PRNewswire/ -- Chrysanthe Georges, president of Adelante Hispanic
Marketing, addressing attendees of the ninth annual Directo Days
Conference in Miami Beach, Fla., shared with U.S. companies the key to
successfully tapping the nation's 35.5 million potential Hispanic
customers through "smart segmentation." The conference, The Changing
Face of America: The Hispanic Minority Majority sponsored by The
Direct Marketing Association's Directo Council for Hispanic Marketing
showcased this market's significant revenue generating opportunities
for U.S. companies. Experts from across the nation presented
marketplace demographics, and discussed Hispanic customer lists and
databases and the right direct marketing strategies to capture market
share.
Georges, tapping more than two decades of professional experience,
described the necessity of proper market segmentation. "Most companies
know who their potential customers are, but are often challenged to
find the most efficient and cost effective ways to reach them," says
Georges. "Targeting Hispanics requires applying sound market
segmentation strategies and tactics. You really have to have a strong
sense for who the target audience is and know their level of
acculturation."
Georges teaches advertisers how to market their products and
services based on levels of acculturation. "For example, looking at
levels of acculturation, the characteristics of potential customers in
the highly- acculturated San Antonio, Texas, market are very different
from customers in a less-acculturated market like Raleigh, North
Carolina," says Georges. "Second- and third-generation U.S.-Hispanics
have a high level of acculturation. They have assimilated. They
understand the language, our lifestyles and our culture. Banks don't
need to explain to them how a credit card works or why investments and
insurance are important. Less-acculturated customers, however, will
need basic information about building banking relationships and
trusting them."
Georges heads Adelante Hispanic Marketing, a team of experts who
collectively offer more than 40 years' experience in creative
direction and strategic planning for all media-broadcast, print,
direct mail, promotional materials, employee communication and Website
design. Their Hispanic marketing experience includes American Express,
Avon, AT&T, Bank of America, Georgia Power, IBM, Kayser-Roth, Pepsi,
MasterCard and Verizon Wireless.
Adelante Hispanic Marketing is a division of Georges Direct, one of
the Southeast's leading advertising agencies specializing in
segmentation and direct response marketing since 1997.
EDITOR'S ADVISORY: Photo available by calling the contact below.
Source: Adelante Hispanic Marketing
Contact: Chrysanthe Georges of Adelante Hispanic Marketing,
+1-919-256-0394, or
cgeorges@adelantehispanicmarketing.com
Website:
http://www.adelantehispanicmarketing.com/
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