Dieste Shares Hispanic Insights to presents at DMA08 ‘From John Q Sample to Juan Q Sample’.

Dieste will present a session on how to reach Hispanics with creative during the annual national Direct Marketing Association convention, DMA08, set to take place in Las Vegas from Oct. 11-Oct. 16.

The session, “From John Q Sample to Juan Q Sample”, represents the first time the topic of reaching Hispanics has been included in the DMA’s general assembly. The DMA’s Directo council, focused specifically on direct marketing to U.S. Hispanics, is sponsoring the session.

According to the Census, there are more than 10 million Hispanic households in the U.S. As the Hispanic market continues to become increasingly diverse, language and other selectors traditionally used for targeting are no longer the only ones that apply. Dieste is helping clients become intensely precise in how they collect data and how they identify the consumers they seek to approach with relevant messages that speak to their interests. Recently, the agency has been investing in developing highly innovative approaches that can tell brands who their customers and prospects are, and how to increase the sophistication of their targeting efforts by creating Hispanic-specific segmentations based on behavior and lifestyle.

“Our approach is helping many leading brands achieve the results they need and we are very proud to have been invited to present to the general assembly of the DMA. This is a strong signal of the growing interest among corporate marketers of leveraging direct response strategies and tactics to reach this multi-faceted, growing consumer segment”, said Alvaro Cabrera, executive director of interception.