MARKETING PLAN AND CUSTOMER CONTACT COMPARISONS

Going beyond the marketing plan we highlight specific Hispanic executional requirements to meet the in culture direct marketing objectives. Essentially, this is a precise recap of what has to be done differently and may include:

Payment methods
Fulfillment materials
Collateral materials
Customer Service

MARKETING PLAN DEVELOPMENT

Consumer Insights
Existing Customer Analysis, Including Hispanics
Target Audience
Competitive Assessment
Category Analysis
Opportunity Identification
Positioning
Marketing Investment and Financial Analysis
Product Lifecycle Assessment
Product Development

MARKET RESEARCH AND ASSESSMENT

Hispanic Population
Growth Rates
Income Levels
Country of Origin
Age
Regionality
Language Preference
Acculturation
Media Consumption
Purchasing Behaviors

CAMPAIGN PLANNING AND EXECUTION

Hispanic creative concepts, briefs and execution
In Culture creative
Media assessment and selection
Campaign production
List selection, data analysis and merge purge
Fulfillment and Customer Service
Campaign analysis including cost per order,
Profitability measures and ROI

HISPANIC DIRECT MARKETING INFRASTRUCTURE SUPPORT

Website Development
Telemarketing, inbound, outbound, offshore, domestic
Package Inserts
Databases and Vertical Lists
List Brokers
Effective Translations or Transcreations
Media
Campaign Production, All Hispanic Media
Research
Internet
Population Identification and Mapping