Hispanic DRTV Best Practices

Celebrating Hispanic Heritage Month September 15 through October 15

With Hispanic Heritage Month in full swing, it's a good time to point out some facts on the Hispanic market and best practices to use when targeting this expanding, evolving market.

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The Hispanic market continues to explode….

  • As of 2013, Hispanics make up 17% of the U.S. population, totaling 54 million.
  • More than half of the total population in California, Florida and Texas is Hispanic.
  • In 22 states, Hispanics are the largest minority group.
  • In 17 states, 20% of the public school kindergarten population is Hispanic, up from 8 states in 2000. 

Targeting the Hispanic market through direct response television, or any other medium for that matter, should be considered culturally, not on language alone. But language is incredibly important for obvious reasons. The choice of language to use in a commercial and for media placements will largely depend on the target demographic of the audience – Millennials? First-generation? Second- or third-generation? Most Hispanics still prefer to speak Spanish in the home and consume their media that way as well, even if outside the home English is spoken more often.

Best practices for advertising to the Hispanic market:

Speak The Language

  1. Spanish-speaking/bilingual telemarketing agents are key. Hispanics will feel more at ease sharing their information and ordering. Live agents are more successful in conversion vs. IVR’s.
  2. Hispanics like ads 51% more if viewed in Spanish vs. English.
  3. Hiring Spanish-speaking talent to deliver the script resonates 30% better with Hispanics.

Embrace The Culture

  1. Cultural fluency is even more important than language.  Take the time to understand who they are and what they represent: family, music, food, religion; media that reflects the roots, country of origin, community, values and aspirations.
  2. Hispanics are sustaining their culture rather than assimilating:
      • 9 out of 10 Hispanic parents and parents-to-be want their children to be able to speak Spanish, even though they also want them to be fluent in English.
      • There are more than 100 Hispanic-focused broadcast and cable networks today – proof the Hispanic culture is here to stay and continuing to grow.
      • Hispanic adults say they want to be more Latino (31%) or bicultural (60%) than they are now, they like telling people from other cultures about Hispanics (75%), and they speak to their closest friend in Spanish (51%) or both English and Spanish (24%).

If you’re not considering a Hispanic component to your advertising, you're missing a big opportunity. There's never been a better time to tap into this vibrant culture and rapidly expanding market.

Get more interesting facts on the Hispanic audience here.

Beth Fritz is VP/Associate Media Group Director at Eicoff, one of North America's largest DRTV agencies.

Paved With Good Intentions

"I'm going to..."

Who hasn't uttered these words, followed by, well...not doing whatever succeeded this well-intentioned phrase. Work out regularly. Eat healthy. Read more. And so on. Heck, the word itself, intent, drips with unfulfillment. Because let's face it, if you took action you wouldn't need to intend anything, you'd have Just Done it. So to speak.

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So why then all the hoopla around a performance metric called purchase consideration?  Consideration is even a step more vague than intent. It sounds to me like an I.O.U. from that dead-beat college friend; he fully intends to pay up, but everybody knows somehow he'll never get around to it.

The author acknowledges that purchase consideration is fleeting: "What this doesn't show you, because we're looking at this only two days after the Super Bowl, is how long that purchase consideration lasts." Which is to say the longer you go without acting, the less likely you are to ultimately act. If we accept that as true (and Mr. Marzilli is way smarter than me, so...) why shouldn't the goal be to motivate an actual purchase, or at least a tangible step towards a purchase, right then and there?

Indeed. Which brings us to the world of don't-wait-do-it-now direct response TV.

Purchase consideration amounts to bupkus here. In the world of DRTV, it's all about how much did it cost to secure a lead, a sale, an application. It's about how many did we move yesterday. This is where purchase consideration and intent turns into measurable results before you can say "and that's not all." (Truth is, nobody says "and that's not all" anymore. Well, almost nobody.

I'm not suggesting brand advertising isn't a productive endeavor. Far from it. Some of my best friends are brands. I'm just uncomfortable with the unpredictability. When you're accountable for business results, all the thoughtful consideration and good intentions don't amount to much. Consider this: I had every intention of getting this blog posted a week ago. So there you go.    

Mike Powell is Executive Creative Director at A. Eicoff & Co., one of North America's largest DRTV agencies.