Experiential is Best for Driving Sales & WOM among Hispanic Consumers.

A new study conducted by Jack Morton Latino demonstrates 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.”

For more information at http://www.jackmorton.com