Ray Lugo

With Paul Barbagallo As director of new market development at Columbia House for five years, Ray Lugo was central in establishing Club Musica Latina as the single largest Hispanic continuity club in the United States with over a million members. Prior to Columbia House, he worked at LCG/Bienestar, an agency specializing in Hispanic marketing, where he consulted with clients such as Pfizer, Berlitz and Goya. In 2002, Lugo founded Positiva, a dual-purpose Hispanic marketing consultancy that offers corporate marketing advice and produces educational videos to assist Hispanic immigrants. "I saw somewhat of a need-gap for consultants with hands-on experience in Hispanic marketing, particularly

The Hispanic market is one of the fastest growing segments in the United States. To tap into this market, it is important to come across as sincere as possible, stresses Ray Lugo, president of Positiva Inc., a direct marketing consultancy founded to bridge the gap between the Latin consumer and corporate America. Lugo, the former director of new market development at Columbia House, shared strategies on how to effectively reach Hispanics with insert media, at the first-ever Direct Marketing Association (DMA) Insert Day in September: - Don't just translate your general insert. You have to consider all the different language nuances. The offer

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