http://www.hispanictips.com Essential Hispanic & Latino News :: Relevant, Trusted, Comprehensive and Useful Wed, 25 Nov 2009 23:04:57 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 http://www.hispanictips.com/2009/06/11/mercury-mambo%e2%80%99s-2009-hispanic-shopper-retailer-study/ http://www.hispanictips.com/2009/06/11/mercury-mambo%e2%80%99s-2009-hispanic-shopper-retailer-study/#comments Thu, 11 Jun 2009 15:41:39 +0000 Tomas http://www.hispanictips.com/?p=54062 "With ten years experience working with Hispanic retailers and consumers across the country, Mercury Mambo has gained invaluable insight and knowledge of this important segment. During this time, we realized that the Spanish-speaking consumer segment and those retailers located in high Hispanic neighborhoods are often under-represented in existing research studies. The 2009 Hispanic Shopper + Retailer Study is designed to fill this void and provide marketers with on-going insights and a better understanding of these unique consumer and retailer segments.

The 2009 Study takes a deep dive into the effectiveness of Hispanic experiential and promotional marketing. Our goal was to gain an understanding of key motivators from both a retailer and consumer standpoint that influence purchase in today’s economy.

The Study is comprised of two convenience samples in high-density, Hispanic neighborhoods:

* Spanish dominant (72%) and Bilingual (28%) Hispanics: intercepted at malls, shopping centers, special events and other high traffic areas
* Retailers: interviewed face-to-face, a combination of large chain, independent and small store managers selected from Mercury Mambo’s Hispanic Retailer Database.

Mercury Mambo utilized our proprietary arm, HispaniPoll™ to conduct over 300 one-on-one surveys across seven markets: Los Angeles, New York, Miami, Chicago, Houston, Dallas and San Antonio.

KEY FINDINGS:

* 78% of consumers purchased a featured product after having participated in both a price promotion and store event
* 1/3 of consumers surveyed say they are participating in more promotions and events
* 72% of Retailers felt that store promotions with entertainment were very effective in reaching their consumer base

OBSERVATIONS:

* As a result of the difficult economy, Hispanics are buying generic, using coupons/offers/sampling, using discount stores and waiting to buy.
* Both Consumers and Retailers are generally aligned in regards to the most appealing promotions and events

Other topics explored in this inaugural report include:

* Effectiveness of different types of face-to-face brand engagements (live branding events, promotions, sampling, etc)
* Effectiveness of various types of retailer merchandising & promotions (couponing, displays, signage, sweepstakes, etc)
* Effectiveness of online promotional activities
* Social aspect & dynamics of branded events, implications for WOM
* Retailer assessments of promotional & event outcomes: awareness, interest, image, & sales
* Retailer assessments of past promotions conducted in their stores
* Retailer willingness to provide measurement data during promotional period
* Brands & categories recognized for experiential & promotional marketing
* Recession & value seeking

If you'd like to learn more about the study and its results, contact Liz Arreaga at 512-447-4440 xt 122." HispanicTips is Essential Hispanic & Latino News & Information
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My readers say it best: "love it," "addictive,""useful," "great," & "invaluable." - View quotes & testimonials]]> http://js-kit.com/rss/www.hispanictips.com/p=54062 0 http://www.hispanictips.com/2008/11/06/mercury-mambo-and-anheuser-busch-do-the-texas-two-step/ http://www.hispanictips.com/2008/11/06/mercury-mambo-and-anheuser-busch-do-the-texas-two-step/#comments Thu, 06 Nov 2008 16:43:00 +0000 Tomas http://www.hispanictips.com/2008/11/06/mercury-mambo-and-anheuser-busch-do-the-texas-two-step/ "Mercury Mambo (www.mercurymambo.com), an Austin-based experiential marketing, sales promotion, and branding agency that delivers targeted marketing strategies for some of the most recognized brands on the planet, is taking their knowledge of the Texas market to the stage and on-tour with Anheuser-Busch.

Anheuser-Busch is taking ownership of Texas country music and has asked Mercury Mambo to assist them in achieving this goal. Based on their successful promotional campaigns for Budweiser, Bud-Light and Ziegenbock brands in Texas, Anheuser-Busch is looking to Mercury Mambo to work their mambo magic .

“We are thrilled to be working with Anheuser-Busch and their family of brands on their Texas initiatives,” commented Mercury Mambo President Becky Arreaga. “Our passion and our expertise lie in creating relevant experiences that connect brands and consumers. Music, especially here in Texas, provides a powerful bridge to create memorable impressions.”

Mercury Mambo has created the look and feel for the main elements of the beer manufacturer’s newest campaign which includes sponsorship of well-loved Texas country music stars, such as Kevin Fowler, Randy Rogers Band, Candy Coburn, Reckless Kelly, Eli Young Band, and Cross Canadian Ragweed; and culminates with Ziegfest, an annual country music festival held in Lake Bryan, Houston and Corpus Christi, Texas.

For the campaign’s premiums and advertisements, Mercury Mambo took Texas iconography from the three brands and fused them with Texas country music to create branded guitars. The guitars were used as dealer loaders at retail locations and then given to the sponsored artists to play on stage. Furthering the campaign, Mercury Mambo worked with Anheuser-Busch on the branded “Best in Texas Music” CD by bringing a true Texan feel to the CD packaging. Finally, Mambo set the mood for the Ziegfest logo and out-of-home advertising by merging the tradition of Ziegenbock, a true Texas beer, with the spirit of Texas Country music.

“I think we nailed execution for all the brands under the Anheuser-Busch portfolio for our Texas outreach. It is tough to get that true ‘red dirt Texan’ emotion onto design, but it’s obvious Mercury Mambo gets it and delivered it for us,” said Kevin Cargile, Geographic Marketing Manager for Anheuser-Busch.

In addition to the work for Anheuser-Busch, Mercury Mambo has worked with such well known clients as the Dr Pepper Snapple Group, Carl’s Jr., Diageo, AOL, and U.S. Cellular. Most recently, Mercury Mambo was named to Inc. Magazine’s 2008 Top 5000 list of fastest-growing privately held companies in the United States.


About Mercury Mambo

Mercury Mambo is the premier Hispanic event marketing, experiential marketing, sales promotion, and branding agency with a proven track record of delivering results for some of America’s most respected brands and products. Mercury Mambo creates memorable brand experiences by reaching consumers at the point where commerce and culture collide™. With Mambo flair and a focus on sustainable ROI of Hispanic sales, the agency delivers local and national Hispanic market expertise. Using their own team of highly trained, bilingual ambassadors across the country, Mercury Mambo is able to bring brand messages to life and motivate Hispanic consumers to take action.

For more information about Mercury Mambo, please visit them online at http://www.mercurymambo.com" HispanicTips is Essential Hispanic & Latino News & Information
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My readers say it best: "love it," "addictive,""useful," "great," & "invaluable." - View quotes & testimonials]]> http://js-kit.com/rss/www.hispanictips.com/p=45579 0