BY TOM
SHEPPARD
Mediums that Drive the Highest ROI
from u.s. Hispanics
~
As the fastest growing market segment in the United States,
Z the US. 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 averZ age 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
a:: perks of using Spanish language media.
U
i
Ci
o
....I
W
Put it in Print
Print mediums remain strong among Spanish-language
Z
communities.
While Barnes & Noble andother bookstores
Z
are
competing
with e-readers and e-books, Spanish-language
<C
::J:
print media remains consistent in its natural form: paper. A
U 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 US. Hispanic community. PR Newswire reported
that there are more than 3,452 unique US. Hispanic media
outlets, 1,200 of which are print publications.
Listen Up!
Radio has become an important outlet to reach the
growing US. 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 US. 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 US. Hispanic population through radio and engaged
46
electronicRETAILER
I June 2012
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 US.»
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..
D
Offline to Online
Lastly, the online Hispanic consumer is the best consumer. Hispanicmarketing.co finds that US. Hispanics are
extremely active in online activities and more receptive to
new technologies than non-Hispanics. Overall, Hispanu
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.
It Starts Here
US. Hispanic marketing is quickly growing and attentive,
Call to their needs by exposing them to your product
service through the multiple and efficient channels available
to you. Unlike the turn media has taken in the Englishlanguage direct response industry, Spanish-language illeez.
continues to embrace traditional direct response methods
and at a lower cost. What's holding you back from
into the Spanish-language direct response market? ~
Tom Sheppard is vice president of new business
development for direct response at Listen Up Espanol;
industry's leading Spanish-language call center. For 11ItKf
information about starting a DRTV campaign, contact
Tom at tomcolistenupespanol.com
or visit
www.ListenUpEspanol.com.