One example is August's Gran Expo Hogarama, a one-month in-store promotion in Los Angeles culminating in a daylong street party expected to draw more than 20,000 Hispanic consumers.
The second annual expo is being produced by Hogarama, JSA Publishing's fast-growing Spanish-language quarterly national wom-en's magazine, and two regional supermarket chains. Also involved is a long list of major marketers that say Gran Expo Hogarama fulfills the need for local promotions that get results at the retail level.
LOCAL EVENTS CRUCIAL
"It's essential to market to Hispanics through local events, so we use local funds for these promotions anytime we see a direct connection to the retail level," said Jim Stevenson, an account manager for Reynolds Metal Co., which is making its second appearance at Gran Expo Hogarama, touting Reynolds aluminum foil and plastic wrap.
The party that marks the climax of the promotion is slated for Aug. 24 at Los Angeles' Olvera Street. That free event will feature family-oriented entertainment as well as product demonstrations and sampling, along with health, beauty and fashion presentations.
The in-store promotion began late last month in Ralphs and Food 4 Less stores, backed by a targeted direct mail campaign and in-store product demonstrations.
Sponsors' products are being heavily emphasized through in-store point-of-purchase displays and promotions, and in a Spanish-language local radio and print campaign from Hogarama.
Sponsorship prices vary by level of participation, said a Hogarama spokeswoman.
Among new sponsors are Chrysler Corp.'s Dodge, CPC International's Best Foods mayonnaise, Nestle, Ben & Jerry's ice cream, Quaker Oats Co.'s Cap'n Crunch and Tropicana. Returning sponsors include Reynolds, Dole pineapple juice and CPC's Mazola corn oil.