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PowerDirect Debuts Smaller Door Hangers in Spanish

Newport Beach-based PowerDirect wants to target Hispanics.

The marketing shop, which makes oversized door hangers, started a smaller bilingual version aimed at businesses wanting to reach Hispanic shoppers.

The hangers, which are called “Comprador Poderoso” or PowerShopper, have Spanish on one side and English on the other and are used in mass marketing campaigns targeting homes and businesses.

They’re smaller than PowerDirect’s jumbo hangers, so they cost less and are divided into five coupons, said Ed Dryden, sales director.

PowerDirect hopes to attract smaller businesses that want to incorporate door hangers into their Hispanic marketing through “a less expensive vehicle,” said Sue Sampson, PowerDirect’s chief marketing officer.

“We’re anticipating ultimately reaching a 15% to 20% increase in business,” she said.

PowerDirect already offers a bilingual version of its jumbo door hangers, which have been used in the past few years by several clients, including Mervyn’s LLC and Verizon Wireless, Sampson said.

“These have been attractive to larger clients for whom targeting the Hispanic market is a high priority,” Sampson said.






PowerDirect campaign: offering smaller door hangers in Spanish and English

The PowerShopper hangers, delivered monthly, will focus on the top six Hispanic markets in the U.S., including Los Angeles and Orange County, Chicago, Dallas and Houston.

“Many Hispanic marketers haven’t integrated door hanger advertising into their media mix yet,” Dryden said.

One reason: They’re used to direct mail and “don’t realize that PowerDirect door hangers deliver a level of analytics that rivals direct mail,” Dryden said.

The shop targets different demographics and focuses on specific people in defined areas around a business, he said. It also tracks results through an independent auditing company.

PowerDirect, which opened six years ago, does about $20 million in yearly sales.

The company works with ad agencies such as Carat Group, W.B. Doner & Co., Wunderman, part of Young & Rubicam Brands in Irvine, and Foote, Cone & Belding’s Irvine office. Clients include Best Buy Co., Gap Inc.’s Old Navy and Home Depot Inc.


L*Space in New Ad Space

Lake Forest-based L*Space Swimwear is gearing up to launch a marketing campaign.

The advertising push comes on the heels of L*Space hooking up with the owners of Irvine-based apparel company C & C; Partners, which is funding an expansion.

Dac Clark, co-owner of C & C;, which makes clothes under license or contracts for other brands, said L*Space is “currently developing a comprehensive advertising and marketing plan.”

Monica Wise, L*Space founder and president, is spearheading the push. She’s in charge of branding and design.

“We feel that Monica has done an excellent job with publicity (on) a limited advertising budget,” Clark said. “Magazine will be the prime driver for the media side.”

Clark also is helping L*Space expand in the U.S and abroad and build its sales force.

The target: getting into better department stores, such as Nordstrom, Neiman Marcus and Saks Fifth Avenue, as well as boutiques and surf shops, Clark said.

“We will break the market into channels and we will sell to the top stores in each channel,” Clark said. “We do plan to intensify our sales in existing outlets.”

Plus, L*Space wants to develop more business in Europe, South America and Australia, which are “key markets for brand development,” Clark said.

L*Space also is increasing the number of swimsuits it makes of each style, since “the brand is basically in a sold-out position early in the selling season,” Clark said.


Bits and Pieces:

Advertising veteran Steve O’Leary, chairman of Newport Beach-based O’Leary and Partners Advertising and Public Relations, cowrote a book for small businesses stressing word of mouth marketing as a way to stay competitive in a tough retail market. The book is titled “Building Buzz to Beat the Big Boys” Santa Ana-based Orange County Register Communications, the unit of Irvine-based Freedom Communications Inc. that publishes the Orange County Register, tapped a local marketing shop to help promote its new Web television show. IPW Experience in Costa Mesa was picked for the job. The Juice WebTV show launched last week after being briefly delayed to get everything ready Ad shop White Barn Group in San Juan Capistrano recently got some kudos for product and marketing work it did for client Farmer Boys Restaurants. White Barn helped the restaurant chain come up with a menu item “Go Bowls,” which is breakfast and other food in a bowl. The OC shop did consumer research and studied competitors’ menus to come up with the line.

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