MKTG Services Inc. (Newtown, PA) plans to launch a new insert program targeting the Hispanic market. The Valores de Correo (“Values by Mail”) program will reach 500,000 Hispanic households nationwide. The recipients' names come from the Compramos database of Hispanic direct mail and catalogue buyers. Buyers are 80% female and have household incomes of over US $40,000. The program costs US $45/M. The inclusion of insert media (blow-ins, package inserts and statement stuffers) gives marketers low-cost alternatives to direct mail.
Valores de Correo is unique in that it was created in response to a survey of insert media brokers conducted in October 2004. According to John Ahern, senior account executive of Insert Media at MKTG Services, “The brokers were asked eight questions to help determine their clients' ‘dream audience.' Overwhelmingly, it was the Hispanic market.” Demographics were also determined by the broker survey. Ahern recommends Valores de Correo for apparel/accessories, books, magazines, credit offers, music/videos/DVDs, fundraisers, gifts, insurance, and memberships.