Franklin Electronic Publishers, Inc. selects Omni Direct for U.S. Hispanic DR launch.

Omni Direct, Inc. announced that it was selected as the DR marketing agency to help develop, launch and test Franklin Electronic Publishers’ Interact with English product in the U.S. Hispanic market.

“After meeting with Franklin, it was clear to us that there was a substantial and growing opportunity for the company in the U.S. Hispanic market,” said Denira Borrero, Vice President and Partner of Omni Direct. “Today the U.S. Hispanic market is almost 50 million strong with a collective buying power that is estimated to reach $1.2 trillion by 2012 – but through 2009, Franklin had chosen to approach this market only through its existing big box and office retail channels.”

Karen Schneider, Senior Product Marketing Manager for Franklin, noted, “In 2009, we made the decision to develop an interactive DVD English-language learning product for the U.S. Hispanic market. At the same time, we were closely studying the direct response channel performance. In particular, we were evaluating how a direct response strategy could build a product brand, accelerate retail sales and drive overall in-store and direct-to consumer retail demand.”

“Franklin realized early on that the combination of a U.S. Hispanic market launch, developing a direct response strategy and campaign, and managing individual consumer orders and customer service was going to require a different go-to-market strategy than they had previously employed,” noted Borrero, “and an external partner with the knowledge, background and expertise to get them up to speed quickly.”

Schneider added, “Omni Direct had the skills, competencies and big brand experience we were looking for, and the kind of outstanding performance and expertise in the U.S. Hispanic market that we knew we needed to succeed.”