Selecting Multicultural List

    Selecting Multicultural Lists
By Vincent Andaloro

/24-7PressRelease/ - CHESTERFIELD, MO, October 02, 2005 - As the size of the U.S. ethnic population continues to grow at record pace, it is becoming apparent that marketing to these ethnicities is no longer a luxury, but a necessity. And when it comes to reaching ethnic audiences, the old 40-40-20 maxim still rings true: Whether you are targeting Hispanic Americans, African Americans, or Asian Americans, procuring the best list is as integral to the success of your program as a compelling offer and a properly designed effort.

When renting ethnic names it pays to know how the file is assembled. There are several types of ethnic lists, including surname lists, which are compiled using last names; compiled lists, which are derived from numerous files; and response files, which are categorized by their origins, e.g. a record club member list. All three categories offer their pros and cons, so let's look a little closer at each list type.

* Surname lists. The name itself should create a concern to certain types of mailers. Surname files are compiled using prospects' last names. However, many surnames in the United States can be misleading. For starters, African American households cannot be chosen by surnames. Popular Hispanic surnames, such as Marcos or Raul, may include Philippinos or Asian Indians. For example, a company that rents a surname file to reach Hispanics in California could be unpleasantly surprised to find that 15 percent to 20 percent of the file is comprised of Asian Indians.

* Compiled lists. These lists are compiled using a variety of lists pulled or merged together. These can be highly effective for reaching different ethnic groups because they often contain self-reported information, including race. To make these lists work however, it is important to know the sources of the lists. There are many areas from which lists can be compiled, such as sweepstakes, direct mail purchases or a targeted street promotion. Ask the list vendor about how the list was compiled, how the file typically is used, and for samples of mailings sent to that particular file. Over the years, we have found these lists perform the best for our clients. Unlike the general market, which has struggled to make compiled files work, ethnic compiled lists seem to have the best leverage for a campaign.

* Response files. These lists can be generated by responses to offers of ethnic magazines, ethnic music clubs, or product mailings specifically targeted to ethnic audiences, such as African American hair care products. You typically can trust the authenticity of the names on these files. However, these lists tend to be very small and their availability is still very limited.

With postage rates increasing in 2006, and most likely again in 2007, you need to be able to get the most out of your direct mail budget. It's not about mailing more, it's about targeting your mailings so that you deliver the right message to the right audience. And that requires picking the right list. Ask your list provider about the source, usage and type of lists you are considering. Question your list broker about his or her experience with and understanding of the different ethnic markets. If you are working with compiled files, question list providers about how long they have been developing their compiled programs. And, remember to test. A good rule of thumb is to test a proven offer to about 10 percent of the available list to gauge its effectiveness before making a large-scale purchase.

Vincent Andaloro is CEO and founder of Latin-Pak, a 10-year-old national and international Hispanic direct marketing firm. Reach him at [email protected], or by phone at (800) 625-4283.

Latin-Pak, a ten-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 ten 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 and Spanish Free Standing Insert Programs. For additional information call 800-625-4283 to contact Rodney Bass, National Sales Manager or visit us at www.latinpak.com

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