Hispanic Heritage Month Reminds Marketers of the Influence of Hispanic Americans
September 15 to October 15 is Hispanic Heritage month in the United States. Hispanic Americans have had a big influence on all aspects of American culture―everything from food to music to sports. This influence has become something marketers must embrace as the multicultural majority shift is happening faster than anticipated (based on a non-Hispanic white […]
Insights to Inform Your 2023 Marketing Plans and Strategies
As we head into Labor Day Weekend, the telltale signs of fall are beginning to appear and brands are starting to think about next year’s marketing plans and strategies. One continuing issue for direct marketers is finding the right balance between data and personalization to power successful campaigns. I was recently asked to write an […]
Direct Mail: More Value and Verifiable Results
Direct mail is … back? Actually, due to the effectiveness of direct mail, it never went away. Its reputation as a high-value marketing channel whose results are testable and verifiable over multiple iterations (in contrast to ever-more questionable online marketing) has strengthened its appeal over the past 20 years. Oh, and the only personal information […]
Summer is When Your Direct Marketing Strategy Should be Heating Up
As we take advantage of the joys of summer―sunshine, concerts, vacation time―astute marketers start heating up their direct marketing strategy planning for high-performing fall and holiday campaigns! You may be saying to yourself, “Are they crazy? I just put on my new bathing suit and am setting out to the beach to catch some rays.” […]
The Critical Importance of Data and Creative Best Practices to Drive Marketing Success
A few years back, I was out on a sailing trip with other dads and their young sons in the Gulf of Mexico. The afternoon wind had died, so our captain suggested we take down the big sails and try our luck catching some dinner. My son and I eagerly dropped in our lines and […]
4 Tips for Financial Services Marketing to Diverse Hispanic American Consumers
Financial service providers have a tremendous opportunity to gain market share by marketing to Hispanic American consumers. According to the Pew Research Center, “Multicultural groups accounted for 91.7% of the nation’s population growth over the past decade.” Hispanics were the fastest-growing segment of the American population, accounting for 57% of the growth, yet Hispanic American […]
What’s Hot for Medicare AEP Marketing in 2022
Medicare results from the 2021 Annual Enrollment Period (AEP) campaigns are in and analysis is in full swing as marketers begin their 2022 campaign planning, looking for ways to improve the results of their Medicare marketing efforts. Reviewing 2021 Medicare Marketing Campaigns 2021 Medicare Marketing campaigns focused on “standing out” among competitors during the AEP. Direct […]
Exploring Opportunities for Growth at LendIt Fintech
I’m thrilled to board a plane next week to visit with clients and peers in the Fintech space at the LendIt conference in New York City from May 25–27. Even with the significant financial challenges impacting the world at present, there’s a tremendous amount of opportunity available in this sector, provided brands have the right fintech marketing […]
Integrating Digital and Physical Media Drives Success with Millennials and Gen Z
It’s no mystery why brands want to market to millennials and Gen Z consumers. The U.S. alone is home to approximately 87.5 million millennials (born 1981-1996). That sounds impressive—until you learn that the latter Gen Z (born 1996-2012) is the largest generation in American history, making up 27% of the population. Together, the two generations hold $165 billion in […]
Why Translation Alone Isn’t Enough for Marketing to Hispanic Customers!
In my last post, Direct Mail Strategies to Engage a Hispanic Audience, I introduced the concept that just translating your marketing message from English to Spanish is not enough to engage Hispanic-American consumers. Now, I would like to expand on this and discuss how you must adapt your Hispanic marketing efforts to reach this audience, earn […]
