DIRECT CONNECT QUARTERLY - Your Direct Connection to Direct Response Industry Experts! Expanding further into the Market with the opening of a New York Sales Office By Alexis Rosenberg, Marketing to Hispanics in a Down Economy By Angie Scheribel, So what about RADIO? By Jill Albert, Tips for Getting Great Testimonials By Rick Petry, direct response marketing, direct response, direct response ads, direct response agency, direct response agencies, direct response copywriter, direct response tv, direct response companies, direct response media, direct mail advertising, direct response television, direct marketing, direct mail marketing, direct mail response, direct response advertisers, direct response media buying, direct response radio, direct marketing agencies, advertising agency, direct marketing agency, ad agency, direct marketing services, direct response company, direct response ad, drtv advertising, direct mail, direct advertising, media buying, direct marketing advertising, television advertising, direct response copywriting, marketing and advertising, direct marketing companies, advertising agencies, direct response campaign, direct response consulting services, direct mailing lists, direct marketing consultant, drtv, media buying agency, direct marketing company, creative direct response, advertising, radio advertising, direct response advertisement, copywriting, direct response marketing company, magazine advertising, direct response print, direct mail copywriting, direct marketing strategy, media planning and buying, direct mailing, newspaper advertising, marketing, direct mail response rates, media planning, direct marketing campaign, direct response technologies, advertising copywriting, direct mail response rate, promotional advertising, advertising strategy, advertising campaign, advertising company, direct marketing association, direct response services, business marketing, direct response uk, direct television, direct response communications, direct response group, direct response magazine, direct response commercials, direct response copywriters, subliminal advertising, direct response industry, direct response interactive, direct response campaigns, direct response clients, subliminal messages advertising, direct response rates, advertising ads, marketing advertising, grey advertising, advertising techniques, direct response firms, direct response promotion, direct response commercial, direct response inc, direct response business, creative advertising, direct response sales, effective advertising, direct response market, public relations advertising, advertising awards, advertising strategies, advertising commercials, alcohol advertising, billboard advertising, advertising media, print advertising, advertising companies, commercial advertising, direct response rate, advertising examples, product advertising, brand advertising, advertising branding, advertising firms, advertising communications, advertising costs, advertising in india, interactive advertising, advertising campaigns, advertising planning, chicago advertising, advertising industry, global advertising, advertising sales, advertising research, outdoor advertising, worldwide advertising, advertising cost, business advertising, advertising advertisement, pr advertising, advertising communication, promotion advertising, market advertising, advertising rates, toronto advertising, advertise advertising, consumer advertising, statistics response

The best opportunity for increasing return on your advertising investment right now is the Hispanic market.

If Hispanics are not on your marketing radar, the chances are you’re a few steps behind your competition. The U.S. Hispanic population is growing at a rapid rate and their buying power is growing with them.

According to Hispanic Market Weekly (March 2, 2009), Hispanic purchasing power has reached $980 Billion and is expected to climb to $1.3 Trillion by 2013. They are the fastest growing group in the U.S. accounting for 50% of this decade’s US population growth. With a population of 46 Million today Hispanics are expected to be a full 20% of the U.S. population by 2020. The community’s purchasing power represents the ninth largest economy in the world- larger than the GNP of Spain, Mexico, or Brazil, according to the Hispanic Association on Corporate Responsibility

More and more advertisers have been seeing the need to reach this growing segment of the population. From 2000-2004, Hispanic directed budgets from the top 50 advertisers grew 87% (from $658 Million to $1.23 Billion). Major advertisers such as Proctor & Gamble and McDonalds have continued to increase their spend in the Hispanic market, and have seen continued returns for their investment. Hispanics are generally known as being very brand loyal, and see companies like McDonalds as being invested in the Hispanic market for the long haul because of their advertising efforts. Enormous numbers of household and personal products find Hispanics a 30 to 50% better prospect to make a sale.

However, while Hispanic buying power now represents 8.9 percent of total U.S. purchasing power, according to the Selig Center for Economic Growth at U. Georgia, the HispanTelligence report from December 2004, finds U.S. Hispanic advertising dollars only account for 2.2 percent.

During tough economic times, advertising is less about how much you spend, and more about how effectively you spend. Hispanic advertising is considered ‘targeted’ and therefore is starting to see more attention from advertisers who haven’t previously looked to advertise in the Hispanic marketplace.

From a strictly financial standpoint, Spanish-language media is still more affordable than general market media, allowing companies to optimize ad expenditure and return on investment (ROI). Another reason that advertising to Hispanics makes sense is that Hispanic households tend to have larger families and in tough economic times, family still comes first. 55.1 percent of Hispanic households have 4 or more members with a high incidence of children and teens. In an economic crisis, especially in the Hispanic marketplace, spending on kids is last to go. Partially due to the large household size, Hispanics tend to spend more per household than non-Hispanic homes, 10% more on food, 12% more on telephone services, and the list goes on.

From a strictly direct response standpoint, why does advertising to the Hispanic market make sense? There are many reasons, even beyond the statistical facts from above. Here are a few:

For example, on the Hispanic airwaves today, there is a product called ‘Te Chino,’ or ‘Chinese Tea,’ that sells itself as an all natural weight loss help. The tea has no particular backing behind it, and is no different from a diuretic tea you may find at the grocery store. But, this product, that can’t even get approval to run on the major Spanish-language networks, has been in the Hispanic marketplace and has sold like hot cakes for years now. Another example is some of the charitable organizations seen on Spanish television today. The pleas are so emotional and speak so deeply to the Hispanic audience that they can’t fathom not giving $19/month to help a starving child. This is why these charitable organizations have found success for years and years partnering with Hispanic donors.

In today’s economy when every advertiser needs more bang for their buck, the Hispanic market really should be given a second look. If you are not there now, there is no better time to start. If you are, are you doing enough?