Our client, a Hispanic advertising agency, wanted to assess the impact of a marketing campaign they implemented for a prominent West Coast concert hall on awareness, perception of, and actual attendance among Hispanics in a specific, local market.
We conducted this study in two waves, one pre and one post the launch of the marketing campaign. The target for the campaign, and thus our research, were Hispanics across all linguistic and acculturation segments, as long as they fell “in the category” for events like the ones at this particular venue by having attended at least one a live concert, dance or theatrical performance, museum or museum event, or film festival in the past year. The survey was offered in English or Spanish, depending on the respondent’s language of preference.
The data found that the marketing campaign our client implemented had an important impact on awareness and perception of the venue, particularly among the core target for this campaign – Hispanics with a lower income who are traditionally less likely to attend these events.
Among that segment of consumers, the research identified higher actual attendance to the venue, an increased likelihood to attend the venue in the future, and an increase in the perception that events at this venue are “for people like them” compared to a year prior.