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LOS ANGELES - Marketers from several consumer packaged goods companies are among those engaging in the Ultimate Hispanic Market Immersion Tour in Los Angeles this weekend, a new forum that takes the learning out of the conference room and into the community. Among the planned stops are three Hispanic supermarkets -- Food 4 Less, El Super, and Superior Warehouse -- in which tour-goers will observe merchandising, product mix, and pricing.
The three-day personalized tour, which kicks off today, lets 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 known as Fiestas Patrias, and eat authentic foods within the community.
"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," said Annette Monagas, a principal of AIM - Alternative & Innovative Marketing, a Hispanic marketing and promotions agency and one of two entities that has organized what it bills as the first-ever comprehensive immersion tour of the market.
In addition to taking participants to shopping centers, retailers, and festivals in key Hispanic-dense locations, a tour component called On-Site Insights will be 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," said Shelly Lipton, president of Community Direct, a co-organizer of the Immersion Tour.
The Ultimate Hispanic Market Immersion Tour also includes related workshops, interactive sessions, and complimentary geo-demographic mapping from Geoscape International that summarizes the key market and retail site characteristics of the tour.
Future Ultimate Hispanic Market Immersion Tours are being planned for other top markets later in the year. For more information, call 1-800-684-4144 or visit www.hispanicimmersion.com.