Hispanics have continued to be the fastest growing population in the United States. As a marketer, you know that finding the way to effectively target them is the trick. In this intriguing virtual seminar, master the essentials on how to move beyond the standard research categories of media consumption habits and language preference. Instead, delve into profound behavioral and attitudinal patterns which will allow you to specifically segment this increasingly diverse community.

During the presentation, we will review the sophisticated socio-economic, cultural and lifestyle variables of the Hispanic population. With specific case study examples, we will analyze the results of these factors when put to work in real life programs and campaigns.

Successful targeting and segmentation really is the heart of captivating direct marketing. Understanding who and how we should be targeting, what we should be offering and emphasizing, and how we can build a system that not only measures results but builds intelligence as it evolves is key.

Your participation will allow you to:

• Understand what you already have: consumer and product data audit to reveal multicultural segmentation/targeting potential
• Learn to implement segmentation approaches across multiple channels, incorporate bench marketing and ongoing learning/intelligence gathering
• Assess the extent of targeting capabilities within your organization — what can I do right now to start identifying and learning about my multicultural customers?
• Design quantitative and qualitative research to augment the understanding of attitudinal, lifestyle and category insights Implement attitudinal/category specific/lifestyle segmentation designs in your Direct Marketing (DM, email, DR TV) organization to benchmark performance and identify new growth opportunities