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Tamarac, FL, United States, 2006/05/10 - Spanish speaking audiences are not identical, and geographic differences, among others, play a large role in determining their differences. Direct marketing to Hispanics is not only about tailoring messaging and branding, but also about targeting.
"One Size Does Not Fit All: Understanding the Nuances, Distinctions, and Opportunities in Marketing to Hispanics" is the topic of the Florida Direct Marketing Association’s (FDMA) monthly luncheon being held Thursday, May 18 at the Westin Hotel on Cypress Creek Road and I-95 in Fort Lauderdale from 11:30 am to 1:30 pm. The meeting is open to the public with registration and networking beginning at 11:30 am followed by the lunch and presentation at noon. The cost to attend is $35 for members, $45 for non-members. Attendees are encouraged to register online at the FDMA website in advance and save $10 over walk-up registration.
Spanish speaking audiences are not identical, and geographic differences, among others, play a large role in determining their differences. “Direct marketing to Hispanics is not only about tailoring messaging and branding, but also about targeting. Even campaign execution, follow-up, and fulfillment should be appropriately versioned to different segments of what is erroneously thought of as a homogenous ethnic group,“ says Jesus Hoyos, Managing Partner of Solvis Consulting, LLC, a South Florida-based customer relationship management (CRM) consulting firm. “Good direct marketing necessitates those distinctions be recognized and reflected through all the stages of a company's direct marketing program.”
Jesus has implemented many CRM solutions supporting marketing, sales and customer service programs for multinational companies in Mexico, Peru, Venezuela, Puerto Rico, Colombia, Canada and United States. A 15-year veteran of customer relationship management, Jesus has extensive experience providing CRM services for business-to-consumer clients in a variety of industries. He will share his experiences in implementing CRM solutions that support direct marketing programs to a variety of distinct Hispanic target audiences.
About the Florida Direct Marketing Association (FDMA)
The FDMA has nearly 200 members, including catalogers, Internet retailers, financial services providers, publishers, book and music clubs and retail stores. “Direct marketing” is the art and science of sending one-to-one promotional messages directly to consumers, which allows marketers to measure response rates and campaign effectiveness.
FDMA luncheon meetings are typically held on the third Thursday of each month at the Westin Hotel in Fort Lauderdale. New members get their first lunch free when they join. Special membership rates are available for non-profit organizations as well. For additional information, please contact Keith Fletcher, FDMA Board President.