CoolSavings Inc., an online direct marketing and media company, has launched a program targeting Hispanic audiences. It expects to add 500,000 Hispanic households to its marketing database annually.
CoolSavings offers marketers access to customers who have signed up with CoolSavings to receive marketing offers and discounts.
CoolSavings will offer services that allow marketers to Hispanics to segment the Hispanic list as they see fit, for instance, by proximity to stores selling the relevant products. It also will allow general marketers to target special campaigns to Hispanic audiences.
In addition to its Hispanic Marketing program, CoolSavings has launched comparable programs for consumers interested in receiving offers and information targeted to African American or Asian American audiences.
"The CoolSavings Hispanic Marketing program was developed in direct response to requests from a variety of our advertisers," says Ken Treske, chief marketing officer. "While magazines and television can be an effective way of reaching Hispanic audiences, they cannot provide CoolSavings' broad range of individual household data or the ability to cost-efficiently micro-target communications based on this information. For any company looking to build one-to-one relationships with their consumers, these capabilities are a must."
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