Electronic Retailer - August 2011 - Outsert08

Listen Up Español
Craig Handley
Founder and CEO
than a general market consumer. Trust and relationships
matter, and both can be established during
phone interaction between the call center and
consumer or through post-sale support.
How can a teleservices company help a
marketer succeed in the U.S. Hispanic
market?
Listen Up Español is a leading Spanish language
call center for the U.S. Hispanic market. Operating
in Portland, Maine, and with the call center in
Hermosillo, Mexico, the company employs more
than 800 native Spanish-speaking call agents.
Craig Handley is founder and CEO.
What makes the U.S. Hispanic market so
appealing to direct response marketers?
There are a plethora of reasons why marketers
should be running to this market. To start,
the
2010 Census results confi rmed the U.S. Hispanic
population is more than 50 million, and even if
only half of those use Spanish as their preferred
language, this is a serious opportunity. Considering
the number of marketers who choose not to
work within this market, those who do it right are
in a unique position to get the attention of an underserved
market. This is the demographic to cater
to: Roughly one in four babies born each year is
Hispanic, and about 95 percent of the teen population
growth through 2020 will come from this
group. The future is the U.S. Hispanic market.
What are some of the misconceptions about
the U.S. Hispanic market?
More than $1 trillion in buying power exists within
the U.S. Hispanic market, proving wrong the
common misconception that this segment doesn’t
have money.
How do U.S. Hispanic customers differ from
general market customers? How are they the
same?
Within the U.S. Hispanic community, the focus on
the family is stronger and the percentage of population
that is Catholic is higher. In direct response
advertising that is aimed at a Hispanic audience,
the more family is refl ected in the creative, the better.
Beyond those two commonly known facts, it’s
important also to note that the U.S. Hispanic market
customer needs to be nurtured slightly more
8
electronicRETAILER | U.S. Hispanic Guide 2011
After completing all the work of creating the product,
warehousing it, etc., the two key elements that
can make or break the campaign are the media and
call center; success with both is crucial. Listen Up
Español has become the leader in the direct response
market. We’re not perfect, but we are in the
best position to handle calls and convert them into
sales. We are constantly looking for new solutions
to help marketers.
Considering the number
marketers who choose not
to work within this market,
those who do it right are
in a unique position to
get the attention of an
underserved market.
How should the script be customized
specifically for the U.S. Hispanic market?
Just translating a script from English to Spanish
isn’t enough. Working with the right call center, as
well as other partners, ensures that the subtleties
of this demographic are accounted for in the fl ow,
words, closing, rebuttals, and other parts of the
script and approach. Launch campaigns in English
and Spanish since 1+1=3 in this market.
What would you say to marketers who are
worried that it costs too much to enter the
U.S. Hispanic market?
We’d say it costs too much not to enter this market.
One out of every six people in the U.S. is important
enough not to ignore. So do it; don’t wait. Just
make sure to choose your partners carefully, and
buy on ROI and value, not on price.

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
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