High-performing direct response solutions to reach a fast-growing Hispanic audience segment

Hispanics are 43.5 million people strong in the U.S., a segment growing at four times the rate of the national population. They also possess $1 trillion in disposable income—9% of the nation’s total. It’s no wonder national advertisers, media buyers and brands are spending hundreds of millions on Spanish-language direct response campaigns.

Clearly, the Hispanic market represents a huge opportunity—and Mercury en español can help you capitalize on it like no one else.

Experts at achieving optimal DR performance—en español

Mercury en español is a direct response practice specializing in the management of in-language and bicultural Hispanic campaigns. Named
by Ad Age as one of the Top 20 Hispanic Agencies in the U.S. in 2009…

• We offer a start-to-finish “turnkey solution,” letting you get your Hispanic
  direct response TV campaign up and running faster and poised to perform
  at maximum potential.
• Mercury integrates Hispanic budgets into client’s overall budget, rather than treating them as secondary.
• Our Hispanic direct response TV marketing experts and media buyers are
  at the ready to leverage your campaign for optimum bottom line impact—for
  lower acquisition costs, higher lifetime value and more frontloading.

A different audience demands a different level of expertise

The Hispanic audience has distinctive needs, expectations, habits and preferences—and there are also big differences in metrics. Making direct response campaigns profitable requires experienced management and
an expert media buyer that can work all the levers on the path to profit.
Our team is led by Marcelino Miyares, a 20+ year veteran of Hispanic advertising/marketing. He helps clients prepare to do business in Spanish, starting with the adaptation of creative, through the set-up of back-end capabilities, to media planning and reporting. With his extensive experience, Marcelino knows the “hot buttons” among this audience, plus which product categories perform best.

Response-driven Hispanic DR marketing, powered by Mercury

No other company offers you the same level of expertise, leadership, reputation and resources as Mercury Media. When you choose Mercury en español, you have a market leader behind you, leveraging superior services in long form infomercials, short form and interactive spaces, as well as deep vendor and media buyer relationships. In short, you’ve got The Performance Agency on your team.

Count on us for end-to-end
direct response TV campaign management including:

• Developing, deploying and optimizing Hispanic direct
  response campaigns
• Creative adaptation of your
  general market TV show into
  Spanish (including scriptwriting
  and supervision)
• Production management of VOs, graphics, and post-production
• Call Center recommendations
  and script supervision, including offer structure
• Call routing management to multiple centers for capacity
  and performance
• Customer service script supervision
• Web adaptation
• Benchmarking data, statistics and profitable budget allocations for Hispanic DRTV campaigns