Gustavo A. Gruber

Gustavo A. Gruber
Multicultural Special Report: Shore Up Your Back-end

More than 20 years ago, only a small group of very progressive companies and nonprofit organizations used direct mail to penetrate the Hispanic market. Most of these “pioneer” companies naively allocated the majority of their resources to the front-end processes of market identification, list selection, copy and creative, and print production, and paid little attention to back-end operations. Today, although more companies are targeting the Hispanic market, many still do not have the necessary back-end infrastructure. Back-end operations designed to address the needs of Hispanic customers are key to developing lasting relationships in this market. Understand the Differences Within the Market To build strong