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ALTIMORE, Md. - Supermarket operators looking to trade in their direct marketing programs may want to rethink their strategies, especially if they serve Hispanics, according to a new study from marketing communications research firm Vertis Communications.
The study, a survey of Hispanics nationally called "Opiniones 2007," found that 64 percent of Hispanic adults say they have responded to recent direct mail they have received - almost one-fifth more than the average adult response of 46 percent.
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Of those Hispanic adults who responded, 31 percent said they visited the retail direcgt marketing sender's Web site, 27 percent visited the sender's nearest location, and 15 percent called the listed 800 number.
However, the best responses came from those direct mail pieces that included strong graphics. "Hispanic adults repond best to direct mail that is lively, with colorful graphics," said Scott Marden, director of marketing research at Vertis. "The response is even stronger when the message is personalized." Marden met with Progressive Grocer last week to present the new study.
Marden added that electronic marketing also has its place in retail strategies for reaching the Hispanic community. Indeed, when it comes to text messaging and the marketing opportunities it presents (Click here to see PG's The Extended Peripheral), they are better prepared for it than their average U.S. adults.
According to the survey, 33 percent of those Hispanics polled plan to use text messaging within the next 12 months, compared to only 27 percent of the average adult population.
For more information about the study, visit www.vertisinc.com
-- Joseph Tarnowski