Pending Census Results Expected To Renew Focus On Hispanics
NEWPORT BEACH -- PowerDirect Marketing today announced growing client demand for its innovative front door marketing capabilities in reaching the Hispanic market. 2010 U.S. Census data is set to be released over the coming months – the U.S. Hispanic population is projected to hit 50 million, maintaining its stature as the nation's largest ethnic or racial minority. Seeing the significant growth and spending potential of this audience, Fortune 500 brands in industries such as retail, consumer packaged goods, financial services, entertainment, restaurant and others, are leveraging PowerDirect's strategic front door marketing and media solutions to connect with this complex market segment.
"The Hispanic audience is not only increasing in number but also in wealth and economic influence. Smart marketers are recognizing this and turning to Hispanics for brand growth opportunities," said Barry Gilbert, Vice President, Marketing, PowerDirect. "But subtle nuances exist and cultural relevance matters. Front door marketing provides an excellent avenue to reach this multifaceted audience with targeted messaging and delivery playing an important role." U.S. Census data is currently being tabulated with much of the data on Hispanics slated to be announced this summer. In addition to the expected growth in population and affluence, the Hispanic consumer also has a growing affinity for couponing. A 2009 SMRB report states that six out of 10 Hispanic households use coupons, and a recent ADVO study found that 74 percent of Hispanics who prefer Spanish language advertising say they use coupons and would use them more frequently if they received more of them. The increasing popularity of coupons among Hispanics presents a significant marketing opportunity for manufacturers and retailers. By developing culture-relevant promotional programs – with a tailored, well-branded and pertinent coupon or offer delivered to the front door – marketers can engage Hispanic consumers to take action immediately. PowerDirect has made the Hispanic audience a priority and has assigned greater resources specifically to Hispanic strategies on behalf of its major brand clientele. "As more companies recognize the potential of the Hispanic market, new and current clients are coming to PowerDirect for guidance in developing and deploying front door marketing programs to engage these increasingly important consumers right where they live," added Gilbert. "We understand that 'family' is central to this group, and 'neighborhood' and 'community' are an extension of that relationship. Front door marketing is unique in its grassroots ability to increase brand visibility throughout the household and amongst friends." Power Direct has worked with a number of top-level brands – including Kohl's, LALA Foods and McDonald's – on Hispanic front door marketing initiatives as part of their overall marketing programs. About the Science of Front Door Marketing Incorporating quality at every phase, PowerDirect executes front door marketing campaigns featuring targeted consumer profiling and geo-targeting, nationwide distribution, and guaranteed delivery auditing via GPS technologies. Strategic thinking and a scientific approach are deeply ingrained in the operations and data analytics used to define targeted recipients, developed by combining customer data with syndicated data from high profile sources such as MRI, Simmons, Nielsen Claritas and Experian. Precision targeting is supported by superior execution, auditing, monitoring and metrics. PowerDirect's scientific, technology-based approach enables a valuable strategic channel for Fortune 500 brands – hand placing an impression of quality in a location where residents interact with the message and have a high percentage of response. About PowerDirect PowerDirect offers technology-based front door marketing services and strategies, developed to influence consumers through the uncluttered and highly-targeted environment of the front door. Nationally or neighborhood by neighborhood – advertising, coupons, product samples and promotional messages are delivered directly to the right door at the right time. Innovated as the 'Science of Front Door Marketing,' PowerDirect achieves measurable results for its major brand clientele through technology-based processes and proven direct response tools and methodologies. PowerDirect's Fortune 500 brand and agency clients have access to relevant creative, precision targeting, superior execution, auditing, and verified delivery information.
