Staples Obtains Significant ROI From Carmen's Hispanic Co-Op

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Staples is reaching out to Hispanic consumers nationwide through a program that is allowing them to obtain top ROI for as little as 3-1/2 cents per household: Carmen’s Cupones y Consejos® (Carmen's Coupons, Tips and Advice). With Carmen’s 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 U.S. population. Carmen’s next mailing is the week of November 15th, just in time for the Holidays. For those advertisers who do not have existing materials and wish to participate in the November Holiday mailing, Carmen’s can create an insert through their production partners at PlanetWoot, LLC (http://www.planetwoot.com).

Aliso Viejo, CA, Tuesday October 12, 2004- Carmen loves to shop at Staples for all her home office and gift giving needs! Staples is reaching out to Hispanic consumers nationwide through a program that is allowing them to obtain top ROI for as little as 3-1/2 cents per household: Carmen’s Cupones y Consejos® (Carmen's Coupons, Tips and Advice).

Kenneth M. Brooks, Regional Marketing Champion for Staples Corporation states, “We have worked with Shayne Walters and the Carmen’s program since 2003 an are continually impressed with their ability to reach U.S. Hispanic households and show significant ROI from our advertising campaigns in the program.”

The Carmen’s program offers advertisers a unique opportunity to communicate directly with US Hispanic households, the largest growing minority segment of the population. It reaches millions of Hispanic homes per mailing in 7 states and in the top 12 U.S. Hispanic markets, with plans to expand in ‘05. It arrives in an attractive 6” x 9” flat oversized envelope with advertisements in both English and Spanish, although bilingual ads are recommended.

In regards to Staple’s participation in the program this past September, Matt Kushner, Program Manager for Emerging Markets for Staples had this to say, “Carmen’s Back to School program is doing wonders in redemption results. We will participate again with Carmen’s in ’05.”

“We can deliver to nationwide consumers for as little as three and a half cents per home.” says Shayne Walters, Founder and President of Carmen’s Cupones. He continues: “ we’ve noticed a growing interest in the program during the past year. Companies such as Staples, Walgreens, AOL, MoneyGram, Blockbuster, Bissell, Vanity Fair, Knorr, Scholastic/Disney, Kraft, Bally Total Fitness, E. Burnham Cosmetics, Danone Water, Tums, Sears Portrait Studio and many others are participating in Carmen’s, and the interest continues.” Carmen’s next mailing is the week of November 15th, just in time for the Holidays. For those advertisers who do not have existing materials and wish to participate in the November Holiday mailing, Carmen’s can create an insert through their production partners at PlanetWoot, LLC (http://www.planetwoot.com).

With Carmen’s 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 U.S. population. In addition, 72% of Hispanics say they always read their advertising mail, 66% 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 U.S. (NCH Marketing Services’ Hispanic Coupon Survey, 2002). When you combine all of these factors, it’s no wonder why more top marketers are including direct mail in their Hispanic marketing programs and Carmen’s Cupones is the best source to provide them with positive ROI.

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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