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Joe Ray speaks at NYC Conference
5-1-2007
On April 9 & 10 I was in NYC as an attendee and presenter at the Direct Marketing Association’s (DMA) Directo Days Conference. My presentation was a case study of a Hispanic health care initiative we did for Pfizer, Vidasana. The topics covered were an overview of Hispanic health issues, especially cardiovascular disease as related to diet and exercise. The Vidasana was apart of Pfizer’s Sana La Rana campaign, but instead of targeting doctors, we focused on nurses and physician assistants (NPAs). For an overview of this health initiative, click here.
One of the insights I gleaned from this conference was one that was presented by AARP and their evolution as well as their penetration into the 50+ Hispanic Acquisition efforts. The presenters were Wade Osborne, Director of Membership Development Marketing for AARP and Humberto Freydell, Partner, Client Services with Directo Hispano.
Discussions included a complex matrix for testing their targets, messages and focal points. Their ability to convey this into an easy to understand, easy to follow common sense approach was a worthwhile session to attend.
Using charts and case studies of the multi-channel messaging (as well as humor) we were shown how AARP has been flexible yet focused on their objectives and strategies in targeting Spanish language dominant Hispanics of age 50+. It’s no longer about retired people, it’s about people of a certain age.
As Hispanic Baby Boomers hit that age, what’s next? What are the new options available? Those that were actively involved in movimientos, radical change (as perceived by those in the mainstream who were of a “certain age” at the time), social justice and fair play now are approaching a next stage/segunda juventud in their lives. Somehow, I don’t think too many will go back to doing Cheech & Chong impersonations again.
A little about AARP’s publication aimed at Hispanic Boomers...
AARP Segunda Juventud is proud to be the first and only national publication serving the ever-growing 50+ Hispanic market. The editorial mission of AARP Segunda Juventud is to provide balanced and accurate news, entertaining features, and trustworthy advice to help readers protect their health, manage their finances, plan for retirement, enjoy leisure time, serve the community, and strengthen family ties. Written and edited for Hispanics, the editorial format is presented in Spanish with English summaries of each article to appeal to cross-cultural families. AARP Segunda Juventud provides a wealth of information enabling Hispanics to attain a truly satisfying second youth!
http://www.aarp.org/espanol/sobre/ |
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