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.

 

 

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.
 

Shopping: the Cure for the Summertime Blues

Whether you’re prepping for summer vacation or back-to-school, now is the time to save big 

Mass retailers like Kohl’s, Macy’s and Target are looking to move summer merchandise fast to make way for their fall offerings.  In addition to slashing prices, retailers across the country are attracting customers out of the heat and into their cool, air-conditioned stores with front-door marketing.  So what are your customers waiting for? Help them decide that it’s time to pick up that super cute bathing suit they wanted back in April, not only at a sale price but perhaps at an even deeper discount in the form of an attention-grabbing coupon right on their doorknob.  

With a high-value retail offer waiting at the front door, brands have the opportunity to get the attention of parents who are busy juggling summer activities and priorities.  And while more families are taking ‘staycations’ to save on gas and lodging, that doesn’t necessarily mean they aren’t trying to beat the heat in the latest summer fashions and accessories. With a big need for shorts and tank tops but little room for big splurge, consumers are looking to brands that appreciate and respect their position.  Retailers must in turn attract consumer dollars more creatively and at every strategic opportunity.

Front-door marketing can be executed quickly and easily to drive response with a compelling offer that gets consumers to act.  With a start to finish timeframe of as little as two weeks, retailers can have their branded message delivered to the front door of some of their best and most promising customers.               

What are you doing to get shoppers into your store during the lazy days of summer?

Tapping into the New Normal

Value-Conscious Americans are Driving Marketers to Adapt

Wide-sweeping financial, economic and even political issues impact American life today, inspiring ‘a new normal,’ or permanent changes in consumer thinking based on the recession and economic challenges.  In actuality, consumers are embracing a series of ‘new normals,’ including dramatic changes in the way we think, act, plan, shop, spend and save.  Americans are adapting and marketers must follow suit. These trends represent a significant opportunity for marketers to move well beyond grabbing someone’s attention, and instead deliver usefulness and value. 

"New normal" consumer habits like penny-pinching continue in the post-recession economy.

Shoppers are seeking value as a priority, paying cash for necessities, foregoing credit cards, searching for discounts and putting money in the bank as the rule rather than the exception – courtesy of the recent recession. Spending is more cautious, with consumers looking for deals, using coupons and actively focused on getting the most for their money.  In turn, trimming advertising and promotion budgets is part of the new normal for marketers, who now must turn to more streamlined, targeted, ROI-based practices.

The current marketing climate is ripe for alternate strategies such as front door marketing, using the same targeting tools routinely applied to more crowded media venues – yet providing a quiet, uncluttered environment to offer value and build ROI with an intelligent, response-driven mechanism.  The call to action on the front-door marketing piece attracts the attention of the recipient by proving to be remarkably worthy. Gift cards, sweepstakes, tear-off offers, and sensory marketing with sound, scent or taste are available options, and represent a highly-strategic, savings-based approach suited to major brands and promotions.

The recession may be showing signs of recovery, but many economists predict that most of the changes in our spending habits, initially seen as temporary, have taken hold for the long term.  If consumer behavior has truly evolved on a socio-economic level, what are you doing to meet or exceed a consumer’s expectation of value from a favorite brand?  Are you tapping into the front-door marketing channel to deliver savings to your best customers?

Using the Front Door to Meet Cable Subscriber Goals

Front-Door Marketing Helps Increase Customer Acquisition, Retention and ARPU

Photo courtesy of redjar via flickr.com

In nearly every aspect of life, economic concerns and a rapidly evolving landscape are causing consumers to make spending choices cautiously. Yet even so, IDC’s recent report on U.S. Consumer Fixed Broadband Services forecasts consumer demand for fixed broadband services to remain strong. The market is expected to increase by nearly 13 million new consumer broadband subscriptions before 2015, even amid economic challenges for the industry. This anticipated growth is great news for cable providers, but capturing market share is clearly a tricky proposition that will take some creative thinking and smart marketing.

Leading cable providers such as Comcast, Time Warner and Cox Communications have leveraged front-door marketing’s sophisticated data intelligence, high-quality physical media, eye-catching creative and an attractive offer to meet a variety of marketing objectives. Front-door marketing has the ability to attract new subscribers, while working to recapture subscribers who have “cut the cord,” downgraded their service, or may be in the market for bundled services.

Consumers may be just plain tired of scrimping and saving – driving interest in minor indulgences such as affordable access to cable services for home entertainment and communication. But making cable affordable is just part of the equation. The ability to get the right message to the right audience – whether it is a limited-time offer, special pricing promotion, free trial period (premium channels) invitation, tiered package offer, or other subscriber incentive – is critical to gaining market share.

Front-door marketing is proving highly effective in this arena, delivering special offers and promotions to meet new customer subscription goals and increase average revenue per user (ARPU).  Are you efficiently and effectively reaching the consumers in your subscriber area with relevant services and ‘can’t miss’ offers?

Deal of the Day?

Random Deals Have Their Place – But Targeted Offers are Often the Better Deal, Both for Consumers and Major Brands

Groupon's deep-discount model is enticing, but offers are not always relevant.

The appeal of a deal that is just too good to pass up can be, well, difficult to pass up. And a new one every day may sound great in theory – but that sweet price break is not always a highly relevant offer. More accurately, it is rarely relevant.  Daily deal websites such as Groupon, Living Social and Gilt may entice the saver in all of us, but as they fill up email boxes, text messages and Facebook pages, the subscriber may begin wondering what they really signed up for.

From the marketer’s perspective, Groupon charges a comparatively high percentage of the pre-paid coupon’s face value.  This model is only ideal when the marketer’s product has a very high margin (like services such as spas) or needs brand awareness that is too costly to develop through other channels (e.g. small, unknown, local businesses). Larger retailers such as restaurant chains, major retailers and brand manufacturers have slimmer margins, are better known and just don’t need to widely offer such deep discounts.

Are there better options? While daily deal sites are still proving their usefulness, there are alternatives that are highly targeted, provide significant value and cost the consumer nothing up front.  One such method is front-door media – used by major brands like McDonalds, Kohl’s, Home Depot and Best Buy to bypass the mailbox and get the right message of value directly into the hands of their target shoppers. Similar to the daily deal sites, the discounts are significant – often in the neighborhood of 50 percent off or more – but unlike those sites, the offers are highly targeted and meant for the recipient based on a variety of factors such as demographics, lifestyle segmentation, consumer behavior, ethnicity and consumer buying power. Front-door marketing is not a new tactic, however it’s more sophisticated than ever, and effectively poised to drive traffic and purchase decisions as part of an overall marketing program.

Are you considering new, untargeted and unproven methods to increase sales? Will the end result warrant the investment? Shouldn’t a major brand like yours be speaking directly to your customers with branded offers delivered directly to the front door?