Blog: En La Esquina
There is a great 2MM+ Hispanic grocer. I find their focus for this month quite fun: "Mes de la Carne" or "month of meat." Obviously, Latino consumers love their meats and over-index on the category, particularly some specialty cuts and organs. But perhaps what was more interesting as I walked down the meat aisle was the number of sweepstakes displays (enter to win) I saw in store. One was for Mission Foods, where you enter to win a fridge, and the other display was for a $25 gift card. Do Latinos like sweepstakes? I would think so, the ballot boxes were full and, in one display, there were no entry forms left!
What made both of these sweepstakes displays special was the believability factor, or as they say, "ver para creer" (seeing is believing). Why do I say that? The Mission Foods display had the ACTUAL FRIDGE as part of the display. The gift certificate display could not hold an actual certificate, but you know what it had, instead? There was a picture of each of the previous week’s winners (3 total), a convincing tactic and a driver to participate and, ultimately, draw more attention to the display.
So, lesson learned in Hispanic shopper marketing– make the sweepstakes tangible and believable to encourage participation.
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