Launched last fall by eclip.com, a Santa Monica, Calif., general-coupon site, Cupones y Muestras ("Coupons and Samples") now reaches 2 million consumers through partners Terra.com, a general Spanish-language portal and TodoBebe.com, a Spanish site catering to new parents. It can also be reached through a proprietary site, cuponesymuestras.com.
Three more partner sites are planned by summer, said Jaimie Korody, eclip VP-marketing, who said six-month metrics show 13% of visitors are ordering home-mailed and/or printable coupons and samples from marketers like Sara Lee Corp., Coca-Cola Co.'s Diet Coke and Aventis' Maalox. The redemption rate for requested coupons is 10%."The conversion is unbelievable," she said.
The success of the network can be partly attributed to the fact that Hispanics have been underserved when it comes to promotional offers, Ms. Korody said. With a newspaper-subscription rate of only 20% among Hispanics, they do not receive the same influx of freestanding inserts and are therefore more receptive to offers tailored to them, she said.
The Web is also the "optimum channel to reach Hispanics promotionally," said Ms. Korody, noting that from 1998 to 2000 penetration of the Internet among Hispanics grew 87%; nearly 15 million Hispanics are online this year. Although most Hispanics online are bilingual, Cupones y Muestras has found 87% prefer to receive communications in Spanish.
General-market coupon sites are also showing interest in reaching Hispanics. Coolsavings.com said marketers have requested its help in initiating campaigns directed to Hispanics and other ethnic groups. As a result, it's embarking on an ethnic-targeting program, said Ken Treske, chief marketing officer.