In the markets where Hispanics have a higher percentage of the total population, many dealers are not seeing business as far off as other markets. Hispanics have always been a healthy source to go after, but with the rest of the automotive market place shrinking, many dealers are using the Hispanic market as one to target with their advertising dollars.
For direct marketing, mail pieces and lists can be purchased to target Hispanic households that fit primary demographics for core products.Your offer does not need to be any different then what you would serve to your general market audience; it just needs to be advertised in Spanish along with a team of Hispanic sales people ready to handle the traffic.
For mass media, Hispanic radio stations offer the most targetable form of media based on the format of the station and the group it speaks to. You can measure the numbers in the same way that you measure the general market radio stations, you just need to be sure that the station pulls an audience in relation to the percent of the population that is Hispanic.
For television… There are some things that are too valuable to give away on a blog; for more information about how to reach Hispanics on TV, you will need to contact Strong. We have the latest information on creating a targetable plan for your Hispanic buyer. The “Hispanic Edge” is a program that will allow a dealership or dealership ad association to know what the latest media and automotive marketing trends are for their Hispanic buyers.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.