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

July 8, 2014 By Heather Fletcher
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"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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Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

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