Harte Hanks is getting the first results on redemption rates for coupons inserted in its “Pensando en Ti” shopper (distributed to 1.1 million households in Southern California, launched last March, CPM US $10). According to Jorge Abrego, director of multicultural marketing at Harte Hanks, three advertisers, all of them Consumer Packaged Good Companies (CPGC), have shared their results with Harte Hanks. “It's a mixed bag. Coupon redemption rates range from as high as 1.9% to as low as 0.8%,” says Abrego. However, these results are not definitive. “Many of the coupons have a shelf life of up to four months and have not yet been redeemed.” Advertisers in “Pensando en Ti” include mainly local and regional retailers, as well as national CPGCs.
To get more insights into coupon redemption rates among Hispanics, Harte Hanks is raffling several $1,000 grocery shopping vouchers to “Pensando en Ti” recipients who respond to the offer. The response rate for this offer hovers between 1.5% and 2%.
He According to Abrego, the main factor affecting redemption rates is brand recognition. “A coupon will not work well with Hispanics if it is not a well known product.” Abrego also explains that Southern California has a disproportionately high number of recent immigrants, who usually have to go through a learning curve before they become coupon clippers.
See the Portada®September-October 2004 issue for a related story (“Are Hispanics coupon clippers?”)