Now in its 10th year, direct marketing firm Latin-Pak has grown along with the Hispanic population it set out to serve, but the company also has found opportunities in other emerging markets.
“The past 10 years have been an evolution,” said Vincent J. Andaloro, president/CEO of Latin-Pak, Chesterfield, MO. “From 1990 to 2000, the population of Hispanics doubled in this country. And over the next 10 years, it will likely double again. We have a changing face of America, and some advertisers are just realizing and getting into it despite the past 10 years.”
The company's first marketing effort was a door-hanger campaign begun in August 1996. Three months later, it moved into freestanding inserts into newspapers. Today, Latin-Pak's Hispanic marketing programs include solo direct mail and a cooperative mailer that started in September 2003.
This month Latin-Pak launched targeted solo inserts into newspapers for marketers who want to stand out from the FSI advertisers.
Another launch this year has been Latin-Pak VIA, a door-hanger program with third-party auditing. Through the partnership with Verified Audit Circulation, Larkspur, CA, Latin-Pak door-hanger clients can log on to www.latinpak.com and track the status of their campaign. VAC provides the marketers real-time information on delivery such as ZIP codes delivered to, weather reports, placement of advertisement and even photos of the delivered pieces.
“Right now we're delivering half a million rolls of paper towels in Los Angeles through our door-hanger program,” Andaloro said.
About 50 percent to 65 percent of Latin-Pak's clients are repeat customers, and Andaloro has noticed new companies and industries trying to enter the Hispanic market this year.
“We've seen a tremendous amount of insurance play in the past year,” he said. “Health insurance and life insurance companies have started taking steps this year. I've seen more in the past 10 months than I've seen in the past 10 years.”
Telephone companies are another segment moving rapidly into Hispanic marketing.
“For those who haven't marketed to Hispanics, it's not a question of if they will market to Hispanics, it's a question of when they will market to Hispanics,” Andaloro said. “There's not one company in this country that can afford not to as the years progress and the growth of the Hispanic population continues.”
Another development for Latin-Pak has been its work with foreign clients looking to target U.S. Hispanics. Andaloro wouldn't give details but said it is becoming more common.
The company's growth continues in January with the opening of a New York office. Aside from its Chesterfield headquarters, the firm also has an office in Los Angeles.
“Our goal within 12 months after that is to continue to expand regionally,” he said. “We've always worked with national advertising opportunities but we are building a base to serve the local and regional advertiser as well.”
Latin-Pak also helps marketers reach other segments of the U.S. population through four additional house brands: Black-Pak, which reaches African-Americans; Asian-Pak for Asian-Americans; Rainbow-Pak for gays and lesbians; and the newest program, Boomer-Pak, reaching the baby boomer generation. Boomer-Pak launched in January.
“Baby boomers represent nearly 30 percent of the U.S. population, and they are retiring in great numbers,” Andaloro said. “I've never seen so much AARP marketing.”
Typical offers to this demographic include travel, investment and retirement marketing, he said. Like all the other programs, Boomer-Pak offers a cooperative mailer, door hanger, FSI and solo direct mail opportunities.
Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
