AOL Launches Hispanic Direct Mail Effort Offering Low-Cost PC’s Through Carmen’s Cupones

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AOL is launching a new Hispanic direct mail effort just in time for Back-to-School, through the largest Hispanic co-op direct mail program in the US, Carmen's Cupones y Consejos®. AOL has developed a bilingual, tri-fold brochure for the AOL Optimized PC. It�s a special low cost offer for all those Hispanics who may think owning a computer and accessing the Internet is out of their reach.

Aliso Viejo, CA, Tuesday August 31st, 2004 - Carmen’s Cupones y Consejos® (Carmen's Coupons, Tips and Advice), the largest Hispanic co-op direct mail program in the United States, has just announced that America Online (AOL) is back for more. They are launching a new Hispanic direct mail effort through the Carmen’s program just in time for Back to School.

Carmen’s Cupones is a segmented co-op direct mail program addressed to highly acculturated Hispanic females, the decision maker in the Hispanic household, and reaches 2.5 million Hispanic homes each mailing in 7 states and in the top 12 US Hispanic markets for as little as 3.5 cents per home. It arrives in an attractive 6” x 9” flat oversized envelope with advertisements in both English and Spanish, although bilingual ads are recommended.

AOL has committed to reaching Hispanic households with an attractive PC offer. “Hispanics are the fastest growing group of online users,” says Mr. Walters. He continues, “There are 14 million US Hispanics online (source: Second Annual America Online/RoperASW US Hispanic Cyberstudy). The Internet is changing their lives; it provides them with information and shopping opportunities, acts as an educational tool for their families, and helps them stay connected with friends and family. AOL recognizes the impact their service has in the community and they are trying to make the worldwide web more accessible to all. Carmen’s provides them with the right tool to reach Hispanic households nationwide.”

AOL has developed a bilingual, tri-fold brochure for the AOL Optimized PC. It’s a special low cost offer for all those Hispanics who may think owning a computer and accessing the Internet is out of their reach. The offer includes the AOL Optimized PC, a printer, a 17-inch monitor, CD-ROM, stereo speakers, Microsoft Windows XP Home Edition, modem and costs only about $300 with a one-year subscription to AOL’s Latino 9.0 Internet Service for $23.90 a month.

According to two surveys by Draft/Simmons and Media Audit, 72% of Hispanics say they always read, 66% respond to their advertising mail, and 39% say they want to receive more. 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, so there is no mailbox “clutter”. In addition, Hispanic consumers 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).

Carmen’s Cupones y Consejos® is providing many top advertisers with positive ROI, which is why many will continue to support the program in ‘05. Following are some of the companies Carmen’s has been able to help: AOL, Hispanic Scholarship Fund, Staples, USPS, Bissell, GlaxoSmithKline, Walgreens, Vanity Fair, Bally Total Fitness, MoneyGram, Danone Water, Scholastic/Disney, Knorr, Sears Portrait Studio and many others. For those advertisers who wish to participate yet do not have existing materials, Carmen’s can also produce an insert in a relatively short period of time through their production partners at PlanetWoot, LLC (http://www.planetwoot.com).

For more information on the Carmen’s Cupones y Consejos® co-op direct mail program, please contact Shayne Walters of Walters Media Group, Inc., at: 949.768.3390 or swalters@carmenscupones.com    

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Shayne Walters