Diversify your campaigns to profit from Hispanic Direct Marketing
The article discusses how to diversify your direct response campaigns to tap into the growing U.S. Hispanic market - and why you should give Hispanic direct marketing a try...
Published in Direct Connect from Direct Avenue:
Call On Your Amigos!
By Tony Ricciardi, President, Listen Up Espanol
The direct marketing world has been streamlined for years through the use of infomercials targeted toward a predominantly Caucasian audience, but it has recently transitioned to include a more culturally diverse audience. As the American population and the way they consume media diversifies, the need to broaden direct marketing advertising channels to appropriately reach Americans of all backgrounds now includes the U.S. Hispanic population.
Most U.S. Hispanics are Spanish-speaking consumers who live in and are citizens of the United States. The quickly growing Hispanic population has brought upon the direct marketing world the need for a dynamic shift in the way it advertises to Americans. Advertisers should take the risk of translating advertisements across media and across languages, but are too often afraid to.
When diversifying your direct marketing campaigns, consider the following notes:
- It is important to understand general direct marketing trends. Interactive media is taking precedence. Advertisers who caught on to this trend are spending more on internet marketing and are realizing the benefit of engaging U.S. Hispanic consumers. Both the Spanish-speaking population and bilingual U.S. Hispanic population spend an inordinate amount of time on various media.
- Radio remains the most popular medium, as the Hispanic population often listens to the radio all day, on average 26-30 hours per week.
- Print media in both English and Spanish is still media that is specifically geared to the needs and concerns of individual minority communities.
- Spanish media can be far less costly.
The buying power of U.S. Hispanic consumers is constantly rising, alongside the market’s population size.
- Also, the buying power of U.S. Hispanics now exceeds $1 trillion.
- Lastly, the Hispanic consumer represents the greatest potential for sustained growth in the U.S. today. This market is the future as Hispanic youth age 15-29 years increased 54% while the white, Non-Hispanic population of the same age decreased 11%. Hispanic population is so heavily weighted toward the young and you should expect a prolonged trend of increased Hispanic influence in popular culture, the economy, and public life.
Kantar Media, a strategic advice and competitive intelligence analysis company, found that advertisers spent a total of $131.1 billion in total advertising.
Only 5 percent of this total amount was spent on Hispanic advertising, marking a $124 billion gap, according to Lili Gil, media contributor and co-founder and managing partner of XL Alliance. The cost to create your advertisements in Spanish in addition to English will be an upfront expense that quickly pays for itself. Marketing to Hispanics does not cost any more than marketing to any other segment, and the return on profit remains high. In other words, the market pays, and brand marketers are learning to take the risk.
Many marketing firms are gearing their efforts towards helping companies reel in the interests of the Hispanic community. A close look at the spending power of the U.S. Hispanic population showed that, on average, Hispanics spent more than $300 on purchases made through the mail, over the phone and online.To not effectively target and communicate with this market using both English- and Spanish-language media venues is to miss out on a large opportunity.
Clearly, the American population is no longer one-dimensional. The dynamic nature of the U.S. make-up means a constant need to adapt to changing environments to keep brands afloat. The ability to quickly adapt to a changing market will make your company both nimble and profitable.
Tony Ricciardi is the co-founder and President of Listen Up Espanol, the leading Spanish language call center for the U.S. Hispanic market. Operating in Portland, Maine, and with the call center in Hermosillo, Mexico, the company employs more than 800 native Spanish-speaking call agents and provides teleservices to reach the U.S. Hispanic market with optimum results. Tony can be reached at Website: Listen Up Espanol, E-Mail: Tony@listenupespanol.com Phone: (207) 774-1425
Craig Handleyis the founder and CEO of Listen Up Español, the leading Spanish language call center for the U.S. Hispanic market. Operating in Portland, Maine, and with the call center in Hermosillo, Mexico, and the company employs more than 800 native Spanish-speaking call agents and provides teleservices to reach the U.S. Hispanic market with optimum results. Craig can be reached at (207) 774-1425 or firstname.lastname@example.org. Website: Listen Up Espanol, E-Mail: email@example.com Phone: (207) 774-1425
Published in Direct Connect from Direct Avenue