CoolSavings Debuts Hispanic Marketing Program.

Online direct marketing and media company CoolSavings, Inc. has launched a highly targeted new program to reach consumers who wish to receive offers and product information geared toward Hispanic audiences. The program ensures a focused and receptive list for marketers because it includes only consumers who have specifically asked to receive ongoing information tailored to Hispanics.

CoolSavings estimates that close to half a million Hispanic households will be added to its direct marketing program annually. These are households that are hard to identify in most other media and, in addition, are receptive to advertisers reaching out to them because of the method used to opt them into the program. The annual CoolSavings Hispanic hotline is estimated to reach 10% of U.S. online Hispanic households.*

“The CoolSavings Hispanic Marketing program was developed in direct response to requests from a variety of our advertisers,” said Ken Treske, chief marketing officer at CoolSavings, Inc. “From consumer packaged goods manufacturers and retailers to direct marketers and media publishers, companies are increasingly recognizing the value of marketing to this fast-growing and economically powerful segment of the population.” The Association of Hispanic Advertising Agencies, for example, cites that Hispanic households purchase over two times more than the average household for categories such as children’s over-the-counter medications and diapers.

Bolstering the strength of the program is CoolSavings’ ability to further target household-level information for each consumer, such as geo-demographics and gender. For example, a manufacturer could target Hispanic consumers located around retailers that carry its product. As another application, advertisers with a product of general appeal can segment CoolSavings’ Hispanic population and tailor an offer with a different creative treatment than the one sent to a general audience.

“While magazines and television can be an effective way of reaching Hispanic audiences, they cannot provide CoolSavings’ broad range of individual household data or the ability to cost-efficiently micro-target communications based on this information,” commented Treske. “For any company looking to build one-to-one relationships with their consumers, these capabilities are a must.”

In addition to its Hispanic Marketing program, CoolSavings has launched comparable programs for consumers interested in receiving offers and information targeted to African American or Asian American audiences.