Interesting Examples of Hispanic-Targeted OOH Ads
Posted by Alberto Ferrer on Jun 5, 2009
On my way to the office this morning, as I looked out the window on the train, I saw an OOH/Transit board for Continental Airlines targeting Hispanics. My first thought was “congratulations, Continental, for getting the word out among Hispanics!’ Then I read the ad and thought even more of it. The copy reads “Si [...]
Does Recession Beget Consolidation? When myopia displaces reason
Posted by Alberto Ferrer on Mar 28, 2009
In trying economic times like the ones in which we now find ourselves, knee-jerk reactions abound. The power of the mighty dollar (or better said, the might of saving dollars) makes many generally-reasonable people make unreasonable decisions. Some people purchase failing financial institutions. Some others slash marketing budgets. Yet others take money out of their [...]
A Hispanic-Targeted Site Is a Need-to-Have, Not a Nice-to-Have
Posted by Alberto Ferrer on Mar 18, 2009
This very challenging economic climate (to put it mildly) is making otherwise rational business people make some misguided decisions. In the now-in-fashion-more-than-ever hunt for saving money, those in charge are looking everywhere for savings. On the one hand, I understand that when business realities call for leaner expense budgets, changes need to be made. On [...]
Hispanic Market Mobile
Posted by Alberto Ferrer on Jul 25, 2007
A Forrester Research study of Hispanics and mobile phones points to the fact that Hispanics significantly over-index in their consumption of mobile data services. The data sheds some light into Hispanic consumer behavior with mobile phones. Here are a few excerpts:
30% of Hispanic adults with cell phones use mobile data services versus 21% for the [...]
Hispanic Consumers Love Direct Mail
Posted by Alberto Ferrer on Jul 7, 2007
The Direct Marketing Association’s (DMA) 2006 Hispanic Market Survey underscores the fact that Hispanics as a whole are very receptive to direct mail, substantially more so than general market consumers.
Specifically, the factoids noted are as follows:
71% of Hispanic consumers indicate that they read direct mail
70% of Hispanic adults who speak Spanish at home said they [...]
Don’t Forget the Back-End Processes
Posted by Alberto Ferrer on Jun 8, 2007
When bringing clients into direct marketing to Hispanics for the first time, I have long advocated an approach that can be summarized as “start from the back and work forward.” Essentially, it calls for building the infrastructure that will support the program before media and creative are even explored.
That means looking at the existence of [...]
