Reaching Hispanics with Insert Media
The Hispanic market is one of the fastest growing segments in the United States. To tap into this market, it is important to come across as sincere as possible, stresses Ray Lugo, president of Positiva Inc., a direct marketing consultancy founded to bridge the gap between the Latin consumer and corporate America.
Lugo, the former director of new market development at Columbia House, shared strategies on how to effectively reach Hispanics with insert media, at the first-ever Direct Marketing Association (DMA) Insert Day in September:
- Don't just translate your general insert. You have to consider all the different language nuances. The offer and creative should be clear to Hispanics. Remember, the majority of Hispanic-Americans prefer interaction in Spanish.
- If you choose to run with a bilingual insert, devote the dominant side, or front, to Spanish, and the back to English.
- Staff your call center with bilingual correspondents.
- Follow-through is key. You have to make sure you deliver on what you promise. Hispanics are known to be loyal customers, but if you don't provide excellent customer service, you will lose them.
Lugo can be reached at (917) 826-2625 or via e-mail at firstname.lastname@example.org.