Taking the Plunge into the Hispanic
Market
After several years
on the company’s marketing and media back burner, a leading
national skin care marketer finally decided to invest in a Spanish
language advertising campaign to acquire Hispanic customers.
The strategic decision was made to hire a recognizable Spanish
speaking spokesperson, produce a series of in-language spots,
buy time on Hispanic broadcast and cable television and radio,
and hire a leading Hispanic sales and customer service contact
center to help support the front and back end of the marketing
effort.
In one fell swoop, this marketer overcame fears over the potentially
high media cost of acquisition of a Hispanic customer and Hispanics’
ability to pay for purchases (conversion of calls to sales).
While not yet ready to make any of the top Hispanic advertiser
lists, in short time, this marketer has quickly discovered that
by optimizing its media mix (stations, times of day, frequency)
and contact center initiatives (training, incentives, data analysis),
the skin care and the larger health and beauty category are
major plays in the US Hispanic marketplace, and that metric-focused
companies can meet or decrease their costs of acquisition and
enjoy Hispanics as loyal and profitable customers.
In advertising to Hispanic, whether it be skin care or other
important industry verticals, it is critical to select a contact
center that is able to provide best-in-class in-language tele-sales
and customer service options. The contact center is a vital
component whose success or failure in interacting with Hispanic
consumers contributes in an important way to marketers’ costs
of acquisition, customer lifetime value, and loyalty.
Neal Topf is the President and Co-Founder of Callzilla
LLC and can be reached at: ntopf@callzilla.net.
Callzilla, the contact center supporting this skin care
marketer’s Hispanic market initiatives, is a new member of AHAA.
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AOL Releases Latest Study of Hispanic
Online
 For
years, marketers have struggled with the complexities of the
Hispanic market. Given the remarkable growth of their population
and subsequent rise in purchasing power, AOL wants to help marketers
and agencies understand the changing Hispanic market in order
to improve advertising performance with this segment.
As part of the process, AOL Advertising partnered with the consulting
group Cheskin to conduct research about how Hispanics are using
the internet in their daily lives.
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The I-COM (International Conference on Online Media Measurement)
under the support of AHAA and other leading associations from
across Ibero-America announces the 1st I-COM Ibero-America Regional
Summit from the 19th governmental Ibero-America Summit in Lisbon
whose theme is technological innovation.
The event will take place on March 10-13th, 2010 as part of
the I-COM Global Summit at the Hotel Palacio Estoril, Portugal.
“AHAA is anticipating the upcoming I-COM Ibero-American Summit
in March with excitement,” said Matias Perel, AHAA I-COM Representative.
“We feel that there are potential opportunities that can be
realized by stimulating understanding and cooperation in the
Ibero-American region. Given the rising importance of Online
Measurement, the I-COM Ibero-American Summit is quite timely.”
For more information on the conference CLICK
HERE.
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Making Contributions to Fund Scholarship
Program on Behalf of AHAA Agencies
This year marks the 15th Anniversary for DCAProSearch, an
executive search firm in Dallas specializing in the area of
Hispanic advertising professionals.
DCA has been servicing the Hispanic advertising industry since
it’s inception in 1995 and has placed many of today’s leading
industry experts within the country’s top Hispanic advertising
firms. Throughout the years, DCA has experienced a great deal
of support from AHAA member agencies and wishes to give back
by growing the talent base via a scholarship fund for future
stars in Hispanic advertising and marketing.
During its 15th Anniversary year, for every hire from an AHAA
member agency, DCA will make a contribution toward a scholarship
fund for Hispanic students majoring in advertising or marketing.
The two organizations that have agreed to set up the fund are
Florida State University (working with Dr. Felipe Korzenny)
and The Hispanic Scholarship Fund, two . organizations that
AHAA has recommended. Doris Aguirre, Principal of DCAProSearch,
announced the fund in conjunction with the celebration of the
firm’s 15th Year Anniversary as a way to say “thank you” to
the AHAA member agencies that have been so supportive throughout
the years. “What better way to express our gratitude, than by
growing the talent base within this great industry”, added Aguirre.
The contribution will be made in Honor of the hiring agency
with special recognition from their preferred organization.
To learn more about DCAProSearch, you can visit: www.dcaprosearch.com
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