In 1990, during the Direct Marketing Association (DMA) annual conference in San Francisco, California, the DMA published in its conference newsletter an article by Mr. Calvo promoting all U.S. direct marketers to advertise their local telephone numbers. The local telephone, other than the toll free 800 numbers, eased Latin American consumers that watched cable TV and subscribed to U.S. magazine editions, to call and order products from Latin America. Few marketers were aware of the Latin America growing population that owned U.S. forwarding addresses -- ideal for mail order. Those who became aware early in 1990 won a significant edge in globalization over those who didn't. A client of Mr. Calvo increased sales by over $400,000 by simply adding a local number to his published 800 toll free number – at zero cost on his advertising budget. In October 1992 Mr. Calvo was guest speaker at the 75th Annual Direct Marketing Association Convention held in Dallas, Texas. His speech was titled: “Latin America - New Opportunities for the 90s.” To a crowded attendance, Mr. Calvo encouraged direct marketers to explore new market frontiers and take advantage of the global economies that allowed them to produce more for less. Transferring data by modem, a very innovative idea at the time, was the key focal point to his presentation. In May 24, 1995 Mr. Calvo attended a Multi Media Exhibition held at the Sheraton Hotel in New York. Only a handful of international delegates attended. The exhibition addressed the Internet's World Wide Web. Ever since that day in New York, Mr. Calvo has been an avid Internet advocate. During the 1999 presidential elections in Panama, Mr. Calvo was in charge of communications of the independent presidential candidate, naturally he included a web site of his campaign. Even though the presidential candidate was from an independent party that lacked the support from the two large political affiliations, it was the number one political web site from its initiation until Election Day. LatinData is the most recent entrepreneurial project by Mr. Orlando Calvo – and the most ambitious one. It will operate independently from Servicio de Mercadeo Directo (SMD) that will from now on concentrate in direct mail, telemarketing and consulting. LatinData therefore acquires all of SMD’s databases, contacts and know-how that have successfully been promoted by SMD since 1985. LatinData will now catapult these databases forward into the new millennium with innovative ideas to become the #1 list source for Latin America and U.S Hispanics market: a promising future for the only Latin American list brokerage firm with 25-year experience. LatinData. |
