Vassarette® Intimates Reaches Out to Latinas With Carmens Cupones Direct Mail Program
Vassarette® Intimates, for the first time in the companys history, is reaching out directly to the Latina female with their Vassarette brand, reaching 2.5 million Hispanic households this September through Carmens Cupones y Consejos® (Carmen's Coupons, Tips and Advice). We can deliver to nationwide consumers for three and a half cents per home." says Shayne Walters, Founder and President.
Aliso Viejo, CA, Thursday August 5, 2004- Carmen only wears Vassarette® brand intimate apparel! Vassarette Intimates, for the first time in the companys history, is reaching out directly to the Latina female with their Vassarette® brand, reaching 2.5 million Hispanic households this September through Carmens Cupones y Consejos® (Carmen's Coupons, Tips and Advice).
Vassarette Intimates is a division of Vanity Fair Corporation, one of the worlds leading apparel companies and a leader in branded apparel including jeanswear, intimate apparel, sportswear, outdoor products and workwear. Carmens, part of Walters Media Group, Inc., a certified minority business enterprise, is the largest Hispanic co-op direct mail program in the United States; a segmented co-op direct mail program addressed to highly acculturated Hispanic females, the decision maker in the Hispanic household.
The Carmens program offers advertisers a unique opportunity to communicate directly with US Hispanic households, the largest growing minority segment of the population. It reaches 2.5 million Hispanic homes each quarter in 7 states and in the top 12 US Hispanic markets. It arrives in an attractive 6"x9" flat oversized envelope with advertisements in both English and Spanish, although bilingual ads are recommended.
The Vassarette® brand has committed to all 2.5 million envelopes for the September mailer which will arrive in time for Back to School and in celebration of Hispanic Heritage month. The Vassarette Ad will be featured on the outer envelope of all 2.5 million pieces, plus there will be a coupon offer inside for $2.00 off its HandsUp Pushup Bra available at Wal-Mart, Target and Kmart.
We are very excited at the opportunity of reaching Latinas all over the US through the Carmens program and are looking forward to outstanding results," says Miles Bohannan, Director of Marketing of Vanity Fair Intimates. He continues, Traditionally the way to reach them on print was by solo mail or magazine ads, which are much more expensive. With Carmens we now have a new vehicle for literally pennies per household and we can still reach a national audience."
We can deliver to nationwide consumers for three and a half cents per home." says Shayne Walters, Founder and President of Carmens Cupones. He continues: weve noticed a growing interest in the program during the past year. Companies such as Vanity Fair, Walgreens, AOL, MoneyGram, Bissell, Knorr, Scholastic/Disney, E. Burnham Cosmetics, Danone Water, Tums, Staples and many others are participating in Carmens. and we continue to get new inquiries everyday". Carmens next mailing is the week of August 23rd, for Hispanic Heritage Month/Back-to-School, and theres still time to participate. Carmens can also produce an insert in a relatively short period of time for those advertisers who do not have existing materials.
With Carmens there is no mailbox clutter", since the typical Hispanic household receives an average of 50 direct mail pieces per year, compared to 500 or so received by the general US population. In addition, 66% of Hispanics say they always read and respond to their advertising mail, and 39% say they want to receive more, according to two surveys by Dimension/Draft and Data Research Group. Hispanic consumers also tend to be price conscious and 46% say they always" or sometimes" use coupons, particularly those with high acculturation, 75% of which reported using coupons compared to 56% of overall consumers in the US (NCH Marketing Services Hispanic Coupon Survey, 2002). When you combine all of these factors, its no wonder why more top marketers are including direct mail in their Hispanic marketing programs and Carmens Cupones is the best source to provide them with positive ROI.
For more information on the Carmens Cupones y Consejos® co-op direct mail program, please contact Shayne Walters at: 949.768.3390 or swalters@carmenscupones.com.
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