“El Premio de la Gente” renewed Carmen's Cupones as its direct mail partner for the 2005 drop of ballots for a national contest that asks fans to choose their favorite musicians in 14 different categories. “We are currently negotiating with other direct mail companies, but cannot really announce anything officially,” said Robert Nieto, president of Greenhouse Marketing Group, the Los Angeles based marketer of “El Premio de la Gente.” 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).


Portada Staff

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