CoolSavings Seeks Hispanic Coupon-Clippers

The online coupon company rolls out a Hispanic marketing program to tap into a growing demographic.

Online coupon company CoolSavings on Tuesday announced the launch of a marketing program designed to target Hispanics, hoping itself to attract marketers trying to reach that increasingly important demographic.

By the end of the year, the Chicago-based company expects to identify and sign up more than 500,000 Hispanic customers for the program, which will allow marketers to tailor their messages for the group.

“There’s an opportunity through the net and this self-selecting service to build a clean one-to-one database that you can target for ethnic-specific marketing,” said Ken Treske, chief marketing officer at CoolSavings.

CoolSavings delivers email offers in the form of 17 industry-specific newsletters to consumers who sign up on its Web site. Since its launch in 1997, CoolSavings has registered 26.5 million consumers, who on average choose five newsletters and receive about a dozen email offers per month.

Treske said internal research estimated that about 7 percent of CoolSavings’ customer base is Hispanic. According to comScore Media Metrix, 12.4 million Hispanics have Internet access.

The site now asks new customers if they wish to receive offers associated with Hispanic, black or Asian ethnic groups. Armed with this data, marketers can pitch ethnic-specific products or tap into a growing but under-penetrated demographic.

As an example, Treske pointed to research by the Association of Hispanic Advertising Agencies that shows Hispanic families spend twice the amount the average U.S. household spends on diapers. A diaper manufacturer could tap into CoolSavings’ Hispanic database to offer discounts.

“The CPG [consumer package goods] area has been a strong proponent of targeting,” Treske said. “This is really an opportunity for CPGs to build their relationships with these growing families today.”

Marketers have zeroed in on Hispanics as a key consumer demographic as the group has grown in size. In January, the U.S. Census Bureau released population estimates that showed for the first time Hispanics outnumbered blacks in the United States. With 37 million people, Hispanics ranked as the top minority in the country. Hispanic consumers are estimated to have a combined annual purchasing power of $450 billion, according to DRI/McGraw Hill.

On top of that, Hispanics, while lagging the overall population in Internet use, tend to be more receptive to Internet marketing offers, according to a survey completed by AOL and pollster RoperASW.

Treske said that while marketers try to reach Hispanics, most media options are inefficient. Marketers have already saturated Hispanic-focused television and magazines, and online coupons will give them a chance to precisely target a self-selected audience, he said.

“They’re able to eliminate a huge amount of waste they might incur in any other medium,” Treske said.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource