CoolSavings launches new Hispanic programme
The online direct marketing firm, CoolSavings, has launched a highly targeted new programme to reach consumers in the US who want to receive offers and product details aimed at Hispanic audiences. The firm expects almost half a million Hispanic households to join its direct marketing programme each year.
The significance of the Hispanic market is not lost on most marketers: These are households that are hard to identify in most other media. The annual CoolSavings Hispanic hotline is estimated to reach 10% of online Hispanic households in the US.
According to Ken Treske, chief marketing officer for CoolSavings, many companies are recognising the value of marketing to this fast-growing and economically powerful segment of the population.
The Association of Hispanic Advertising Agencies, for example, says that Hispanic households purchase over 200% more than the average US household, in categories such as children's over-the-counter medications and diapers.
CoolSavings will be targeting household-level data for each consumer, including geo-demographics and gender information. For example, a direct marketing campaign for a manufacturer could target Hispanic consumers physically located near retailers that carry its products.
In addition to its Hispanic Marketing programme, CoolSavings has launched comparable programmes for African American and Asian American audiences.