Automotive Advertising To The Hispanic Market

Every Day You Spend Not Advertising To The Hispanic Market Is Another Lost Car Deal !!

For the Hispanic automotive market, the future is now. An interesting fact is that Hispanic buying power in 2005 reached $700 billion. Wouldn’t you like a piece of that action at your dealership?

Here are five basic strategies for reaching the Hispanic automotive consumer:

1. Hispanic sales and F&I personnel help establish a friendly and welcoming dealership environment. It is a “familia” or family concept where two or three individuals will consult on the final decision, although the final decision-maker is often the man of the household. Have the paperwork available in Spanish to reinforce the “comfort zone.”
2. Hispanics are brand-loyal and will tell their relatives and/or friends if they had a wonderful experience at a dealership. Hispanics are often automotive-oriented and informed knowing the specifics of the engine and power train. Engage them with respect and knowledge, and compare your vehicle to the competition, particularly in terms of performance information such as torque and horsepower.
3. Advertising campaigns should include a mix of television, radio and event-opportunities that differentiate your dealership from the competition. Look at half hour programs to build awareness among the competition. Tickets to concerts, fighting events and discounts at grocery stores can increase traffic at your dealership. Special concert activities and themed campaigns also enhance the opportunity to sell more cars.
4. Target pre-owned vehicles and offer special incentives for cash buyers as many Hispanic consumers pay for large ticket items with cash. Don’t underestimate or judge a potential buyer; if they often have the cash and are ready to buy now.
5. Be creative and showcase specific events like rodeos, barnburner activities, and other unusual family-oriented events. Consider a co-promoter that offers family-giveaways such as jewelry or food store, a themed-park, a movie theater, or a fast food restaurant.

Reach out to your Hispanic consumer with cell phones and phone cards to call their family in their native lands all this is very basic. This demonstrates your dealership has an open door policy and a strategy to build your brand awareness among Hispanic consumers. You must be cognizant of Hispanic buying power and the opportunity to earn long term repeat business. Positioning your dealership with strategic goals and infrastructure that meets and greets Hispanic consumers with respect and dignity should have an exponential effect on sales and market share today and tomorrow. It is time you stopped talking about Hispanic advertising as something for the future. The future is now, and every day you delay advertising to this market is another lost car deal.