Five Reasons Direct Mail Marketing Works with Hispanics

Reach out to Latinos with this traditional, proven and trusted method of advertising and brand placement.

(PRWEB) September 9, 2005 -- Just about anything you can place into a Post Office mailbox: Postcards, letters, inserts, samples... all of this represents Direct Mail, still considered one of the most effective ways to speak to customers. Its cousin, direct marketing, uses sources other than mail, such as newspaper inserts, door-to-door delivery and promotions, to reach U.S. households.

The most effective direct marketing campaigns use database mailing lists available all over the country. Over the past ten years Hispanic Direct mail efforts have witnessed tremendous growth and change. Nevertheless, the growth, although steadfast and upward, is minuscule compared to what will happen in the next ten years. Advertisers should consider Direct Mail in targeting Hispanics mainly because it is very important that they speak to this loyal group of buyers. Remember that everyone needs help buying; advertising answers those needs. But undoubtedly there is more than just one advantage to using Direct Mail. The top five reasons advertisers should use this resource in marketing to Hispanic households are highlighted in this article.

Database Availability
    
Direct Mail requires the use of databases in order to personally address and reach the proper consumer. Fortunately, there are many Hispanic databases available in the market. Therefore, advertisers have a very diverse choice available to them that fit their marketing requirements.
    
Some of the database lists available on the market include those naming Hispanic households, Hispanic prescription drug users, Hispanic homeowners, Hispanics by credit rating, Hispanic renters, Hispanic Generation Xers, Hispanic opportunity seekers, Hispanic ultra wealthy, and Spanish speakers.
    
These are just a few of the databases available through the right Hispanic oriented database provider. In addition, all of the lists can have filters or selects added to them, such as age, income, presence of children and geography, just to name a few.

Targeted Buyers
    
Direct Mail marketing offers the most targeted way to talk to a consumer. Targeting also allows advertisers to align their product message to the Hispanic consumer that represents the most desirable buyer in that particular case. Where else can this be accomplished? Direct Mail solves these issues for the mailer.

Measured Response
    
Direct Mail is fully measurable. Compared to all other marketing mediums, only Direct Mail offers advertisers a clear measuring response rate that is easy to calculate and very straight-forward for the advertiser to track. It also makes it easy to estimate an ROI. And all of these aspects are essential in maintaining a useful campaign with greater than acceptable results.

Mail that Stands Out
    
Hispanics have the least clutter in their mailboxes, and they receive only about 10 to 15 percent of the mail that the general market receives. This means that the advertisers message stands out, it competes with fewer offers, and it receives a better reception and attention than among the general market. Remember, it is more important to stand out than to fit in, and Hispanic Direct Mail stands out more often.

Testing the Message
    
Direct Mail marketing allows numerous testing capabilities. Where else can you affordably test several creatives in several areas of the country at the same time? How is it easier to measure the test and then roll out a proven campaign? Direct Mail and direct marketing answers these needs with which advertisers are often confronted. It is more difficult and costly to fine-tune a television or radio commercial. Direct Mail testing enables advertisers to make quick changes to copy before running the campaign again, and even allows changes to the area in which it is targeted

As the Hispanic percentage of the population grows, this group becomes a larger recipient of direct marketing methodologies. With the surge in the number of U.S. Hispanics, direct marketing to these households is no longer a luxury, but has become a necessity.

Vincent Andaloro is CEO and founder of Latin-Pak, a ten-year-old national and international Hispanic direct marketing firm. With offices in Los Angeles and St. Louis and plans to grow to three more cities, Latin-Pak works with Fortune 100 clients in the areas of financial institutions, telecommunications, consumer goods, health and public service messages, and publishers, to mention a few. Reach him at vince@latinpak.com,1-800-625-4283 www.latinpak.com.

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