A New Trend in Winning the US Hispanic Market: International Marketeur Shows Angelinos Secrets of Sub Segmentation to Identify Lifestyles That Deliver Value and Meaning to Targeted 43M Prospects

Los Angeles– Responding to the growing demand from the Hispanic and Latino community, a dog fashion product retailer launched Spanish language pages on its Web site. “We’re already seeing about 5 percent of our total traffic coming from Spanish speaking markets,” said Ann-Marie Fleming, founder of K9Kloud9.com. “This number is expected to increase significantly over the coming months.” The recent change is based on market research showing that, while only 8 percent of first-generation U.S. Hispanic immigrants own pets, this percentage triples to 24 percent for the third-generation.

Hispanics are young, with a median age of 27.2 in 2005, versus a median age of 36.2 years for the whole U.S. population, according to the Census Bureau.

“The rules of engagement have changed,” says Chrysanthe Georges Sawyer, President of Georges Marketing, a B2B and B2C direct-marketing consulting firm based in Las Vegas. “Successfully targeting U.S. Hispanics is now about sub segmentation. This marketplace has a buying power of $750 billion — that’s projected to reach $1 trillion by 2008. To succeed you must not only capture the Hispanic market's attention, you must speak to their hearts.”

Ms. Georges Sawyer will be in town to show DMAsc luncheon attendees how to capture hearts and dollars within a diverse demographic of 12.5 million Hispanic households in the U.S., (1.1 million, or nearly 9% had incomes of $100,000 or more according to Census Bureau stats in 2004). Their consumption choices vary, along with vast variables
in this audience’s educational and economic opportunities. “Targeting the Multi-Generational U.S. Hispanic Segments” takeaways include:

• Differentiating between 1st, 2nd and 3rd generation Hispanics - and why it matters
• Noting which cultural considerations diminish as U.S. Hispanics become more acculturated
• Generation-specific communication approaches that work for ROI in copy and design
• Understanding how the ideal media mix is affected by generational data
• Massaging the message for the multi-generational household
• Niche, impactful direct marketing practices to try

The goal? A precisely defined target that attendees can aim their lead-generation campaigns and collateral systems—their formats and content. Marketers will have a better idea of what to say because they’ll know who they’re writing for.

The U.S. Hispanic population is projected to more than double within the next 50 years to 102.6 million, says the Census Bureau. That figure is estimated to represent almost a quarter of the nation’s population.

Chrysanthe Georges Sawyer (702-643-6436, cgsawyer@georgesmarketing.com or www.georgesmarketing.com) is President of Georges Marketing, a strategies consulting practice specializing in direct marketing. Ms. Georges Sawyer became a pioneer in Hispanic marketing while working in Avon’s Latin American and Pacific market divisions (U.S., Argentina, Australia). She has held senior marketing positions at Citibank, MCI (‘Friends and Family’), and Clarion Direct (DMB&B). There, she launched some of the first integrated campaigns targeting U.S. Hispanics. Since establishing her own agencies in 1997, Ms. Georges Sawyer has become a popular speaker in both direct and Hispanic marketing. Experienced in all media, she has been featured in The Wall Street Journal, DM News, DIRECT, Hispanic Business, Hispanic Market Weekly, Las Vegas Review Journal and others. Ms. Georges Sawyer holds many professional and community board posts. She has studied marketing at Barnard College, Columbia University (NY) and holds an MBA from The Garvin School of International Management, Thunderbird (AZ).

About DMAsc: Now in its 30th year, The Direct Marketing Association of Southern California (DMAsc) continuously brings Direct Response-Boosting Strategies to Growth-Obsessed Marketers. As the only organized community of direct marketing professionals in the Southern California area, this non profit provides opportunities and events for learning, networking, sharing ideas and getting your projects and programs to deliver higher return on investment (ROI) and greater monetary profits. If you work in direct response marketing, offer supply services used in direct marketing, are employed by a business that has or is interested in developing a direct response campaign, teach marketing-related subjects, are a student of marketing or if you are a business-builder selling and promoting products, then DMAsc (www.dmasc.org) is for you.

February Program: Targeting the Multi-Generational U.S. Hispanic Segments: Tuesday, Feb. 13, 2007: Wyndham Hotel, 11:30 a.m. 3350 Avenue of the Arts, Costa Mesa, CA 92626 (714) 751-5100.
To register for event, or for more information about DMAsc and its programming, the public is encouraged to log on to www.DMAsc.org or call (818) 541-1152. Non-members: $50 Members: $40 early bird.
Pre-registration by February 8th is encouraged to receive the discount rate.