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Tower Gives a 'Grito' for Hispanic Heritage Month

27 Sep, 2005 By: Angelique Flores

It's Hispanic Heritage Month, and Tower Records and Video is celebrating with its biggest promotional sale of Latino DVDs and CDs.

Tower is dedicating all its marketing efforts during September to the promotion, said Monica Ricardez, Tower's national Latin product director.

The chain has put all Latino DVDs and CDs on sale in the California areas of Los Angeles, San Francisco, Orange County and Sacramento, as well as in Dallas and New York. The promotion, which lasts through the end of the month, is getting a considerable push in radio, TV and print advertising, Ricardez said. The company's Web site also is advertising 15 percent off Latino product through Oct. 10, and the chain is tying in online coupons at all stores and off-site events to El Grito month, Ricardez added.

In the past, Tower has had regional promotions on Latino CDs. In May, the chain for the first time incorporated DVDs into a promotion. That sale was held only in Los Angeles and Orange County and was timed to correspond with Cinco de Mayo and Mexican Mother's Day (May 10).

“This year is the first year we concentrated all our marketing efforts to this extent,” Ricardez said.

With the mounting number of Latino videos in stock, it made sense for Tower to step up its promotional efforts.

“Our Latin business has certainly increased over the years,” Ricardez said. “The depth of our catalog is very diverse. We haven't seen this type of catalog in many other retailers. It's necessary and logical for us to [expand] the promotion.”

Tower also is hosting its first in-store appearance of a nonmusical Latino artist Oct. 1. Telenovela actor Eduardo Santamarina (“Rubi”) and film actor Jesus Ochoa (Man on Fire, Nicotina), both from Mexico, will be signing DVDs in the Tower store in West Covina, Calif.

Tower Records is tying in the in-store appearance with the Orange County Latino Film Festival, which the retailer is sponsoring — its first sponsorship of an event of this kind. Santamarina and Ochoa are starring in Vanguard Cinema's La Sombra del Sahuaro, which is among the films in the festival's lineup and which will street on DVD Sept. 27.

“The more involved we get in our stores with this product, the more we'll be able to support video events and promotions,” Ricardez said.

She said Tower has been successful with in-store events of Latino musicians and hopes this appearance will open doors for other actors to promote videos at the chain's stores. The next nonmusical Latino promotion in the works is an in-store appearance of characters from “Plaza Sesamo” to promote the show's new DVDs.

“We have the product, we're supporting the product, and it's important to get the word out there,” Ricardez said.

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