Alternate Marketing Networks to Focus on Hispanic Consumers
The company plans to target the delivery of La Canasta, an in-home sampling product, to 4 million select Hispanic households in the nation's top 10 markets on a quarterly basis.
La Canasta -- which means "the basket" -- will give marketers and advertisers a direct channel to high-density Hispanic populations, which receive only 80 pieces of direct mail each year, according to Alternate Marketing Networks.
"The timing is ripe for this kind of targeted, nationwide campaign," said Ruth Ann Carroll, president of Alternate Marketing Networks. "This gives us a tremendous opportunity to get our clients' products and services in front of this lucrative yet underserved population."
The company plans to deliver La Canasta four times a year during peak shopping seasons in Los Angeles, New York, Miami, San Francisco, Houston, San Antonio, Dallas, Phoenix, Chicago and San Diego. These cities combined are home to 65 percent of Hispanic households in the United States.
Alternate Marketing Networks will use its end-to-end tracking system to monitor delivery and allow customers to track the delivery status of their samples and coupons through the Internet.
The company also will offer transportation and planning logistics, as well as follow-up research.
In addition, Alternate Marketing Networks said it plans to launch a bilingual Web site in January as well as a toll-free customer hotline.