David Perez

According to David Perez, co-founder and CEO of the New York-based marketing intelligence provider Latin Force Group, there is a new, ethnic American mainstream waiting to receive direct mail. At the Direct Marketing Association’s DM Days New York Conference & Expo, Perez indicated that because this segment tends to view mail as a source of information, direct mailers have a distinct advantage when marketing to this segment. Here, Perez details three tips for reaching the Hispanic market. 1. Identify Latinos Within Your Customer Base According to Perez, most companies are unsure of their ability to accurately identify Hispanics or other cultural segments in their

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