Is Direct Response Television a winning medium to acquire customers and grow sales in the U.S. Hispanic market?
As co-owner of our 520-seat Spanish-language call center focused exclusively on Direct Response, that’s a question I’m often asked. Here is my experience: yes it absolutely is a great medium for the U.S. Hispanic market when done correctly. Creative and the call to action (CTA) need to be tailored a little differently, but we have consistently been able to create positive ROI without COD.
Hard offer CTA works similar to the U.S. market: talk times are longer and close rates are slightly lower creating a higher cost per order. You can offset this with more effective up-sells and cross-sells to increase the AOV. A great script goes a long way to converting soft offer campaigns with an expectation of a purchase, or trial offers, which again, direct a caller to have a form of payment available.
Multi-pays on the back end of trial offers don’t give the same pay-through rates as the U.S, market, you build in a strong premium to “pay today.” On continuity the tail is shorter than in the U.S., so offer a discount at day 60 or 90 to extend the tail past typical U.S. continuity programs, creating a higher ROI.
What is your experience?
