New Research Shows Experiential Is Best for Driving Sales and WOM Among Hispanic Consumers

A new study conducted by Jack Morton Latino, a specialized practice within global experiential marketing agency Jack Morton Worldwide, provides fresh proof of the value of live events for marketers trying to reach US Hispanics, the nation’s fastest-growing demographic.
The study demonstrates, among other things, that:

– Live brand events are the most effective medium for driving purchase
among Hispanic consumers.
– Live brand events are the most effective method for creating word of
mouth (WOM), an important finding considering that 68% of Hispanics
surveyed interact with 3-10 family members per week.
– Hispanic consumers value brands’ ability to be engaging, relevant
and explain what they stand for — all qualities that they perceived to
be best achieved through live brand events.

The study surveyed 500 acculturated Hispanic consumers, 66% residing in New York, California, Florida and Texas — areas with the highest Hispanic concentrations in the country. The US Hispanic population is currently 45.5 million; Hispanics account for more than half of overall US population growth in this decade.
“Jack Morton Latino’s research gives marketers real insight into how to best reach Hispanic consumers and what messages they are seeking,” says Luis Montero, Director of Jack Morton Latino and Managing Director of Jack Morton’s LA office. “It’s clear that experiential should be at the core of marketing strategy for every brand seeking to engage Hispanic stakeholders.”
An executive summary of the study is available online at jackmorton.com.
Jack Morton Latino creates experiential marketing programs that speak to the cultures, values and desires of Hispanic audiences. Tomorrow’s most successful companies will foster exchange with the Hispanic market by respecting its pride, language, heritage and unique bicultural perspective. As a specialized practice within leading global agency Jack Morton Worldwide, Jack Morton Latino combines the understanding of an experienced bicultural team with the reach and resources of a blue-chip agency. Jack Morton has a staff of 600 employees throughout the United States, Europe and Asia-Pacific, and is part of the Interpublic Group of Companies, Inc”

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