Mercury Mambo Releases Shopper Marketing Study Addressing Spanish Consumer Segment – Study Reveals Insights Into Consumer Motivations and Retailer Preferences

Mercury Mambo Releases Shopper Marketing Study Addressing Spanish Consumer Segment – Study Reveals Insights Into Consumer Motivations and Retailer Preferences

Mercury Mambo, an Austin-based sales promotions and experiential marketing firm, proudly announced today the release of their Hispanic Shopper + Retailer Study. This initial study was designed to assess the effectiveness of Hispanic experiential and promotional marketing with the highly sought after Spanish consumer segment.

(Advertiser Talk) 29-Jan-2010 — Mercury Mambo, an Austin-based sales promotions and experiential marketing firm, proudly announced today the release of their Hispanic Shopper + Retailer Study. This initial study was designed to assess the effectiveness of Hispanic experiential and promotional marketing with the highly sought after Spanish consumer segment.

For the past six years, Mercury Mambo has been working closely with retailers executing sales promotions, sampling and retailtainment events The Hispanic Shopper + Retailer Study allows us the opportunity to better understand retailer’s needs and marry those with the needs of their Spanish speaking consumers to develop more impactful programs. Moving forward, we will be able to monitor trends affecting shopper behavior and help marketers stay ahead of them to increase their effectiveness. The inaugural study uncovered several key insights into the Spanish consumer segment:  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 Research for the Hispanic Shopper + Retailer Study was done by Mercury Mambo along with Hispanic marketing planning expert Adrienne Pulido and Dr. Sindy Chapa, Assistant Professor and Associate Director for the Center for the Study of Latino Media & Markets at Texas State University. The researchers utilized Mercury Mambo’s proprietary insights arm, HispaniPoll™, to conduct over 300 one-on-one surveys across seven markets: Los Angeles, New York, Miami, Chicago, Houston, Dallas and San Antonio.

The inaugural report is comprised of two convenience samples from high-density Hispanic areas in the seven markets. The samples were as follows:

 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. “For the past six years, Mercury Mambo has been working closely with retailers executing sales promotions, sampling and retailtainment events,” states Becky Arreaga, president of Mercury Mambo. “The Hispanic Shopper + Retailer Study allows us the opportunity to better understand retailer’s needs and marry those with the needs of their Spanish speaking consumers to develop more impactful programs. Moving forward, we will be able to monitor trends affecting shopper behavior and help marketers stay ahead of them to increase their effectiveness.”

Mercury Mambo HispaniPoll™

Untilizing Mercury Mambo’s proprietary network of bilingual brand ambassadors and local market experts, HispaniPoll™ allows marketers to gather field intelligence in a quicker more cost-effective manner than traditional research studies. HispaniPoll™ teams are trained to conduct everything from store audits to consumer and trade surveys to creative spot checks.

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, the 2009 Hispanic Shopper + Retailer Study, and/or Mercury Mambo HispaniPoll™, please visit them online at www.mercurymambo.com.

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