Electronic Retailer - June 2012 - 46

BY TOM SHEPPARD

Mediums that Drive the Highest ROI from U.S. Hispanics
CHANNEL CROSSING: U.S. HISPANIC
As the fastest growing market segment in the United States, the U.S. Hispanic population can be reached at a much lower cost with Spanish language media than through English media. Need a more tempting fact? According to Univision and Simmons NCS/NHCS, 13.1 million Latinos shopped via direct response (i.e. mail, phone or internet) in 2009. If that didn’t persuade you, Spanish media has a high return on investment. The Spanish-language component in the Mercury Media Hispanic Index™ generated an average MER of 2.44 compared to 1.63 for English-language campaigns. Clearly, Spanish-language marketing is efficient and makes financial sense. Most direct response marketers and companies are unknowingly missing out on the many perks of using Spanish language media. this massive market by keeping their information relevant and culturally sensitive. Although images can’t be seen with radio, they can be described. Being creative with and about specific local cultural content allows your audience to resonate with your intended service or product!

You’re Heard, Now be Seen
For television, a 2012 study by Nielsen found that almost a third of all Hispanics who speak mostly English spend more than an hour a day with Spanish language television. Be culturally relevant to produce a persuasive message that sells. Directing your message with Spanish-language TV will result in a greater ROI than just regular programming alone. Eclipse Marketing’s Warren Zeller agrees in an article on Portada: “Pay TV’s very targeted audiences allow for direct response companies and products to tailor ads that fit that group. Three million dollars for a 30-second spot in the Super Bowl will reach a lot of Hispanics across the U.S.” But take that same $3 million and spread it across certain Spanish-language networks over a period of time, and I guarantee you will get a higher return on your investment.”

Put it in Print
Print mediums remain strong among Spanish-language communities. While Barnes & Noble and other bookstores are competing with e-readers and e-books, Spanish-language print media remains consistent in its natural form: paper. A Pew Hispanic Center report indicated that audited daily circulation for Spanish-language print media increased nearly 2 percent, reaching more than 1 million readers, and readership of weekly community and free newspapers remains high and consistent. With the number of print mediums out there, your product or service is likely to receive impressions and interest from the U.S. Hispanic community. PR Newswire reported that there are more than 3,452 unique U.S. Hispanic media outlets, 1,200 of which are print publications.

Offline to Online
Lastly, the online Hispanic consumer is the best consumer. Hispanicmarketing.co finds that U.S. Hispanics are extremely active in online activities and more receptive to new technologies than non-Hispanics. Overall, Hispanics tend to use the internet in English, but only because Spanish-language sites aren’t as plentiful as English language sites. Pampers caught on to the trend and provided Hispanic moms with a forum to connect and discuss how they celebrate and preserve their cultural roots. Company Facebook pages are lining up to partake in this trend to be more accessible to this burgeoning market.

Listen Up!
Radio has become an important outlet to reach the growing U.S. Hispanic population. It reminds Spanishspeaking immigrants and their families of home, and it is a helpful medium to reach a variety of generations among the Hispanic population. Radio content and ads are more trusted by and have a greater emotional connection with Hispanics than with general market listeners. Hispanic Market Weekly found that when it comes to content and ads on the radio, there is less fatigue from marketing masses, and the U.S. Hispanic market tends to be a good source of relevant information. The Health and Fitness Association, also known as IDEA, has recognized that the Hispanic population is growing and is at a high risk for diabetes. In a study comparing the media efforts of Bally Total Fitness & 24 Hour Fitness, IDEA found that these major fitness organizations utilized Spanish-language radio to offer free services and get people moving with Latin-inspired workouts. 24 Hour Fitness and Bally Total Fitness reached out to the U.S. Hispanic population through radio and engaged 46

It Starts Here
U.S. Hispanic marketing is quickly growing and attentive. Call to their needs by exposing them to your product or service through the multiple and efficient channels available to you. Unlike the turn media has taken in the Englishlanguage direct response industry, Spanish-language media continues to embrace traditional direct response methods and at a lower cost. What’s holding you back from diving into the Spanish-language direct response market? Tom Sheppard is vice president of new business development for direct response at Listen Up Español, the industry’s leading Spanish-language call center. For more information about starting a DRTV campaign, contact Tom at tom@listenupespanol.com or visit www.ListenUpEspanol.com.

electronicRETAILER | June 2012

Electronic Retailer - June 2012

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