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Target Mail to Hispanic Buyers – 3.5x More Likely to Respond

July 8, 2014 By Heather Fletcher
"It takes an aroused man to make a chicken affectionate." Google that phrase and search results show Frank Perdue's slogan, "It takes a strong man to make a tender chicken," went horribly wrong in translation. This is part of the reason marketers may fear communicating with Hispanic consumers—because there are so many ways to get it so, so wrong. But get it right and the returns can be very rewarding. Hispanic consumers respond to direct mail solicitations about 3.5 times more often than do other U.S. consumers.

So says Hernan Tagliani, president of The Group Advertising, in a piece he wrote for the Orlando Business Journal. Further quoting statistics from a Yankelovich Monitor Multicultural Marketing Study, Tagliani says "77 percent of Hispanics won't discard mail before reading it, and 54 percent of Hispanic adults responded to a direct mail offer."

This is slightly surprising, as conventional wisdom says consumers prefer one channel over another, and "Hispanics are more socially engaged on the Internet, over-index in mobile device ownership and increasingly make purchases from these devices," according to comScore. But Yankelovich research explains that 74 percent of Hispanics think "marketing and advertising keeps me well-informed about new and better products." (Opens as a PDF)

The most important thing for marketers, then, is to really understand this audience before sending a single piece of mail. Tagliani advises marketers to:

1. Determine the Right List. For instance, if a college wants to enroll Hispanic students, understand the family dynamics and target accordingly. Are the parents going to receive the bills? Then they should receive the mail. Do they mainly speak Spanish or English?

2. Customize the Mail. Personalize and use the appropriate language, based on preference. "Marketers should also use bilingual copy for products that affect families due to multigenerational Hispanic households," he writes.

3. Think About Frank Perdue. Don't use literal translations. Embarazada doesn't mean embarrassed. But marketers sure will be if they use the word incorrectly.

4. Use the Right Visual. "You want to use images that relate to them and their culture in order to catch their attention right away," Tagliani writes.


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