Marketers targeting this segment of the Hispanic American population may want to consider sending a Spanish-language offer since most feel more comfortable speaking their mother tongue.
Direct Mail and Telemarketing
Marketers that have their sights set on Hispanic Americans might want to consider a multichannel campaign for optimum effectiveness.
"You're not going to get us with television alone, or e-mail alone, or radio alone, or direct mail alone," says Valdés. "You need a fully-integrated model to reach this market effectively."
In particular, experts suggest direct mail and telemarketing are the most effective channels. Recent studies show the average U.S. Hispanic household receives 20 direct mail pieces a year, compared to the 300 pieces the average Anglo-American receives.
"Hispanic Americans indeed appreciate a one-to-one relationship," says Blume. "They really have to know you and trust you to do business with you." He believes Hispanics respond to direct mail more consistently than any other medium because of its intimacy.
A well executed, emotionally and culturally attuned, Spanish-language or bilingual mailing communicates to this segment that your company and your brand care about the Hispanic market, avers Valdés.
Recently, Charlotte, NC-based Wachovia Corp. launched a multichannel advertising campaign in Spanish, targeting the state's large Hispanic market.
"The campaign for the Hispanic market is very much in keeping with the English campaign," says Kurt Hibbits, Wachovia's director of marketing communications.
The only change is to the tagline, from "common sense" in the English version, to "Sentido en Común" for Spanish targets. The remainder of the marketing message is presented in English.
The campaign has since been expanded to include other Hispanic markets in select states such as Florida, where 57 percent of the population in the southern part of the state is Hispanic.
As well as responding to direct mail, Hispanics have displayed a willingness to pick up the phone and order products without hesitation. Many marketers have had success with Spanish-language television commercials where a toll-free number is made available in large print on the screen, and repeated several times.