Making Direct Marketing Work to Reach Hispanics

The DMA did the survey with outsourcing company PSA and Hispanic agency Zubi Advertising. An online questionnaire was completed by 105 direct marketers in late 2008.
In an analysis of the results, PSA cautioned that a bilingual piece works best if the recipients' preferred language is unknown. And for a bilingual program, it's better to translate from Spanish to English, rather than the other way around. Written Spanish takes about 25% more space, so cramming a Spanish-language piece into a format created for the general market sacrifices response.
A neutral or colloquialism-free form of Spanish should be used, and Zubi said telephone marketing may not be a cost-efficient channel due to higher cost per call because Hispanics tend to chat more.
PSA also recommends that direct marketers identify their audiences' ethnicity and level of acculturation. That often doesn't matter with mass media such as TV or radio, but a mailed credit-card offer, for example, is more effective if the offer, language and creative are in line with the recipient's level of acculturation.
About one-third (35%) of those surveyed said internet marketing increased their response rates among Hispanics, but 25% said they didn't find it an effective channel. Half of those surveyed said search-engine marketing is effective, while 23% said it isn't.
According to Zubi, the growing reach and low cost per contact of Spanish-keyword search should make it part of Hispanic media plans.
Retated Articles: Hispanic Marketing Trends

Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media. Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media. 


Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico has updated its branding for the first time in about 25 years. A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.


JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

The term 'Shopper Marketing' has been around for some time, but there's still not as much attention focused on "shoppers" as there is on "consumers", which could mean a missed growth opportunity. We talked about Shopper Marketing to JC Penney's Ana Lucía Soto, MillerCoors' Turiya Luzadder, Wilson's Ángel Carmona, and Oath's Maya Abinakad and Denise Brien.