Marketers integrate print and online channels to target Hispanics

With the number of Hispanics online increasing rapidly, direct marketers are finding that e-mail marketing can be an efficient and complementary tool to print advertising and direct mail campaigns.

“More and more print advertising campaigns include a url address,” says Liz Saracheck, executive director of sales for the US Hispanic market at Yahoo! in New York. “An increasing number of brands are very interested in connecting their print and online campaigns.” Saracheck says the “El Premio de la Gente” campaign (see “El Premio de la Gente obtains high response rates that differ between markets,” Portada® No. 13, January 2005) successfully combined print and online advertising. “El Premio de la Gente” ran ads on Yahoo en español and dropped 5,000,000 mail pieces referencing a Yahoo en español website where voters could cast their ballots online.

Multimedia campaigns, where all the media support each other, tend to have higher response rates. According to a 2004 study by the Aberdeen Group, consumers that purchase through multiple channels not only buy more, but are more profitable. “Most brands would like to integrate their media. All-encompassing campaigns are more symbiotic,” Saracheck concludes.

TodoBebé, producer of multimedia Spanish-language pregnancy and parenting content, also combines internet and direct mail marketing. TodoBebé recently partnered with shared-mail advertising company ADVO to distribute its new bilingual publication TodoBebé Direct. Todobebe.com is a Spanish-language parenting website with a monthly circulation of over half a million parenting e-newsletters. TodoBebé has attracted a number of national advertisers including Fisher-Price and Wal-Mart.

According to Vincent Andaloro, CEO of St. Louis based LatinPak, it makes sense to integrate e-mail and direct mail campaigns. The product or service offered in the ad determines the type of media to use: e-mail, FSIs, Door-to-Door, and/or direct mail with targeted databases. Andaloro adds that LatinPak often uses one of the above in conjunction with radio or TV advertising. LatinPak offers databases with matching e-mail accounts that enable marketers to send advertisements to customers through email, as well as direct mail. Latin Pak recently introduced two new proprietary e-mail databases containing over 1.3 million Hispanic names.

“LatinPak manages e-mail campaigns from design to execution. It depends on what the client requires, but on the average we rent our LatinPak exclusive e-mail database at a gross price of US $93.50 plus selects. If a client buys both e-mail and database lists the cost is less.”

MiVidaRica, a website targeting Hispanics owned by Lakeside Marketing, has partnered with direct mail company Carmen's Cupones to provide advertisers with direct mail and online channels. Two consumer packaged goods companies are expected to run campaigns that include the Carmen's Cupones co-op direct mail program and advertising on the Carmen's Cupones and MiVidaRica websites. In addition, samples and coupons will be distributed at Hispanic events later this year. One of the interested companies is also looking to test the MiVidaRica email file.

Automotive companies are also getting in on the action. Two competitive auto brands are looking to use multiple platforms in their offerings, including the Carmen's envelope, ads on both websites, and distribution of literature at events.

“In the general market, clients that interact with their customers through multiple channels such as postal mail, email and the web are rewarded with greater spending by targeted consumers and higher profitability,” says Jim Maloney, president of Lakeside Marketing LLC, publisher of MiVidaRica, a multi-channel direct marketing platform targeting Hispanic-American consumers through the Internet. “While there may be a scarcity of data in the Hispanic marketing space, the coupon research indicates that Hispanics are nearly twice as likely as non-Hispanics to redeem online coupons. Online Hispanics want more Spanish content, so providing these offers on bilingual sites will also boost response rates,” says Malone. MiVidaRica and Carmen's Cupones websites have visitors register in order to view web offers and coupons.

“When proper strategies are employed, the loyalty that builds over time ultimately increases campaign response rates, and augments the direct mail effort. Carmen's site is also promoted on the outside of the envelope leading consumers back to the web,” Malone says.

“Besides the website, the MiVidaRica brand will be present at Hispanic festivals in the U.S. later this year. At those events, we will distribute product samples, offers and coupons on behalf of Carmen's Cupones and MiVidaRica clients,” says Maloney.

Big box retailers

The integration of e-mail and direct mail advertising can be of particular use to the print-advertising intensive retail category. “More retailers are realizing the value of being online as a complement to their marketing campaigns. They can track who is viewing their ads and sell online,” says Yahoo's Liz Saracheck. Rite Aid advertises on Yahoo en español.

In the general markets, many retailers are looking to cross promote their Sunday circular FSI advertising on the Internet. It is only a matter of time before the same thing happens in the Hispanic market. Online coupons targeting Hispanics have not really taken off yet. “There is a lot of potential in online coupons,” says Saracheck. “More and more Hispanics are realizing that a large part of their life can be managed online – from retail sales to health and personal finances.” Latin Pak's Vince Andaloro adds that big box retailers need more and better ways to promote weekly specials, seasonal and holiday sales that drive traffic to their stores.

Another advantage of this synergy between online and direct marketing is the ability to reach the distinct demographics that exist within the Hispanic market. Spanish-dominant Hispanics, who generally have less earning power and limited access to the Internet, make them ideal candidates for direct mail campaigns. English-dominant and bilingual Hispanics tend to be more web savvy and can be more easily reached through e-mail marketing.

Destacado: “In the general market, retailers are looking to cross promote their Sunday circular FSI advertising on the Internet. It's only a matter of time before the same thing happens in the Hispanic market.”


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Editorial Staff @portada_online

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