicago, Los Angeles and Phoenix. Although I don’t have an exact conversion rate, we did see entire pallets of product disappear during the course of a 2-hour event in Los Angeles!

Our secret? We realize that event marketing, unlike any other marketing element, has the power to walk that consumer through the ENTIRE purchase funnel in one encounter. Events can definitely create Awareness, encourage Consideration, reinforce Preference, motivate Purchase and finally instill Retention.

We believe it really goes beyond having the right product with the right message at the right time. Our goal is to extend that experience beyond that one encounter. To make a positive and meaningful impact! And that not only drives purchases, it creates fans.

Family is her top priority.

Family is numero uno. Everything she does, she does for them. For her, the sign of success is a happy family. Things that are important include: children having a better life then they did, protecting children from bad things and making sure that children are always happy.

She’s stressed!

Mom’s have an important role in Hispanic households. They are the planners and social chairs of their family. Time is a huge factor, she’s juggling kids, sometimes work, language difficulties, and balancing two worlds for herself and her kids.

She faces the biggest information gaps.

Because of language, cultural and social barriers, unacculturated Hispanic moms often lack information on things such as health care, finances, and how the U.S. education system works

She values expert opinions.

A recent study indicated that the top 3 factors considered when choosing a brand for their family were:  doctor recommendations,  companies spoke to them as moms in their marketing messaging (but not necessarily Hispanic moms) and that they gave back to the community.

Moms rule!

The Hispanic family dynamics are such that moms are not only the shopping gatekeepers but also the information gatekeepers.  Husbands lean on them for their opinions on purchases. Kids do influence the purchasing decision but know that moms make the final decision.

Unlike their Anglo counterparts, Hispanics are in no hurry to get in and get out of a grocery store.

A recent study released by TNS entitled the Hispanic Shopper 360 Study confirmed what most retailers in Hispanic communities already know – for Hispanics, shopping is an experience, not a sport. Unlike their Anglo-counterparts, Hispanics are in no hurry to get in and get out. As a matter of fact, only 16 percent of Hispanics felt speed was important, compared to 39 percent of non-Hispanic shoppers.

For marketers and retailers alike, this is good to know since Hispanics visit their area retailers on average 26 times a month, that’s 3 times more often than their general market counterparts!

Some general reasons for this shopping behavior include:

• Hispanics tend to shop larger numbers, in other words with family members in tow
• Although Hispanic shoppers are much more likely to know which brands of products they are going to buy before shopping, they are also more likely to be influenced by in-store price reductions and in-store ads. In other words, they are actively paying attention to what’s happening in the store.
• Hispanics frequent stores they find trustworthy. Like all of us, Hispanic shoppers want to feel comfortable and welcome.

A few recommendations for brands:

• Make your merchandising efforts matter – to both your consumer and your retailer, help create a welcome and exciting environment through relevant and unique POP that pops!
• Use retailtainment events, sampling opportunities & in-store demos to initiate a conversation with Hispanic consumers. Make a personal connection. Give them something to talk about.

And finally, work with your retail partners to come up with new branding opportunities that actually encourage browsing and spending more time at retail. Maybe it’s branded benches or tables, childcare areas, lost & found kiosks that double as displays. Be creative. Remember, it’s an experience, not a sport.