The time may be ripe to explore DRTV in Latin America (1,243 Wo
By Priya Ghan
As international acceptance for direct response television (DRTV) has grown, Latin America has become one of the first regions outside of the United States to be explored. Indeed, the region has a thirst for U.S. goods.
Looking ahead, Latin America will continue to be an irresistible market, but it's also a region that poses some of the greatest business challenges, some of which are discussed below. But, for the strong-hearted marketers who've found the successful keys to unleashing the power of DRTV, Latin America represents a tremendous opportunity for growth.
This article will outline the options you have as an American supplier marketing your product via DRTV to Latin America. It also will alert you to some of the major obstacles you may encounter along the way and offer tips for success.
• Get to know the business culture. Avoid the notion: "Because it works this way in the United States, it will work in Latin America." A rigid, elitist American attitude won't lead to a relationship of trust with your Latin American colleagues.
• Building relationships is the heart of the matter, especially so in Latin America. Latinos like personal contact; in fact, you almost have to build a friendship before you'll see a business deal develop. The driving force behind any relationship is confianza (trust). And unlike in the United States, in Latin America time is not money. An example of this is when phoning a distributor; chances are you'll speak with two to four assistants before you're connected to the person you were calling.
As an American marketer, you have two paths to consider when launching a DRTV campaign:
• Set up local operations yourself, buy terrestrial media and establish the back-end infrastructure required for a DRTV campaign.
• Or, you could use an established DRTV international company that offers a turn-key operation from inception to completion.