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Company expands its DR channel to drive U.S. Hispanic retail product demand and direct-to-consumer sales

Miami Beach, FLORIDA – August 25, 2010 – Omni Direct, Inc., a full service U.S. Hispanic direct response (DR) marketing company, today announced that it was selected as the DR marketing agency to help develop, launch and test Franklin Electronic Publishers’ Interact with English® product in the U.S. Hispanic market.

Franklin is a designer, developer, publisher, and distributor of globally innovative electronic language learning solutions used on handheld devices, memory media cards, and via Internet downloads.

“After meeting with Franklin, it was clear to us that there was a substantial and growing opportunity for the company in the U.S. Hispanic market,” said Denira Borrero, Vice President and Partner of Omni Direct.  “Today the U.S. Hispanic market is almost 50 million strong with a collective buying power that is estimated to reach $1.2 trillion by 2012 – but through 2009, Franklin had chosen to approach this market only through its existing big box and office retail channels.”

Karen Schneider, Senior Product Marketing Manager for Franklin, noted, “In 2009, we made the decision to develop an interactive DVD English-language learning product for the U.S. Hispanic market.  At the same time, we were closely studying the direct response channel performance. In particular, we were evaluating how a direct response strategy could build a product brand, accelerate retail sales and drive overall in-store and direct-to consumer retail demand.”

But, Omni Direct advised the Franklin team that there is more complexity when dealing with the U.S. Hispanic audience.

“Franklin realized early on that the combination of a U.S. Hispanic market launch, developing a direct response strategy and campaign, and managing individual consumer orders and customer service was going to require a different go-to-market strategy than they had previously employed,” noted Borrero, “and an external partner with the knowledge, background and expertise to get them up to speed quickly.”

After a three month search and vetting process, Franklin selected Omni Direct as its direct response and U.S. Hispanic market channel partner.

Schneider added, “Omni Direct had the skills, competencies and big brand experience we were looking for, and the kind of outstanding performance and expertise in the U.S. Hispanic market that we knew we needed to succeed.”

About Omni Direct (www.omnidirect.tv)
Established in 1999, Omni Direct is the nation’s leading  U.S. Hispanic full service direct response marketing company – one that speaks the language and understands the culture.  Owned and managed by Hispanics, Omni Direct has the expertise to help clients succeed within the U.S. Hispanic and Latin American market.  With Fortune 100 perspectives and backgrounds in direct response, Omni Direct’s principals use a best practices approach to campaign set-up, launch and management. From strategic planning, creative production,  and media planning, to managing call center operations, fulfillment and customer service;  Omni Direct delivers measurable and sustainable results.  After a decade of launching hit products in the U.S. Hispanic and Latin American markets – their own included – the company prides itself on the quality campaigns, relationships, results, and reputation it has garnered in the industry.