Direct Mail Works |
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Did you know that Hispanics are more likely to respond to direct mail than non-Hispanics? According to a study conducted by the Direct Marketing Association, Hispanic households are 3.5 times more likely to respond to a direct mail solicitation than non-Hispanic households. Direct mail can be a very effective marketing tactic when done as its own campaign or when integrated with a comprehensive marketing and outreach campaign. However, if done incorrectly, a direct mail campaign can turn members and prospective members away. Ideally, you will be familiar with your member or prospective member and will send them culturally relevant, targeted marketing materials. That is why it is important for you to know as much as possible about your target market, i.e. language preference, level of acculturation and country of origin.
While your credit union may not have the capabilities to determine the demographic characteristics of your existing or prospective members, you can consult with experts to help determine this information for you. See Prospecting and Member Analysis below. An English-speaking, 18-year-old, Salvadorian male will not be as enticed to respond to a postcard that is in Spanish, depicts a Mexican flag and shows images of older Hispanics. You want to make sure you understand the demographics of your target market and, once you are ready to send them direct mail, you want to make sure it is culturally relevant. This will help increase the effectiveness of your direct mail campaign. |
Prospecting and Membership Analysis |
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Are you ready to launch a direct mail campaign to your existing members or to prospective members within your field of membership? Let us help you determine the demographic characteristics of your field of membership.
If you do not know how many Hispanic members you serve, we can determine the ethnicity, country of origin and assimilation level of these members. If you are seeking to reach out to prospective members within your field of membership, we can provide you a list of prospective Hispanic members segmented by any number and combination of demographic factors.
In addition, Coopera can also help you develop the right marketing message that is culturally relevant to your target market.
Contact us today to learn more about these services. |
El Poder es Tuyo™: Spanish Web Site for Hispanic Members |
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El Poder es Tuyo™ is a NEW Spanish-language personal finance Web site for Hispanic credit union members and potential members. "El Poder es Tuyo" translates to "The Power is Yours" in English. El Poder es Tuyo™ is the ONLY Web site available that is credit union-specific and fully dedicated to providing financial guidance to Spanish-dominant Hispanics. This Web site was jointly created by Coopera Consulting and CUNA.
Sign up now during this special introductory period and get half off the regular price. If you subscribe by February 28, 2010 you will receive a one-year subscription for only $750!
We welcome the following credit unions to El Poder es Tuyo™:
Coming soon on El Poder es Tuyo™:
- Los Impuestos y el Número ITIN (Taxes and the ITIN Number) Feb. 15: Learn about the importance of filing your taxes and whether you need an ITIN number.
- ¿Cuanto Puedo Pagar para una Casa? (How Much House Can You Afford?) Feb. 22: Use these tables to help you estimate what monthly payment you can handle.
- Lanzar tu Propio Negocio (Launching Your Own Business) March 1: Consider these five points to determine if you have the personality to run your own business.
- Video Cómo Llegar a ser Solvente (How to Become Creditworthy video) March 8: See how to build a good credit history in order to qualify for a loan.
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