Creative Techniques That Work
March 1, 2001

By Pat Friesen What's the difference between direct response copy and creative for front-end prospects vs. back-end customers? In a nut shell, it's the credibility you have with your audience—or how you establish it and then use it to your advantage. Your customer knows your company and hopefully trusts it. He or she has a relationship with your company. You've already met or surpassed your customer's expectations. But a prospect is daring you to: "Show me." What does this mean as you're developing the creative strategies for your direct response advertising? To answer that question, start by defining your objective, including the audience(s) you

The Latino Renaissance
December 1, 2000

Not since the days of the Spanish Empire—when armada galleons roamed the high seas and conquistadors traversed North America—has Spanish culture had such a pervasive influence on mainstream American culture. Consider some of the biggest names in entertainment today: former Menudo member Ricky Martin, Jennifer Lopez, Gloria Estefan, Mark Anthony, Enrique Isglesias … the list goes on. Also, Santana has made a huge comeback, and this year saw the prime time broadcast of the first annual Latin Grammy Awards. Underlying this fascination with the Latino culture is the size and anticipated growth rate of the U.S. Hispanic community, coupled with a saturated and

Marketing to Hispanics - Part of the Fabric (379 words)
December 1, 2000

"Hispanics are more profitable customers," believes Fingerhut's vice president and general manager of Hispanic business, Rafael Saldaña. He reports that when solicited in Spanish, the cataloger's new Hispanic customer-acquisitions have 45-percent higher net orders than their mainstream counterparts. What's more, net sales per new Hispanic customer mailing are 50 percent higher. Even though its advertising costs to the Hispanic market are 22 percent higher, Fingerhut, a division of Federated Department Stores, still shows a profit. The cataloger's success in the fastest-growing ethnic market goes beyond new customer acquisition. Its net sales per existing customer are 9 percent higher within the Hispanic community, and its

The Power of When (1,434 words)
December 1, 1999

Timing is everything. For your direct marketing message to be successful, you need to make the right offer to the right person at the right time. So, when is a consumer most likely to buy? When will your offer have the most influence on a consumer's purchasing decision? One of the best predictors of a consumer's intent to buy goods and services is a lifestyle change such as a move, marriage or birth. This is a time in a person's life when not only is he or she likely to buy, but must buy. Movers demand new products and services such as landscaping,