According to Evanghela Hidalgo, president and general manager of marketing and distributing company Applica, Hispanics use blenders three times a day and over-index in “kitchen aficionados, those who love to cook and see cooking as a way to delight the family."
Hidalgo says that approximately 40% of Applica’s $1 billion in annual sales are to Hispanics and Latin Americans. But the company wants to increase that ratio even more with a campaign that will start in July and increase spending toward the fall.
For the U.S market, including U.S. Hispanic, Applica buys its media in-house through a team led by director of strategic marketing Sherianne James. Approximately 60% of its $15 million U.S. advertising budget goes into Infomercials. The company is currently looking for a specialized agency to produce the infomercials and has narrowed down its pool of candidates to two.
Applica’s Hispanic campaign will be mostly direct response oriented (its brands like George Foreman and Black & Decker have a high name recognition among Latin Americans and U.S. Hispanics).
TV spots will be created by the soon-to-be infomercial Agency. The infomercial agency will also conduct a CRM program, with heavy usage of direct mail and e-mail. According to Evanghela Hidalgo, direct mail (both co-op and solo mail) has proven particularly suitable to explain features of a product and its innovative aspects.
Applica will also buy media in Hispanic cooking magazines, as well as in Hispanic newspapers in selected markets. Online media purchases will be at large Hispanic portals. In addition, Applica will host an online cooking contest.
Latin American media is bought by Grey in Miami, while Burson Marsteller conducts the company’s public relations efforts.
Applica is based in Miramar, FL, and is a marketer and distributor of a broad range of small household appliances like LitterMaid, INfraWave, Gizmo and Lids Off – and licensed brand names – Black& Decker and Space Maker. At the end of 2007 it joined with Salton Inc and added to its portfolio brands like George Foreman, Farberware, Breadman and Juiceman.