"It takes an aroused man to make a chicken affectionate." Google that phrase and search results show Frank Perdue's slogan, "It takes a strong man to make a tender chicken," went horribly wrong in translation. This is part of the reason marketers may fear communicating with Hispanic consumers—because there are so many ways to get it so, so wrong. But get it right and the returns can be very rewarding. Hispanic consumers respond to direct mail solicitations about 3.5 times more often than do other U.S. consumers.
You've been hearing a great deal about doing the right thing, from reducing your impact on the environment to making it easy for customers and prospects to better control their relationships with your firm, and so on. If your company has been following this ideal, then you know the beginning to right actions is right thoughts, which also lead to right words. And at the present, the right words are what Americans crave—from businesses as well as politicians.
As boomers ease into retirement, Generation Y is rising on the heels of Generation X as the next wave of culture shapers and decision makers. Gen Yers fall between the ages of 14 and 31 years old and comprise about a quarter of the total U.S. population. Marketers may have reservations about sending direct mail to this tech-savvy group. “This is definitely a generation that is much more electronically driven, so I don’t think direct mail is really going to be in their sweet spot,” says J. Walker Smith, president of the Monitor Group, in Yankelovich’s Chapel Hill, N.C. office. For Gen Y, mail
It’s not a phrase you hear much about yet, but “attitudinal data framing” increasingly will be a strategy that direct marketers discover, and a few years down the road, possibly even rely on. I had the pleasure of hearing a joint presentation on the subject at the recent Direct Marketing Association’s (DMA) 2007 DM Days New York Conference & Expo. The topic was explored by Dave Griffith, director of consumer analytics at Madison, Wis.–based CUNA Mutual Group, a leading provider of financial services to credit unions and their members worldwide, and Mark Graham, senior vice president at Chapel Hill, N.C.–based marketing research firm and
Personalizing your marketing messages can be a great way to connect with prospects. But to be truly effective, personalization must go beyond a person’s name. It must address an individual’s needs, interests and desires. In addition to basic geographic and demographic data, there are myriad other types of data you can use to make your messages more relevant. Here, three experts explain the types of data that can be used to personalize marketing messages and a few ways to use these data to your advantage.
Many a metaphor is used in conjunction with the hours that dictate our lives, yet one such well-known maxim—“Time is money”— takes on a much less abstract meaning when a dollar value is applied. Specifically, $1.25 a minute. That’s the exact amount J. Walker Smith, CEO of database and segmentation solutions firm Yankelovich, purports your customers’ time is worth. If a marketer doesn’t maximize every second (or cent, as the case may be), “expect them to walk away,” he says. Here, Smith details three questions a marketer must ask himself to determine just how sensible it is for a prospect to make a time investment
A sure way to fire up results for your fulfillment program is to look for opportunities to better serve your leads during their information-gathering process. If two-thirds of consumers have reported they feel unsolicited marketing materials are not relevant to their needs, according to Yankelovich research from late 2005, can you imagine the level of expectation for respondents who have requested further contact? By applying old-fashioned marketing strategy and leveraging today’s technologies, marketers can turn lead-generation data into customized fulfillment kits that are both more appealing to the recipient and helpful at moving the conversion process along. Data on Tap All customization processes start by assessing the
More than 41 million Hispanics call the United States home, and a little more than half of these consumers go online. Despite the clear opportunity in marketing to Hispanics online, only about $150 million of the $16 billion total online advertising spend is dedicated to targeting Latinos, says Lee Vann, founder of Captura Group. This is surprising, considering research from Yahoo! Telemundo and Experian Simmons Research shows two-thirds of online Hispanics have been using online channels for more than five years. William Fleming, CEO, MotionPoint, agrees that online marketing has lagged behind its offline counterparts in service to Hispanics. “People are used to walking into
One of the most prominent topics in direct marketing today is ensuring that messaging to customers and prospects is relevant. As it relates to Hispanic marketing, cultural relevance has been trumpeted as the key to opening the door to this consumer group and keeping it open for effective customer retention. To get a better handle on what cultural relevance means to direct marketers, Target Marketing spoke with Sonya Suarez-Hammond, director of multicultural marketing insights at Yankelovich Inc., a consumer research firm in Chapel Hill, N.C. Target Marketing: What information can help marketers ensure their communication with Hispanic audiences is culturally relevant? Sonya Suarez-Hammond: Culturally appropriate marketing
According to Finding Time, a new study released last week by marketing consultancy Yankelovich, half of consumers across all income levels consider the lack of time a more pressing concern than a lack of money. At the height of the holiday shopping season, the study concludes, savvy marketers will recognize this and consider time saving the ultimate added value consumers are looking for. Target Marketing talked to David Bersoff, Yankelovich’s senior vice president and author of the study, about what it all means and how marketers can take advantage of this growing consumer attitude. Target Marketing: “Time is money” is not a new concept, especially in