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Direct Marketing
The socio-demographic picture of Brazil is perhaps the best indicator of consumer and business purchasing potential. Brazilian businesses are thriving, a strong middle-class is quickly taking root and the affluent population sector continues to grow.
Income groups with healthy expendable incomes exist in large numbers and are eager for exposure to new products, new services and more long-term value. Brazil has a broad industrial and services sector. Additionally large publishers, catalogers, financial services and communication organizations are all active especially in Brazilfs sophisticated metro areas.
Brazilfs direct marketing activity is the highest in Latin America. The Brazilian consumer receives an estimated 9.3 pieces of direct mail per month. There is certainly room for DM growth. The latest Brazil research poll revealed 74% of consumers would like to receive more direct mail.The demographic picture in Brazil is
perhaps the best indicator of consumer purchasing power and the potential for
marketer to build new businesses or to expand on existing efforts. Brazilian business is prospering, a strong
middle class has taken root and that sector of the population continues to
grow.
This sector of the population has healthy
level of expendable income, it represents a significant number of potential
customers, and has proven receptive to receiving and responding to direct
marketing that presents new products and services. The lifetime value of these customers is also
strong and improving. In particular,
large publishers, catalogers, financial services companies and communications
organizations have been very successful in growing their DM business and have
been quite innovative in developing their strategies for continued growth.
Brazil leads Latin America in direct
marketing and has for many years. The Brazilian consumer receives 9.3 pieces of
direct mail on average each month. There is certainly room for DM growth. The
most recent research in Brazil revealed that 74% of consumers said they would like to receive more direct
mail.
Language and Cultural Features
Portuguese is the official and principal language of Brazil. Language can pose a small problem for international direct mailers. Direct mailings to Brazil should be in Portuguese and cannot be included in the Spanish language mailings sent to the rest of Latin America.
Additionally, while many Brazilian business people read and read English very well, the typical Brazilian is accustomed to speaking and reading only in Portuguese. Portuguese is the official and principal
language of Brazil. Language can pose a small problem for
international direct marketers. Direct mail must be in Portuguese with a
possible sprinkling of English.
While many Brazilians with college degrees
read and write English reasonably well, they typically will not take the time
to read foreign language material that is not specifically work related.
Direct marketing material that is targeted
to the broader market should be kept concise.
The lengthier your kit, the less likely it
is to generate a positive response.
Legislation and Consumer Protection - Data Privacy
Brazilfs direct marketing Self Regulatory Code, active since 1976, is managed by the ABEMD
(The Association of Brazilian Direct Marketing). The ABEMD must also approve and validate all lists. In Brazil, consumers can control the use of their name to a certain extent by having the right to ask for the source of their name on any given list or database. On the government level, Congress The direct
marketing of Brazil Code of Conduct, in place since 1976, it is administered by
ABEMD (Association of Brazilian Direct Marketing).
ABEMD also administers
the rules that apply to the development and distribution of lists. Brazilians have to right to know where a
marketer has gained access to their name and also the right to require that
their name be removed from identified lists.
There is law in
place at the federal level that also applies to consumer protection. In place since 1991, it codifies many of the
rules present in the code of conduct and applies both civil and criminal
penalties to businesses and individuals that fail to adhere to them.
For further clarification of these consumer
laws please contact ABEND or ABT (Association of Brazilian
Telemarketers).
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