ers with a unique opportunity to reach regional success,
says Behar, who sees pan-regional media playing an important role in most of the distributors’ media mix. “
Pan-regional media offers a co-op type of situation — making
media more affordable for the smaller countries and more
efficient for the larger markets,” says Behar. “A pan-regional effort is one of the best strategies to create
momentum and bigger success in terms of product sales.”
Bruckeim clearly agrees with this, for various reasons.
“First, the Latin American pan-regional cable audience is
much more affluent than the broadcast audience, and is
“Pan-regional media offers a co-op type of situation —
making media more affordable for the smaller countries
and more efficient for the larger markets. A pan-regional
effort is one of the best strategies to create momentum
and bigger success in terms of product sales.”
therefore more able to purchase DRTV products,” he contends. “Second, Latin American distributors depend on
pan-regional cable media much more than their counterparts in other regions. Cable media ranges from a low of
20 percent to 100 percent of some countries’ TV media
mix — and averages 40-50 percent depending on the
Bruckheim also points out that since cable media in
the region is pan-regional “by definition,” once a product
is in the cable mix, it will likely air in up to 18 nations at
the same time.
Pockets of Opportunity
In Latin America, the “big four” are Mexico,
Venezuela, Argentina and Brazil, according to Knight,
with Mexico leading the pack. She says Brazil is showing a
lot of growth potential. “We have seen a lot of new advertisers come into the marketplace with Portuguese creative,” Knight adds.
Bruckheim says Mexico remains a clear industry leader
in Latin America, “with a combination of very capable
local distributors and a plentiful supply of local broadcast
and cable media.” He adds, though, that Brazil, while a
“significant opportunity,” is “tough to crack, with restrictive import laws leading to more locally-based product
At Sprayette S.A. in Buenos Aires, Guido Michanie,
DRTV manager, says business is brisk, with many new
Latin products making their way into the space using local
testimonials. “We’re also seeing new international products being adapted to ‘neutral’ Spanish for the region,”
says Michanie, who sees Chile as another good opportunity for DRTV marketers, with Ecuador and Columbia gaining in popularity.
According to Bruckheim, Argentina, Chile, Colombia,
Venezuela and “the Central American countries” lead
“the next tier” of countries after Mexico and Brazil. To
succeed within each of those markets, Carlos Rossi, managing partner at Grupo PyR in New York, says marketers
must familiarize themselves with the ups-and-downs of
doing business there, as well as each region’s economic
condition. Know whether the company will manufacture
7 Tips for Success in Latin America
1. Get educated on the markets before you dive in — study the cultural nuances,
buying habits, back-end issues and other key elements before you go on the air.
2. Test, test, test … and then test again.
3. Work with an experienced agency and/or an experienced sales representation
firm that can show you the way.
4. Make sure you have a product that’s right for the market; ask yourself, for example, “Can I afford to give distributors the 75-85 percent margins that they need
to make the product successful and compete with knockoffs?”
5. Developer-adaptable creative (for use in different markets within Latin America).
6. Always get the appropriate patent or trademark protection filed in each of the
markets that you’re working in.
7. Work with a local partner that has the expertise to guide you correctly; you
might, for example, formulate a partnership with a U.S.-based global master distributor that can serve as a single point of contact and help prepare your product