Tuesday, October 25, 2011

Latinos and coupons: A tale of two Worlds

Oct 25, 2011 | by Gustavo Razzetti

The notion that coupons don't work with Latinos has been one of those unquestioned truths of Hispanic marketing. Any time clients asked their agencies about Hispanics and coupons, you could expect the same kind of answer: those two don't match.

On the other hand, some direct marketing professionals - especially in the past few years - have been trying to correct that notion. As Vincent Andaloro, president of Latin-Pak says, as cited by Promo Magazine, "If advertisers would spend more money on coupons they would reach more Hispanic consumers…"

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