Hispanic Marketing: Sony Creates Pop-up To Promote New Service - Event Marketer

Hispanic Marketing: Sony Creates Pop-up To Promote New Service

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Sony Electronics has opened a pop-up store in Montebello CA a largely Hispanic community. The company’s primary goal? Promoting a new Sony-created service that purports to take the hassle out of shipping gifts to recipients in Mexico.
 
“We want to give a concrete first-hand experience to the customer [explaining] what we are trying to accomplish with the service ” Pedro LaFarga a director for Sony Electronics told Buzz. “From our experience giving a real-world example and a touchpoint experience to the customer [will go] a long way toward deepening the understanding of the service.”
 
The 2 000-square-foot mall-based store which opened Nov. 21 and will close Jan. 7 is decorated in a holiday theme—with red walls a Christmas tree and stacks of wrapped gifts by the entrance to the store—and staffed with bilingual brand ambassadors. Inside consumers can test a variety of products from TVs to the PlayStation 2.
 
Sony’s Para Tu País (“For your country”) service connects consumers with a call center in Mexico as a way to help save customers some of the hassle and cost of shipping packages through customs to recipients south of the border. The pop-up store has a direct line to the call center. Agency: Alternative & Innovative Marketing Escondido CA.
 

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