Retail Advertising: What works and what doesn’t
As the holiday sales season approaches to its climactic end next Monday, it is an appropriate time to look into the present and future of Hispanic retail advertising. Michelle Azan, Advertising Sales Director of Terra, notes that Wal-Mart ran a holiday campaign over Terra Networks to promote in-store sales and the focal point was the sponsorship of a holiday gift guide with featured products.
Vince Andaloro, president and CEO of Latinpak, notes that Banco Popular door using a scratch-off offer to pull in consumers to branch McDonalds Door hanger offering weekly discounts on food products, a unique coupon for each week lasting several weeks, pulled amazing results.
Challenges: Diverse Audience…
One of the challenges and opportunities for Hispanic retail advertising lies precisely in Hispanic retail advertising resides in the diversity of the Hispanic audience. According to Alicia Morga, CEO of online Ad Network Consorte Media, “simply put, Hispanic retail online advertising needs to be more targeted, because the audience is so diverse. We've found that advertisers who try a one-size-fits-all approach with the Hispanic market are disappointed with the results. U.S. Hispanics want to see personalized, targeted marketing messages tailored to their unique needs, language and culture, from a 20-something Mexican-American interested in cars to a California homebuyer who prefers to shop for financial services in Spanish.”
Terra’s Michelle Azan notes that retailers have not committed to online Hispanic advertising anywhere close to how much they have committed to general market online advertising. The "testing" that has been done in the Hispanic online ad space does not
allow for sophisticated tracking, segmentation and ecommerce opportunities. To date, they still have very basic programs - display ads and sponsorships.”
…and more zoning, please
Asked whether Hispanic newspapers have been making progress in improving their zoning capabilities, Rachel Stayduhar, Media Analysis Supervisor of Los Angeles based American Media Communications Group, answers: “ No, retailers are demanding better targeting all the time, especially the mid-sized clients who don’t have the budget for full run buys, but the Hispanic newspapers (with a few exceptions) are still requesting full run distribution; that’s why in markets like LA, for instance, some advertisers use ADVO or the Pennysaver to reach the Hispanic consumer – they can target to the sub-zip.’
Stayduhar buys pre-prints for major accounts including PETCO, Longs Drug Stores, Michaels, JCPenneys and Aaron Bros.
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Related Article: Dec 10, 2007: Newspaper Services of America’s Hispanic Newspaper Business Grows 40% Annually
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