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Direct Response Marketing

Field Reports

1 Sep, 2006 By: Thomas Haire, Courtney Beth Pugatch Response


Ashrafian's Capital Media Continues Rapid Growth


Nadia Ashrafian started Capital Media in 2002 with a desire to serve the terminally underserved U.S. Hispanic media market in direct response TV. Her first client at Capital, Body by Jake, is still on the air today in the U.S. Hispanic market with the Ab Scissor. Other key clients include AIG life insurance, Dual Drill and Dual Action Cleanse. Recently, Response chatted with Ashrafian about Capital Media's rapid rise in the DR world.


Q. You recently moved into a new, larger office. What made you decide to make this move?

A. There are several reasons. First, of course, we had simply outgrown our previous space. Since it's founding, Capital Media has had to move three times. Each move was to accommodate our growing staff. It's the price of success, I guess! Also, we wanted to be in a community with a strong Hispanic heritage. Our new home, San Juan Capistrano (Calif.), has a long history with its Hispanic population.

Q. What does Capital Media bring to DR marketers that sets it apart?

A. At Capital Media, we make U.S. Hispanic work. You've seen that line in our ads, because it is true. There are many good Hispanic agencies and many good direct response agencies. But what makes Capital unique is the blending of these two disciplines. Our staff includes top people from DRTV and Hispanic marketing. The other factor that sets Capital apart is our recognition that to be successful in U.S. Hispanic DRTV, a marketer needed more than good media. Of course, media is important, and we own some of the finest long-form inventory available. But the best media buy in the world can fail without the correct level of overall campaign management. Marketers need to know they will get the best Spanish-language production, the best inventory and the calls answered with the Spanish-language inbound telemarketing script. They also need to know what to expect in the market's reactions to various offer points, what's different about the fulfillment process, etc. All of these items, and more, are part of the overall campaign management focus that Capital brings to each and every client.

Q. How important will the U.S. Hispanic market be to the DR world within the next three years?

A. As the population and buying power of the U.S. Hispanic market increases, its importance to the DR community will grow. The most forward-thinking marketers are already speaking directly to this consumer. I believe that within three years, every major marketing company will automatically include Hispanic in all new product launches, especially if retail is part of their interest, since everyone can imagine the future presence of Hispanic consumers in retail — Wal-Mart, Walgreens, Target, Kmart, Sears and The Home Depot among others — and the fact that they like to be advertised to in their own language.

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