Direct Marketing: El Premio de la Gente Bets on the Internet

El Premio de la Gente will not do a direct mail campaign this year to promote the drop of ballots for a national contest that asks fans to choose their favorite musicians in 14 different categories.

“Direct mail worked, but for us online is better,” said Robert Nieto, President of Greenhouse Marketing Group, which is mhandling the marketing of El Premio de la Gente.

In 2005 El Premio de la Gente used Carmen's Cupones as its direct mail partner for the 2005 drop of ballots. This year Greenhouse Marketing, a company that also markets the “Los Angeles Film Festival” and “Noches de Mariachi” will use TV, print advertising and event marketing to promote the voting and the event that usually takes place in the fourth quarter of every year (broadcast by Telemundo). The website www.votaelpremio.com will be heavily promoted. “We are getting responses from Ecuador, Chile and Colombia,” says Nieto. “The web is all over the world.”

Some categories of the show will be expanded to Latin America. Events will be broadcast out of Mexico City and Puerto Rico. Last year's sponsors of El Premio de la Gente included Chevrolet, Garnier, American Airlines and Dearden's Furniture stores.

Response Rates
In 2004, “El Premio de la Gente” used direct mail for the first time in its 6-year history. ADVO Shopwise dropped 2.4 million direct mail ballots containing special Target Store promotions. Carmen's Cupones dropped 2.5 million ballots. The overall response rate for the campaign was a high 1.25%. Response rates varied greatly from market to market – ranging from 1.81% in Chicago, IL, to 0.5% in Texas, based on figures released by Greenhouse Marketing Group and Portada® analysis (see “‘El Premio de la Gente' obtains high response rates that differ between markets,” page 23, Portada® No. 13, January 2005).

Different Responses

Market

Mailing Size

Responses (ballots cast)

Response rate

California

1,864,000

30,750

1.65%

Florida

673,000

9,225

1.37%

Texas

1,220,200

6,150

0.5%

Chicago, IL

338,000

6,150

1.81%

New York

427,500

3,075

0.72%

Other (Arizona, Nevada, New Jersey)

384,200

6,150

1.6%

Total

4,907,000

61,500

1.25%

Source: Portada® calculations using figures provided by Greenhouse Marketing Group.


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