Dish Latino, the Hispanic-targeted offer by Dish Network, has been growing steadily in the past few years, growing its advertising and marketing spend "substantially, in double digits," says Alfredo Rodriguez, VP of marketing at DISH.
Rodriguez, a former Molson Coor's marketing executive -and relatively new entrant to the pay TV industry, was a keynote speaker at this year's year's Hispanic TV Summit in New York City, now in its Tenth edition.
Rodriguez declined to provide specific dollar figures, but Dish has steadily increased its marketing spend and is now the second-largest advertiser in Hispanic media, after Procter & Gamble, according to Advertising Age's 2012 Hispanic Fact-Pack. "Advertising in the multicultural space is crucial, and we allocate our expenditures in a very measurable way: net subscriber growth," said Rodriguez.
Indeed, along with growth in advertising spend, Dish has seen net subscriber growth for its Latino packages; so much so that it is currently the only multichannel Hispanic-targeted package to be growing.
As part of its marketing message, Dish emphasizes a connection to home, and pitches its Latino service as something of "convenience" to users: The message "me conviene" is to get users to sign up, and once they do, the message is "Tomaste la decisión correcta" (You made the right decision, se video below.)
"Subscriber churn (defections) has been reduced to levels not seen since 2007," said Rodriguez, who hinted at the possibility to offer a triple-play package down the road, a feature which is currently not offered by satellite providers. "We have acquired the technology that will make it possible in the near future," said Rodriguez, although he did not elaborate on the specifics.
Dish Latino, which offers Hispanics a mix of channels starting at $22.95 per month, works with several agencies to tackle all sides of marketing the business; from Miami-based Bonsai, which works on creative to Media 8 and Marca working on retention.