Industry News | August 11, 2011

PowerDirect Markets to Hispanics via Front Door

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PowerDirect Marketing today announced increased client demand for its innovative front-door marketing capabilities in engaging the culturally-diverse Hispanic marketplace. Recent Hispanic front-door marketing campaigns have been deployed by PowerDirect for clients including Clorox, Hillshire Farms, and Fingerhut. Front-door marketing represents an uncluttered, highly-visible avenue for message placement – and provides a vast and largely untapped channel for Fortune 500 brands to deliver personalized, special treatment to their target audiences.

Front-door marketing is growing in use based on its ability to reach precisely targeted Hispanic market segments whose country or place of origin (such as Mexico, Puerto Rico, or Cuba) typically affects similarities in dialect and cultural traditions. The capacity to distribute motivating incentive promotions (characteristic to front-door campaigns) is a boon to marketers – essential for reaching a value-conscious Hispanic consumer base and amplified by the word-of-mouth communication inherent to many Hispanic communities. These factors are driving marketers to further embrace front-door marketing, engaging Hispanic consumers effectively with targeting and value. Door hangers remain a popular choice, made today in high quality, oversized formats designed to get attention.  Polybags, and courier packaging. Other creative approaches are also available, including scratch-offs, affixed gift cards, or even sensory options such as sound, scent, or taste.

“While increasing in number, wealth and spending power, many Hispanics tend to live in larger families within close-knit communities, readily sharing product information and brand experiences with friends and family members,” says Barry Gilbert, vice president, marketing, PowerDirect. “At the same time, we’re still in a tough economy. Hispanic consumers along with the general population continue to place importance on getting the most for their money, actively seeking financial and trial incentives such as coupons, free product samples, and discounts. These factors – coupled with the ability to reach specific Hispanic consumer segments not only in concentrated regions such as California, Florida, Texas, and New York, but also in relevant neighborhoods across the country – significantly expands the benefits of the front door as a powerful Hispanic marketing and media channel.”

 

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