Opening the Door to the Hispanic Market

6a00d834515c5469e201b7c72b276a970b-500wiThere is no doubt about it.  The Hispanic community has taken over a grand part of the ways in which the marketing industry has developed their campaigns.  Although it may not seem like much, “Hispanics now account for nearly 14 percent of the U.S. population,” (Armbruster 1).  In a country known as the melting pot of so many different cultures and races, this is a significant number.  This is where Power Direct’s door to door marketing proves that if a campaign is driven correctly, the outcome could be highly productive and pay great dividends.

It is important to note that the Hispanic community is highly influenced by the advertisements that they encounter.  In fact, “Advertising can dramatically affect Hispanics. 35 percent surveyed cited as a factor in selecting color cosmetics, compared with 8 percent of general-market respondents,” (Armbruster 1).  Power Direct knows that the greater the advertisement, the higher the chances the Hispanic consumer will respond to it. Power Direct’s data analysis team strives to provide the very best possible marketing campaigns to achieve maximum results and even greater payouts.  By using predictive analysis via demographic/census data, our team can target the  best possible target audience  which allows for maximum results..

In addition, Power Direct, along with our clients, “provide real value and credibility for Hispanic consumers to consider [their] product,” (Armbruster 1).  The Hispanic community is not easily driven toward a product unless they trust that there is true value in it.  The presentation of the product and the ways in which a program is being advertised becomes a strong component in the Hispanic communities’ willingness to respond. Power Direct’s marketing team ensures that the product is advertised in just the right way.  Whether through the use of a jumbo door hanger or by a customized die cut shape door hanger, Power Direct is sure to get the attention of the Hispanic consumer through their door to door advertising strategy.   Providing value and credibility is the primary goal because we know that this is the key element in a campaign’s presentation to create greater response rates from the Hispanic community.

Other techniques proven to work in engaging the Hispanic market community are by television ads and Power Direct has taken a strong lead in the marketing world working with various cable and television companies and proving themselves as a successful asset to clients.   To reach the Hispanic community, many cable companies have turned to marketing campaigns aimed toward Latin communities knowing that the outcome and response rate will be much greater.  At this very moment, “Spanish-language television is hot.  Last year the media registering growth was not the internet, but Spanish-language TV.  According to Neilson, Internet ad spending increased a relatively impressive 12.6 percent, while the major Spanish-language TV networks were up 15 percent.” (Armbruster 1).

Companies such as Telemundo and Comcast have turned to Power Direct to help generate marketing campaigns that will help boost their strategic modeling to improve revenue.  Power Direct runs door to door campaigns and is able to target any ethnic group individually.  These campaigns run across the nation, in various versions and offer great response rates.  Other than the advertisements placed on television, marketers must find a means by which to place advertisements for shows and television alike.  The Hispanic community is big on television and if the campaign is driven by a professional and well-equipped firm such as Power Direct, the final revenue potential for the client could be significant.

Advertisements offering group discounts or coupons can be highly effective for Hispanic markets as well.  It is said that “Hispanic consumers have a different shopping style than Anglo consumers.  Hispanics consumers often make shopping a family event and thereby will often shop in groups,” (Armbruster 1).  Integrating advertisements that would entice consumers to go shopping together as a group would give the Hispanic community a higher incentive to go to the desired business location.  This type of advertising can be easily integrated into Power Direct’s door hanger campaigns.  Since door hangers can be customized to print any coupon, graphic, or even shape, a client could easily advertise group rates or coupons into their advertisements.  The Hispanic community tends to do their shopping in groups or with family due to their strong family bonds.  For this reason, advertisements including groups of even families would be highly effective for this type of consumer as it would help spark their interest even further, showing that the company took a personal interest in their personal needs, wants, and values.

Marketers must also take Hispanic consumers’ personal interests into account when directing their campaigns and, for this reason, Power Direct uses data analysis and product modeling to evaluate further the market.  The Hispanic consumer is looking for more than the average product.  In fact, “Crossover Hispanic consumers often spend more than Anglo consumers on personal style items such as high-cost cosmetics and clothes making them ‘fashion-forward’ consumers,” (Armbruster 1).  The average Hispanic consumer wants the high-fashion item that will put them at the top of  the season’s latest trend.  Therefore, the Hispanic community is more likely to spend more than Anglo consumers because they simply want to be a step above the rest in their fashion purchases.  Again, this is an opportunity for yet an even greater revenue opportunity for companies and Power Direct stands by our clients providing the most efficient data provided by our professionally trained data analysts to create the best possible targeted campaigns. Through the use of predictive analysis, the Hispanic consumers’ needs, wants, and desires are met and applied through door to door campaigns.  Power Direct offers a strategy that brings an ad right to the very front door of the consumer, providing a personal connection.  By offering campaigns in the Hispanic market that are directly targeted toward high-priced, fashion forward items, the response rate is sure to be greater.

The Hispanic market has proven itself to be a profitable market to dive into due to their willingness to pay top dollar for fashion –forward items, but this phenomenon is spreading to  younger generations.  Not only have Hispanic adults made up a large portion of the consumer industry but  more often millenials  play  a substantial role in the market as well.  Latino teens have a large influence on the consumer market spending “about $20 billion a year,” (Armbruster 1).  Just like their parents, Hispanic teens are going into the market strong, proving that this community matters.  Whether age 16 or 43, the Hispanic community is hitting the market with a boom.   Power Direct uses data analytics to ensure that these target audiences are reached and that the right door hangers are brought to their very doorstep so as to provide exposure and higher response rates from the Hispanic community.

Even with its definite high value, Power Direct knows that the Hispanic marketing can be quite tricky since this particular community cannot easily be influenced.  This is to say that “Marketing to Hispanics cannot be turned on and off like a spigot.  It takes time to win trust from this closely knit community.  Don’t expect a miracle in a month.  Be committed and consistent,” (Armbruster 1).  However, as a client, one should not give up simply because it is a difficult market to conquer.  The Hispanic market has a lot to offer.  Once this market has been won over, they will begin to gain trust and are more likely to be loyal to brands and companies they trust and value.  To truly become successful in this market, those wanting to gain trust and profit must adhere and cater to the Hispanic community.  It is suggested to “make it a mission to hire capable and completely fluent bilingual receptionists, salespeople and service people,” (Armbruster 1).  Power Direct knows that trust and catering to their clientele is a critical element to a successfully run campaign.  Therefore, Power Direct has highly professional bilingual executives ready to answer questions at any time a consumer wishes to call.  Power Direct provides a phone number on every single door hanger they print for their clients, by which any consumer may call if they should have questions regarding the advertisement and they have hired bilingual staff to assist those in need of assistance.

Although it may seem to be a hard task due to its various elements of detail oriented and customization marketing techniques, routing campaigns toward the Hispanic demographic like Power Direct provides, could prove to be highly successful.  It is true, “a move into the Anglo-plus-Hispanic marketing can be daunting, when done properly it can bring exceptional plus-market share to business,” (Armbruster 1).  Whether the consumer is young or old, the Hispanic consumer is hitting the market with a bang.  It is up to companies to choose the right marketing firm like Power Direct to join together to help target the Hispanic Market and open the door towards creating campaigns that will engage, captivate, and continually peak the interest of the Hispanic community.

 

Works Cited:

Armbruster, Adam. “Add Hispanics Into Your Ad Mix.” Television Week 25.36 (2006): 11. Business Source

Premier. Web. 5 Nov. 2015.

Sometimes It’s Better to be Alone

Print

Making a Grand Entrance for Your Grand Opening

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Grand Openings can be stressful and hard to plan as they involve a great deal of advertising and planning for months on end.  With the stresses of the business itself at stake, the grand opening must come forth with a bang.  Businesses look to advertising agencies to help set just the right campaigns to bring forth as much clientele as possible.  Their goal is to get the business’ name out to the community as fast as  possible and to create a hype so grand that people will quickly flee to the grand opening to see what all the fuss is about.

A grand opening consists of welcoming clients to the very doorstep of the business and to lure them in.  Marketing campaigns such as door-to-door advertising further develop this idea as they bring the very notion of business right to people’s very doorstep.

Door hangers as a sense of advertising for grand openings work for a variety of reasons.  They can be utilized to announce the business’ very existence.  Presence alone can be hard to announce.  Door hangers allow a means by which to announce that a business has been created and will be opening in the near future, thus creating an awareness in the community. The goal is to avoid an unannounced grand opening and “To prevent your new franchise location from becoming yet another failed business statistic, it’s important to tackle the grand opening with advance planning, digital ingenuity and local relevance,” (Bowyer 38).  Without an announcement, individuals might not ever see or hear of such a business until months later or by hearsay.

Grand Openings also create a great way of announcing sales and what better way to advertise this than on a door hanger.  With companies who can customize door hangers size, look, and text- it’s the perfect way to get a buzz going about the business that is about to open. Promoting a sale could be a great way of putting the customer first.  Do just that by putting;

“The individual needs and wants of your local customers at the center of your offer- wherever they might see your business, whatever devices and channels they research and buy, and even the types of content and ads that are most likely to influence them to come in-store to browse and, if you’re planning this right, buy items repeatedly (Bowyer 38).”

It is important to note that allowing the customer to be the center of a marketing campaign can prove to be a highly effective marketing strategy.  In addition, when joined together with door-to-door marketing, the door hanger’s design could be crucial to the suspense and element of surprise it adds to the grand opening itself.   Make sure to “write, design, promote and optimize your content with the mindset that your customers’ local needs always come first,” (Bowyer 38).  Individuals always want to feel that their needs are being taken care of and always want to be amidst anything new and trending.  A fresh perspective and new business adds an element of excitement.

While sales are a great way to announce the grand opening, coupons are another great way to advertise the new business as well.  This can also be easily incorporated on the very same Grand Opening door hanger announcement. One must stop to question, “Is the offer of 20-percent-off the first visit strong enough to convince them to head over to your store on grand opening day?” (Bowyer 38).  If that percentage is not good enough, the marketing campaign or even future planning needs to be thought out further.  Through these coupons and discounts one might question, “could you convince them to return for a second, third or even a fourth visit with the promise of a discount?  These are just a few questions you should ask to make that offer compelling and irresistible enough to consider buying from your store over and over again,” (Bowyer 38).  Coupons give future clientele a reason to believe they will be getting a good deal that they simply cannot miss out on.  Adding the element of the “Grand Opening Event Sale” only further increases this idea that these deals might be a one-time deal.  Thus, coupons and sales announced in these advertisements can be a creative way of generating greater revenue and a higher response rate.

Giveaways are another great marketing tool at these Grand Opening events.  These giveaways can also be announced directly on the door hangers themselves.  People love to get anything that is free.  Announce a raffle giveaway to create an element of excitement.  This will get people wanting to step foot into the business for the simple fact that they might just have a chance of winning a prize.

Giveaways work but what better way to welcome someone to your business or make someone feel at home than to offer them food?  Just as one might find a friend at their doorstep and welcome them in for lunch or dinner, free food works as a great way of bringing in clients.  Yet, another element to add to the marketing campaign.

When running Grand Opening campaigns it is important to note that marketing companies must track all data.  In order to better understand the target audience, marketers must first gather this information from business owners so as to create a successful campaign.  In addition, all data in terms of where the door hangers were sent and the response rates, must be closely analyzed, as these will help in future advertising campaigns.  Grand Openings create a means by which to create new clientele but in order to keep those clients and expand clientele, the data gathered from these campaigns must be kept so as to further appeal to these clients in future ads.

Grand Openings should be just that- Grand!  With these marketing techniques and a few new door-to-door ideas, your new business should open with a bang! Know your market, create offers people won’t be able to deny, bring them right to their door step with a door hanger campaign that will leave them coming back and forth from their door step to yours, time and time again.

 

Works Cited:

Bowyer, Tracey. “Four Steps To Nail Your Grand Opening Marketing

Strategy.” Franchising World (2015): 38-39. Business Source Premier. Web. 28 Sept. 2015.

 

 

Data-Driven Marketing: The Force Behind the Campaign

The word Customers with a target in place of the letter O and an arrow making a direct hit

Data has become the great force behind recent marketing techniques.  As the world of marketing continues to grow, data continues to expand along with it.  It seems that, “No matter the industry or market share, marketers everywhere are stewards of consumer data.  It is our actions and abilities- and care and attention- the enables brands to use all the data we have to delight customers and engage them with our brands,” (Miller, 2013).  It is through the use of data that marketing companies can prove the true relevance of marketing campaigns.  Data is now being utilized in a number of ways.  Some companies have used data to study campaign revenue, return rates, demographic analysis, cost efficiency, etc. Through data analysis, marketers are given the opportunity to enhance their marketing offers to their clients by proving statistical data and numbers proving their campaigns are worthwhile.  Data-driven marketing allows the client and consumer alike to see proven results providing revenue for both the client and the marketers as well.

With this new data-driven revenue, marketers must think about other factors, including Congress and legal matters of that sort.  It is important to note that, “The marketing leaders must think about what Congress is likely to do as relates to our strategies to drive revenue and consumer value, Marketers have to stay connected with their legal counterparts, ensuring that we are complying with their advice and direction,” (Miller, 2013).  Marketers must ensure that the data that is obtained, is done so in a legal manner and that all legal processes and terms are being complied with.  Data retrieval can be very sensitive and marketers must not forget to comply with these rules and regulations to ensure the legality of their campaigns, otherwise compromising their own business and business with their clients as well.  Marketers must legally protect themselves and their clients.

Not only are marketers today concerned with legally protecting themselves, but they are also concerned with protecting their customer data as it is an asset to their company and their clients alike.  Through data-driven marketing techniques, “Marketers today are partnering up with their IT counterparts to ensure that we have the systems in place to enhance and protect our customer data assets, leverage them for deep insights, and operationalize those insights into actions that benefit consumers,” (Miller 2013).  Marketers see the value in data but also see the value in data that is of no use to them.  They strive to keep and safeguard the important data so that their clients and consumers feel well protected.  Clients and consumers alike are more likely to conduct business with a company they can trust and so the protection of valuable data is vital to marketing companies.

By teaming up with IT, data-driven marketing only further increases the consumer experience.  Data and IT are able to team up to create marketing techniques in which the consumer is able to interact digitally with the client’s website bringing an opportunity for higher response rates and revenue.  Data-driven marketing allows IT counterparts to provide mobile services so that consumers can interact via cell phones, allowing an even faster way to connect to the client.

All things considered, data-driven marketing is coming full force, allowing marketers to further enhance their marketing strategies.  With the proper measures, data could further enhance a marketing campaign and lead to greater revenue when combined with the proper marketing strategy.

 

Works Cited:

Miller, Stephanie. “Data-Driven Marketing Is More Important Than Ever.” Direct Marketing News. Direct Marketing Association, 26 Mar. 2013. Web. 13 Aug. 2015. <www.dmnews.com/dataanalyticsa/data-driven-marketing-is-more-important-than-ever/article/286061/>.

Front Door Marketing Outlasts Internet Era

A Long day at work and you come home to a pile of mail full of ads that you probably won’t even give a second look at before throwing them away with the rest of your trash. There’s no appeal. Nothing to catch the eye.

That’s where Power Direct Marketing comes in with its powerful front door marketing strategy. Surely this is not a new idea but even so, front door marketing has proved to be very successful for a number of reasons and here are just a few to consider as oppose to other forms of marketing.

1. With the explosion of the internet over the last decade, advertising via social media has become crucial for many companies. Yet, these ads prove to be nothing more than a nuisance to consumers and are often ignored. The consumer of today has been exposed to so much of this type of advertising that they have learned to either blur or block out these ads as if they don’t exist.

2. Email blasts: this type of marketing ends up in our “junk mail” box and if it happens to make it through, individuals are more than likely to delete the email. Bombarded by the ridiculous amounts of direct ad emails received per day, there simply isn’t a way to stand out.

3. Power Direct offers a service through which your printed materials are specifically designed for each set market, client, and industry. The front door marketing programs are made uniquely to fit the demographic of the region in which they are to be distributed.

4. Unlike email or regular air mail, front door marketing simply cannot be ignored. Front door marketing does stand alone. They stand out and whether the homeowner chooses to admit it or not, they must acknowledge their presence. At the very least, the door hanger is given a glance, which is more than can be said for ads placed in mail.

5. Similar to when an individual misses a package delivery, front door marketing material is hung on the door. Individuals are more likely to read them.

With all options considered, front door marketing is still a very powerful marketing tool. Power Direct offers distribution across the country in various quantities for your marketing needs. In an era where the internet has become everyone’s favorite marketing game plan, take a different approach and watch your sales increase as the results of front door marketing work for you as they have for all of our valued clients.

Direct Delivers Results

Living in a world of media overload, Front-Door Marketing campaigns can generate impressive results.

The Direct Mail Association (DMA) 2013 Factbook reports that 65% of consumers have made a purchase as a result of direct mail.  Moreover, Direct Mail News announced that the average response rate for direct mail was 4.4% for both business-to-business and consumer mailings – quite a bit higher than industry expectations and significantly greater than its electronic mail counterpart at just 0.12%.

In addition to these impressive results, a more compelling fact to consider is that unlike solo direct mail or other direct response media, front-door marketing represents a uniquely visible channel with influential impact for message placement – free of the clutter that appears in the mailbox.

Power Direct is the leader in Direct-to-Door Marketing and proud to have helped leading national and regional brands achieve their goals. Front Door Marketing can be executed in any market across the country, at CPM’s less than solo direct mail, and with better response rates than newspaper, magazines, and shared mail.

Are you using the best medium to meet your objectives?   Broaden your reach beyond broadcast, email and the mailbox with a targeted front-door marketing campaign.

 

 

3 Steps to a Better Targeting Plan

Photo by cliff106We’ve talked about targeting in the previous post and how it’s done for a front-door campaign. In general, though, leveraging available consumer information, whether third-party or in-house, is one of the most important steps in a campaign.

Here, we share three steps you can take to creating a better targeting plan for your next campaign.
 
1. Start with the right strategy
Take a moment to understand how you are reaching your customers. If it’s through the front door, then evaluate whether your message will resonate in the same way that it does via a television commercial. Ask questions: What do we hope to achieve? Can we make a unique, high-value offer specifically for the front door? Is the offer compelling enough to drive ideal customers to action?
 
2. Leverage existing customer information
Many brands already have well-developed customer profiles, created from either internally managed sources or response data from previous campaigns. Leverage this information to create a unique profile for your campaign. Doing so will allow you to identify any new learnings from the campaign and enables you to track these customers and their behaviors more accurately. Furthermore, data modeling of this customer data can help find “look-alikes” and even predict future behavior.
 
3. Add other quality data sources
If you don’t have years of curated internal customer data, then use third-party resources. Resources like Nielsen Claritas, Simmons, and the US Postal Service provide demographic, behavior, and purchasing data that helps you further understand your target audience. Also, be certain to use up-to-date information, such as in the case of the Census demographic information.
 
What are some other ways you’ve improved your targeting plan? Share with us your ideas in the comments below.
 

Are You Targeting At the Right Level?

A look at  DMA, zip code, and block group level targeting

Can you visualize who receives your marketing message? Is it 10,000 people or just 100?

Prior to the skillful targeting capabilities applied today, front-door media, like other many other media, was delivered based on zip code or even DMA market saturation. That meant everyone within a zip code (approximately 13,000 households) or a market would receive the same media message regardless of demographic importance or project objective. However, by abandoning this type of approach and moving to the use of US Census block groups — census-defined territories consisting of 100 to 400 households–marketers can now define and execute extremely targeted distributions.

How targeted are we talking about? Here’s a simple map illustration of the difference between targeting at the DMA, zip code, or block group levels.

DMA-ZipCode-Block-Group

And here’s a more detailed look at the difference between the zip code and block group levels.

Block-Group-ZipCode

How are you currently targeting your ideal customers? Is your message targeted enough to help achieve your marketing goals?

So Long Average Joe, Hello Targeted Consumer

Segmentation and Targeting Make the Most of Today’s Diverse Audience

The term ‘Melting Pot’ has been used for some time to describe the makeup of the United States but has never before been more descriptive of today’s diverse population. With 2010 Census figures released this summer, many are speculating the growth of various ethnicities, age groups, familial status, etc. For marketers, this means figuring out what the new data will mean and how it will affect marketing efforts for years to come.

Effective data targeting can help you find your best prospects in a sea of consumers.

One thing is clear – ‘one size fits all’ messaging has no place in achieving real marketing goals. Census data and obvious societal changes over the last half-century represent not only the demise of the ‘average American,’ but also the resulting critical focus on segmentation in effective marketing. Knowing all there is to know about your customer is what it takes to be relevant with messaging and find the best ways to reach an audience.

Thoughtful analysis of segmented data predicates development of defined target groups that take into consideration not only who your best prospects are, but where they live and the probability that they will be moved to purchase your product or service. 

With PowerDirect’s front-door marketing approach the best prospects are identified and used to determine the most effective distribution strategy.  Geo-demographic clustering information and complex data are applied to identify and further segment the best prospects.  These groups can be targeted in much smaller units, based on “block groups” of about 400 households instead of entire zip codes.  Digging even deeper, custom profiles can be created using Census data, purchase behavior and lifestyle segmentation to identify clusters of homes that will in turn deliver the highest response rates on a campaign’s objectives.

Are you still trying to reach the ‘average Joe’ or are you honing in on your true targets? Are you taking advantage of segmentation methods that can be used to pinpoint your ideal customer’s front door?