Introducing Products in the Hispanic Market

July 26th, 2011 by

Sending a sample is still one of the best ways of introducing products in the Hispanic market. Marketing expert Alberto Ferrer calls sending samples a “1+1=3 proposition” for engaging U.S. Hispanic consumers.

“Sampling via mail is at the intersection of two well-performing tools in marketing to this very valuable consumer,” says Ferrer, managing partner at The Vidal Partnership, a New York–based Hispanic communications agency.

Ferrer’s shop has found that direct mail targeting Hispanics outperforms equivalent mail targeting non-Hispanics. And, he says, sampling allows the audience to try something new without worrying about the cost.

To be sure, there are unique challenges facing marketers interested in mailing samples to Hispanics. There are varying acculturation levels and language preferences to consider. But it’s a worthwhile investment. According to market research firm Packaged Facts, Hispanics have a collective buying power of more than $1 trillion.

Lots of Options on Hispanic Lists

Dataman Group’s Ethnic Insight Lists allow marketers to reach Hispanic households by surname, country of origin, ethnic group and even the level of assimilation. Marketers who are introducing products in spanish language can select a list of spanish speaking or bi-lingual households.

The Hispanic market continues to grow. Marketers need to focus on this market and fine tune their list strategies to reach the right Hispanic households for their sampling efforts.

Marketers always need to remember to select the right demographic market for the product. For example, a business can select list of Hispanic households with children. Then they can begin to focus on introducing products in the Hispanic market for that specific market group.

Dataman Group’s Hispanic Houshold mailing list offers businesses the ability serious fine-tune their market.

Click HERE to see updated statistics from 2019

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