Make sure your fulfillment center is set up with a Spanish-language option.
"It's very important for a Spanish-speaking [teleservice rep] to get on the line," advises Collins.
When an individual calls an 800 number on a Spanish-language direct mail piece or responds to a DRTV spot, he or she will assume the line will be answered by a Spanish-speaking person.
Target Specifically, Think Generally
While Hispanic culture differs from that of traditional Anglo-America, they are ready to consume like Americans.
"Look at this group as you would look at the general marketplace," says Collins. "You have to segment just the same. There are some that are affluent, or interested in electronics, or are savvy on the Net, and you have to segment according to those lifestyle interests. But the more you get your brand in front of them, the better."