Nancy Tellet, director of media services at Siboney USA, announced at a recent industry conference that she had undertaken several successful direct response print ad campaigns. “The cost per inquiry is very low and the client's conversion rates are very high.” Tellet emphasized the importance of positioning and size in capturing readers' attention. Several Hispanic ad agencies have launched direct response campaigns. The insurance sector has been especially active in direct mail, DRTV and outbound telemarketing. Del Rivero Mesianu (OMD Latino) who manages the State Farm account, La Agencia de Orci who works for Allstate, and Lopez Negrete (Geico) have all launched large direct mail campaigns targeting the Hispanic market.
