The Hispanic Marketing Industry; Latin-Pak - Past, Present and Future

    /24-7PressRelease/ - CHESTERFIELD, MO, September 15, 2007 - Past:
Twenty years ago, the Hispanic Direct Marketing Industry was virtually nonexistent. In most market share scenarios the small Hispanic population was placed in with general market programs. As a result, the buying power and trends specific to the Hispanic market segment were not tracked. However, the Hispanic population in the United States was just beginning to blossom.

About twelve years ago, the Hispanic Marketing Industry was just beginning to take place. At this time, Latin-Pak was founded to specialize in reaching Hispanic households through direct marketing. Latin-Pak has witnessed surges in activity among many different industries, including residential phone service, consumer packaged goods companies, Satellite/Cable companies, and pharmaceutical companies. Although each of these industries have considerable unique product offers and value proposition, many trends specific to the Hispanic population have emerged and have been successfully tracked by Latin-Pak.

Present:
Today, the small, seemingly insignificant, Hispanic population of 20 years ago has more than doubled in size. Hispanic consumer population in the United States now numbers over 45 million, which is fifteen percent of the U.S. population. The Hispanic Marketing Industry is burgeoning as unique and consistent trends are now establishing themselves.

There is a growing recognition of the importance of the trends unique to the Hispanic Marketing Industry. Latin-Pak bears witness to the intensification of Direct Marketing trends. "In hand" branding and promotions have proven to be the most constructive means in building a relationship with this market segment. Latin-Pak has helped advertisers achieve up to double-digit response rates by delivering materials to the home, whether it be in the form of direct mail, through the newspaper or directly to the front door via door hanger or via e-mail solutions and advertising. Hispanics are most likely to respond when they are given the opportunity to evaluate a written offer in their home. This allows them to retain the information for future reference, and share the decision making process with trusted friends or family. They can then respond when it is most convenient for them. Due to the technological advancement in tracking the DM portions of campaigns, it has added credence to the effectiveness of these programs.

Future:
The Hispanic population in the United States continues to grow at an unprecedented rate, making the future of the Hispanic Marketing Industry extremely bright. Latin-Pak will continue following the ever-changing demographics and trends of this population as it matures and interfaces more and more with the American culture. In doing so, Latin-Pak will continue to ensure that DM campaigns have an unceasingly high rate of return on investment dollar in the Hispanic Market.

There are numerous variables associated with trends. The most prevalent being technology, which will continue to expand the means of advertising in the United States. Although, Latin-Pak does not have a crystal ball, it maintains that DM marketing will continue to be an advantageous and reliable means of advertising to the Hispanic population. Studies are finding that this means of advertising is most effective as it is least likely to be "tuned out," "fast forwarded through" or deleted and they can be easily saved for future reference.

There will be changes within the DM messages, as a preference for content will shift along with the language preference within the demographic of the Hispanic population. In addition, the industry will continue to benefit from technological advances in tracking each printed piece and subsequent response, precise response and ROI numbers, which will make it more of a science. However, "in hand" advertising will still be key in the Hispanic Marketing Industry.

In summary
The past 20 years have provided ample growth in the size of the Hispanic population, size of budgets, number of Hispanic agencies, as well as an awareness of the importance of DM in reaching the Hispanic population. The Hispanic Marketing Industry and Latin-Pak have established itself as an essential part of reaching the Hispanic population providing demographic information and tracking that accelerates and magnifies any marketing campaign. The Hispanic Market Industry and Latin-Pak has asserted itself as an invaluable tool in reaching the Hispanic population and will continue to grow in the United States. Hand in hand with the Hispanic Marketing Industry is Direct marketing, which will continue in importance of getting advertising messages and print pieces in-hand of Hispanic consumers. The language, make up and content of messages are variables that will most certainly change but this is essential to the Hispanic Marketing Industry and one of the most creative, exciting and invigorating characteristics of the industry.

Be a part of the Hispanic Marketing world and let Latin-Pak take you in the best direction!

About Latin-Pak
Latin-Pak, a twelve-year old Hispanic Direct Marketing firm with offices in Los Angeles, California and headquarters in St. Louis, Missouri, is a proven leader with a history of success working with many top advertising agencies and Fortune 500 companies across the United States. For over twelve years Latin-Pak has been marketing to Hispanic homes nationwide, utilizing a combination of various direct delivery methodologies to effectively reach Latino consumers "in-home" through Direct Mail, Door-to-Door, Spanish Free Standing Insert Programs, Hispanic Databases and Insert Programs. For additional information call 800-625-4283, contact Rodney Bass, National Sales Manager, at [email protected] or visit our website at LatinPak.com

# # #