Los Angeles - With the rapid growth in the number of
companies targeting the U.S. Hispanic market, so too are the
ways in which they are impacting and influencing the
Hispanic consumer. More and more marketers are going beyond
general advertising and exploring emerging channels to
directly attract the Hispanic consumer in the community and
at retail. In order to effectively engage the Hispanic
consumer, however, and make sure the dollars are hard at
work, marketers are increasingly finding the need to take
their knowledge of the marketplace to a new dimension.
Enter The Hispanic Market Immersion Tour. This new forum is
tapping a real need by taking the learning out of the
conference room and into the community. On this three-day
personalized tour, marketers interface with Hispanic
entrepreneurs, watch consumers make purchases, talk to
Hispanic consumers, meet with the Hispanic media, get a tour
of a major Hispanic festival and eat authentic foods within
the community.
According to Annette Monagas, a principal of AIM
–Alternative & Innovative Marketing, a Hispanic marketing
and promotions agency and one of two entities that has
organized this first-ever comprehensive immersion tour of
the market, “In order to be able to better formulate
successful marketing strategies, it is necessary to
experience firsthand what the environment looks like and
what makes the consumer respond.”
And The Hispanic Market Immersion Tour provides for just
that and more. In addition to taking participants to
experience shopping centers, retail establishments and
festivals in key Hispanic-dense locations, a critical tour
component called On-Site Insights™
is employed in order to turn these viewed experiences into
learnings that will ultimately be applicable to the
formation of strategic marketing approaches.
“We developed On-Site Insights™
so that our tour participants get immediate feedback while
they are experiencing the market. They walk away with a deep
understanding of the Hispanic consumer’s world -- including
a better understanding of family attitudes, values and
purchase behaviors -- and how this applies to their specific
business,” remarks Shelly Lipton, a Hispanic-marketing
veteran and president of Community Direct, a co-organizer of
the Immersion Tour.
In addition to being the first-ever comprehensive Hispanic
market tour, with its proprietary On-Site Insights™
component, a real differentiating factor is the fact that a
team of seasoned Hispanic marketing professionals accompany
the tour every step of the way. The Hispanic Market
Immersion Tour also includes related workshops that
synthesize learning, interactive sessions that uncover
go-to-market approaches, and complimentary geo-demographic
mapping from Geoscape International that summarizes the key
market and retail site characteristics of the Tour.
“We have gone to great lengths to make the tour fully
comprehensive. And it will have as much value and prove to
be just as much of an eye opener for the manager who has
already pulled off a few Hispanic events as it will have for
the brand manager who is just entering the market,” adds
Jeff Symon, Hispanic marketing and promotions expert and
president of AIM. “There’s always something to be learned
for marketers at any level when your classroom is the
ever-evolving Hispanic community,” he added.
The Hispanic Market Immersion Tour will take place on
September 10-12, 2004, in Los Angeles, the number one
Hispanic market, with future tours planned in other top
markets later in the year. For more information, call
1-800-684-4144 or visit
www.hispanicimmersion.com.
Contact:
Bronna Lipton 212-996-8222