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Direct Mail and Event
Marketing
Research shows that while Hispanics consume every type of
media, they do seem to have a special attraction to
television and radio. Nevertheless, the air-time used to
identify a product or service at an in-depth level is
typically too brief and too incomplete to be effective, thus
the "sale" will not be closed. However, the combination of
direct mail, broadcast and print makes it possible for the
Hispanic consumer to obtain additional information and
"close the sale" -- with each medium contributing to the
total communication story.
- The process of acculturation influences the Hispanic
consumer's perception of direct marketing. While most
consumers in the general market dismiss direct marketing
materials as junk mail, Latinos -- particularly recent
immigrants -- welcome it as a means of becoming a more
informed consumer.
- Overall, Hispanic households are 3.5 times more likely to
respond to a direct mail solicitation than a non-Hispanic
household;
- 72% say they always read their mail, including direct
marketing;
- 60% of the direct mail sent to homes is in English;
- 52% of the respondents speak only Spanish in their homes.
Events create excitement, reinforce image, and allow you to
hand-deliver your marketing message face-to-face with your
target audience. However, many company's efforts at selling
themselves are limited to sponsoring the
occasional Cinco de Mayo celebration -- these half-hearted
efforts will not effectively capture the attention of
Hispanic consumers.
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