Electronic Retailer - August 2011 - 36

tHe WiReD WORlD OF U.S. HiSPaNiCS

products they have seen on TV. • 61 percent of Hispanics have made a purchase in a retail store due to seeing an online advertisement – a rate 22 percent higher than the general population. The gist is that U.S. Hispanics are unusually heavy users of the internet, mobile internet devices and social-media sites. After seeing a DR advertisement, they are disproportionately likely to go online to look for more information and social-media commentary about a product before buying it, Handley adds. “But, of course, a lot of what they find is in English.” So while it’s true that “anyone in DR today will say that a major challenge is understanding fragmentation, it’s an even bigger problem in the U.S. Hispanic market,” Handley says. “It’s hard to get [marketers] to pull the trigger on Hispanic media buys because

– Craig Handley, co-founder and CeO of listen Up español
it’s hard to tell how well those buys are producing.” To illustrate the measurement difficulties that arise, Ricciardi points to a client who was spending ad dollars only on DRTV commercials in Spanish. His English-only website, however, was generating $8,000 a week in sales. Overwhelmingly, the buyers had Spanish surnames. “Our client looked at the data and said, ‘I guess that’s coming from my Spanish TV buys,” Ricciardi says. That was a valuable thing to know, because the $8,000 in weekly web sales represented a difference between a media efficiency ratio (MER) of 2.5:1 and a MER of 2:1 – in this case, the difference between a profitable campaign and a failure. How were the Spanish TV ads translating into sales on the English-only website? Ricciardi has a theory. Often, he says, if an older Hispanic person sees an interesting product on TV, “she might call a daughter or son who speaks English and ask them to research it. A lot of marketers miss the fact that a TV

“Some clients just present us with what they did in english. We say, ‘No, you can’t just ask for their credit card number. You have to establish a relationship.’”

Clockwise from top left, Franco Cuevas, tony Ricciardi, Nubia Janeth Jaime, Randall anderson, Robert Matthews and Craig Handley at a company celebration and car giveaway at listen Up español’s facility in Hermosillo, Mexico.

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electronicRetaileR | august 2011



Electronic Retailer - August 2011

Table of Contents for the Digital Edition of Electronic Retailer - August 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research Facebook Marketing:
IMS Retail Rankings The Top 25 Shows and Spots
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story TVGoods Buys AsSeenOnTV.com
Come Face2Face at D2C
The Wired World of U.S. Hispanics
Real Truth in Advertising
Marketing for TV is Just the Beginning
Teleservices
Legal
Creative
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - August 2011 - Cover1
Electronic Retailer - August 2011 - cover2
Electronic Retailer - August 2011 - 3
Electronic Retailer - August 2011 - 4
Electronic Retailer - August 2011 - 5
Electronic Retailer - August 2011 - 6
Electronic Retailer - August 2011 - Calendar of Events
Electronic Retailer - August 2011 - Your Association, Your Bottom Line
Electronic Retailer - August 2011 - 9
Electronic Retailer - August 2011 - Industry Reports
Electronic Retailer - August 2011 - 11
Electronic Retailer - August 2011 - 12
Electronic Retailer - August 2011 - 13
Electronic Retailer - August 2011 - FTC Forum
Electronic Retailer - August 2011 - eMarketer Research Facebook Marketing:
Electronic Retailer - August 2011 - 16
Electronic Retailer - August 2011 - 17
Electronic Retailer - August 2011 - IMS Retail Rankings The Top 25 Shows and Spots
Electronic Retailer - August 2011 - 19
Electronic Retailer - August 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - August 2011 - 21
Electronic Retailer - August 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - August 2011 - 23
Electronic Retailer - August 2011 - 24
Electronic Retailer - August 2011 - Ask the Expert
Electronic Retailer - August 2011 - Cover Story TVGoods Buys AsSeenOnTV.com
Electronic Retailer - August 2011 - 27
Electronic Retailer - August 2011 - 28
Electronic Retailer - August 2011 - 29
Electronic Retailer - August 2011 - 30
Electronic Retailer - August 2011 - Come Face2Face at D2C
Electronic Retailer - August 2011 - 32
Electronic Retailer - August 2011 - 33
Electronic Retailer - August 2011 - The Wired World of U.S. Hispanics
Electronic Retailer - August 2011 - 35
Electronic Retailer - August 2011 - 36
Electronic Retailer - August 2011 - 37
Electronic Retailer - August 2011 - Real Truth in Advertising
Electronic Retailer - August 2011 - 39
Electronic Retailer - August 2011 - Marketing for TV is Just the Beginning
Electronic Retailer - August 2011 - 41
Electronic Retailer - August 2011 - 42
Electronic Retailer - August 2011 - 43
Electronic Retailer - August 2011 - Teleservices
Electronic Retailer - August 2011 - Legal
Electronic Retailer - August 2011 - 46
Electronic Retailer - August 2011 - 47
Electronic Retailer - August 2011 - Creative
Electronic Retailer - August 2011 - 49
Electronic Retailer - August 2011 - 50
Electronic Retailer - August 2011 - Member Spotlight
Electronic Retailer - August 2011 - 52
Electronic Retailer - August 2011 - Advertiser Spotlight
Electronic Retailer - August 2011 - 54
Electronic Retailer - August 2011 - Advertiser Index
Electronic Retailer - August 2011 - Classifieds
Electronic Retailer - August 2011 - 57
Electronic Retailer - August 2011 - Rick Petry
Electronic Retailer - August 2011 - cover3
Electronic Retailer - August 2011 - cover4
Electronic Retailer - August 2011 - Outsert01
Electronic Retailer - August 2011 - Outsert02
Electronic Retailer - August 2011 - Outsert03
Electronic Retailer - August 2011 - Outsert04
Electronic Retailer - August 2011 - Outsert05
Electronic Retailer - August 2011 - Outsert06
Electronic Retailer - August 2011 - Outsert07
Electronic Retailer - August 2011 - Outsert08
Electronic Retailer - August 2011 - Outsert09
Electronic Retailer - August 2011 - Outsert10
Electronic Retailer - August 2011 - Outsert11
Electronic Retailer - August 2011 - Outsert12
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