“Hotseat” call with M1000 Members #68 Tony Ricciardi and #69 Craig Handley
(AKA: The infamous “Hook Me Up Yo!” sessions from trips)
The goal of our March Maverick Mindstorm call was to brainstorm, provide feedback and poke holes in Craig and Tony’s strategy to grow Listen Up Espanol—listed as “The Fastest Growing company in America” in 2010 in Inc. 500’s Business Products and Services category. Get this: In 2007 – 2009, they grew their company by over 7000%!
Listen Up Espanol takes 80% of the US Hispanic direct-response marketing calls, and 70% of the US Hispanic charity calls. Plus, Craig and Tony also run Revenue Enhancement Consultants, where they teach online marketing companies how to integrate with offline channels, to maximize their customer acquisition and media cost ROI.
Some interesting facts you may not know: One in two children born in the US today are Hispanic; and there are more people Spanish-speaking people in the US than the entire population of Canada. US Hispanics are less likely to buy online, but mobile usage is higher. Thus, including a toll-free number can double your revenue—but be careful to measure your customer acquisition costs to understand your true growth. In Craig and Tony’s markets, 70% of the prospects who don’t buy look for demonstrations, specs, etc. online—but what they find is content in English, including social media in English. However when their call comes into to the Spanish-speaking call center, statistics show big increases in up-sell and cross-sell, along with an average of an additional two months to the continuity cycle.
So what do potential buyers want? They want more human interaction. They want an “800” number, so they can talk with real people to make buying decisions. They want mobile access, reviews, conversations and the ability to learn about products from trustworthy sources.
Craig and Tony’s strategy is to send non-buyers to their (LUE) site, to provide additional information and interact at LUE.tv, where they focus on culture and driving online traffic for Spanish-speaking market research. They’re accomplishing this with product demos, plus LUE “culture videos” to build trust. Once LUE builds a list of Spanish-speaking customers (50k to 100k calls per week!), they can help everyone convert—and enter the leading online social media space with their audience.
So how do Craig and Tony build their list at LUE.tv, considering the fact that their data is their clients’ data? How do they get permission to use or co-own that data? How do they go from call center contacts in their database to building actual relationships? How do we get *them* registered in the LUE database to start direct marketing? If you have and idea to contribute, email Craig and Tony at:
One thing that will add value to their client relationships is the ability to test campaigns with Spanish speakers for feedback prior to launch, to perfect the right message and call-to-action. (For example, a 2-minute free HD show online to generate turnkey revenue, versus a $50-250K infomercial.)
Thanks, Craig and Tony, for jumping into the Maverick1000 Hotseat last March. You’ve given a ton to Maverick1000, and we’re thrilled to be able to help you continue growing Listen Up Espanol!