Vertis Unveils Alcance to Reach Hispanics

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Vertis, a provider of targeted advertising, media and marketing services, yesterday announced Alcance, a suite of tools to help retailers and marketers reach and establish relationships with U.S. Hispanic consumers.

The suite lets Vertis clients identify and connect with the most viable prospects through targeted direct marketing programs, the Baltimore company said. And clients will receive insight into the creative design and messages Hispanic customers respond to best.

Alcance features three products:

· Alcance Market Focus helps marketers identify Hispanic customers in their current database and can determine the number of Hispanic households and subsegments within a market or store area. This benefits retailers that have a limited Hispanic marketing budget and want to allocate dollars more strategically while increasing retention and cross-sell.

· Alcance Data-Driven Design and Delivery targets Hispanic consumers with versioned inserts and/or direct mail based on known customer behavioral data and information on demographic, lifestyle and sociodynamic data. Clients can increase store traffic and sales and build relationships with targeted subsegments.

· Alcance Reach and Deliver features Alcance Door-to-Door, a polybag door hanger effective at getting the attention of Hispanic consumers with relevant offers and samples. Targeted direct mail and inserts are also available to reach specific subsegments. Materials are available in English and Spanish and are culturally appropriate to meet the needs of Hispanic consumers.

Melissa Campanelli covers postal news, CRM and database marketing for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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