04.09 - Clothing direct seller Grupo Andrea expands into United States

Andrea partners with interactive agency Sensis to target U.S. Hispanics LOS ANGELES – Grupo Andrea, a clothing and accessory direct seller throughout Mexico and Central America, is expanding its presence to the United States, and to help announce its arrival and recruit sellers, the company has hired interactive agency Sensis to target U.S. Hispanics. Sensis is developing a digital communications plan to guide a planned Web presence expansion for Grupo Andrea — the agency’s first international client. Sensis’ marketing strategy will include efforts to capture immigrant U.S. Hispanics who are likely already familiar with Grupo Andrea and to educate other U.S. Hispanics who need to be introduced to the direct seller. “Scarborough Research estimates that more than 54 percent of the adult U.S. Hispanic population is online, and that number is expected to grow to nearly 60 percent within the next five years. The interesting thing about this population is the more it grows the more segmented it becomes, providing a unique challenge to marketers,” Sensis CEO Jose Villa said. “Sensis’ knowledge of U.S. Hispanics’ online behavior, usage of social networking sites and general media consumption enables us to provide strategic communication plans for Grupo Andrea to help the organization expand to and be profitable in the United States.” A key element to Sensis’ digital communications plan is the development of personas, user archetypes that will help the agency make decisions about the Web site’s features, navigation, interaction with the user and its visual design. These personas will include behavior patterns, skills, attributes and environmental elements to create fictional people representing the different groups within Grupo Andrea’s target audience.