Electronic Retailer - April 2012 - 21
FROM THE EXECUTIVE’S DESK
BY CRAIG HANDLEY
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Call on Your Amigos!
cost to create your advertisements in Spanish in addition to English will be an upfront expense that quickly pays for itself. Marketing to Hispanics does not cost any more than marketing to any other segment, and the return on profit remains high. In other words, the market pays, and brand marketers are learning to take the risk. Perhaps more convincing is that both the Spanish-speaking population and bilingual U.S. Hispanic population spend an inordinate amount of time on various media. As provided by Advertising and Marketing Review, 49 percent of U.S. Hispanics who watch television during primetime hours watch Spanish-language programming. Radio remains the most popular medium, as the Hispanic population often listens to the radio all day, on average 26-30 hours per week. Print media in both English and Spanish is still media that is specifically geared to the needs and concerns of individual minority communities. Many marketing firms are gearing their efforts towards helping companies reel in the interests of the Hispanic community. A close look at the spending power of the U.S. Hispanic population showed that, on average, Hispanics spent more than $300 on purchases made through the mail, over the phone and online. To not effectively target and communicate with this market using both English- and Spanish-language media venues is to miss out on a large opportunity. Clearly, the American population is no longer onedimensional. The dynamic nature of the U.S. make-up means a constant need to adapt to changing environments to keep brands afloat. The ability to quickly adapt to a changing market will make your company both nimble and profitable. Craig Handley is the founder and CEO of Listen Up Español, the leading Spanish language call center for the U.S. Hispanic market. Operating in Portland, Maine, and with the call center in Hermosillo, Mexico, and the company employs more than 800 native Spanish-speaking call agents and provides teleservices to reach the U.S. Hispanic market with optimum results. Craig can be reached at (207) 7741425 or craig@listenupespanol.com.
The direct marketing world has been streamlined for years through the use of infomercials targeted toward a predominantly Caucasian audience, but it has recently transitioned to include a more culturally diverse audience. With the growing diversification of the American population, including the methods by which they consume media, the need to broaden direct marketing advertising channels to appropriately reach Americans of all backgrounds now includes the U.S. Hispanic population. U.S. Hispanics are Spanish-speaking consumers who live in and are citizens of the United States. Sixty-two percent of the Hispanic population is U.S.-born, and 91 percent of Hispanic children are born in the U.S. According to Pew Hispanic Center, 22 percent of all children under 18 in the U.S. are Hispanic. In fact, according to the 2010 Census, there has been an overall 43 percent increase in the Hispanic population from 2000 to 2010 to nearly 50.5 million individuals – and growing! Those crucial statistics have brought upon the direct marketing world the need for a dynamic shift in the way it advertises to Americans. Risks such as translating advertisements across media and across languages are actions most advertisers should take, but, too often, they are afraid. When diversifying your direct marketing campaigns, it is important to understand general direct marketing trends. Interactive media is taking precedence. Advertisers who caught on to this trend are spending more on internet marketing and are realizing the benefit of engaging U.S. Hispanic consumers. The most promising fact for those most afraid of risks to their direct marketing efforts is that Spanish media is far less costly, yet the buying power of U.S. Hispanic consumers is constantly rising, alongside the market’s population size. In fact, the buying power of U.S. Hispanics now exceeds $1 trillion. Another benefit is that the Hispanic consumer represents the greatest potential for sustained growth in the U.S. today. Kantar Media, a strategic advice and competitive intelligence analysis company, found that advertisers spent a total of $131.1 billion in total advertising. Only 5 percent of this total amount was spent on Hispanic advertising, marking a $124 billion gap, according to Lili Gil, media contributor and co-founder and managing partner of XL Alliance. The
The most promising fact for those most afraid of risks to their direct marketing efforts is that Spanish media is far less costly, yet the buying power of U.S. Hispanic consumers is constantly rising, alongside the market’s population size.
April 2012 | electronicRETAILER
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Electronic Retailer - April 2012
Table of Contents for the Digital Edition of Electronic Retailer - April 2012
Calendar of Events Upcoming Industry Events April through July
Industry Reports Attendance Hits Record High for The Great Ideas Summit 2012
eMarketer Research Asia-Pacific Mobile: Redefining the Digital Landscape
IMS Retail Rankings The Top 25 Shows and Spots
Jordan Whitney’s Top Categories The Top 5 Shows and Spots and the Top 3 Categories
Cover Story The Cleanup Hitter of DRTV Hampton Direct’s Steve Heroux is batting .600 in a medium where .200 would be considered outstanding. What’s his secret?
Is 2012 the Year of the QR Code? The funny-looking square barcodes have proven a valuable but rarely used tool in direct-to-consumer advertising. The problem lies in teaching marketers how to use them to their full potential. By Sarah Sain
The Power of Online Video Today, video doesn’t just refer to the infomercial or spot created for television. Instead, marketers say video created for the Web is a must-have for all DR campaigns. By Jacqueline Renfrow
Advertiser Spotlight Highlighting This Month’s Advertisers
Bulletin Board Inter/Media Group of Companies to Unveil New Headquarters
Advertiser Index
Classifieds
Electronic Retailer - April 2012 - cover1
Electronic Retailer - April 2012 - cover2
Electronic Retailer - April 2012 - 3
Electronic Retailer - April 2012 - 4
Electronic Retailer - April 2012 - 5
Electronic Retailer - April 2012 - 6
Electronic Retailer - April 2012 - Calendar of Events Upcoming Industry Events April through July
Electronic Retailer - April 2012 - 8
Electronic Retailer - April 2012 - Industry Reports Attendance Hits Record High for The Great Ideas Summit 2012
Electronic Retailer - April 2012 - 10
Electronic Retailer - April 2012 - 11
Electronic Retailer - April 2012 - 12
Electronic Retailer - April 2012 - 13
Electronic Retailer - April 2012 - eMarketer Research Asia-Pacific Mobile: Redefining the Digital Landscape
Electronic Retailer - April 2012 - 15
Electronic Retailer - April 2012 - IMS Retail Rankings The Top 25 Shows and Spots
Electronic Retailer - April 2012 - 17
Electronic Retailer - April 2012 - Jordan Whitney’s Top Categories The Top 5 Shows and Spots and the Top 3 Categories
Electronic Retailer - April 2012 - 19
Electronic Retailer - April 2012 - 20
Electronic Retailer - April 2012 - 21
Electronic Retailer - April 2012 - Cover Story The Cleanup Hitter of DRTV Hampton Direct’s Steve Heroux is batting .600 in a medium where .200 would be considered outstanding. What’s his secret?
Electronic Retailer - April 2012 - 23
Electronic Retailer - April 2012 - 24
Electronic Retailer - April 2012 - 25
Electronic Retailer - April 2012 - Is 2012 the Year of the QR Code? The funny-looking square barcodes have proven a valuable but rarely used tool in direct-to-consumer advertising. The problem lies in teaching marketers how to use them to their full potential. By Sarah Sain
Electronic Retailer - April 2012 - 27
Electronic Retailer - April 2012 - 28
Electronic Retailer - April 2012 - 29
Electronic Retailer - April 2012 - The Power of Online Video Today, video doesn’t just refer to the infomercial or spot created for television. Instead, marketers say video created for the Web is a must-have for all DR campaigns. By Jacqueline Renfrow
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Electronic Retailer - April 2012 - 36
Electronic Retailer - April 2012 - 37
Electronic Retailer - April 2012 - 38
Electronic Retailer - April 2012 - 39
Electronic Retailer - April 2012 - 40
Electronic Retailer - April 2012 - 41
Electronic Retailer - April 2012 - Advertiser Spotlight Highlighting This Month’s Advertisers
Electronic Retailer - April 2012 - Advertiser Index
Electronic Retailer - April 2012 - Classifieds
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Electronic Retailer - April 2012 - 46
Electronic Retailer - April 2012 - cover3
Electronic Retailer - April 2012 - cover4
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