Between September and October, the U.S. celebrates Latinx and Hispanic Heritage Month, and as the annual recognition comes to a close, you might also be wondering how to make sure your business is properly connected with this vital part of our community.
According to a Pew Research Center report, 19% of Americans identify as Latinx or Hispanic. By definition, these Americans can trace their heritage to countries throughout Latin America and the Spanish-speaking world, and two-thirds of the Latinx population was born here in the U.S.
Of course, no demographic is entirely uniform. The terms Latinx and Hispanic cover a lot of ground, with dozens of countries and cultures. Many Latinx and Hispanic consumers do share some common preferences, however. According to a 2020 Facebook-commissioned study, 59% of polled customers said they preferred brands that emphasized diversity and inclusion with their online ads. If a business is willing to address this audience in a relatable and earnest way, they stand to foster valuable two-way loyalty.
The U.S. Census Bureau reports that more than 13% of Americans speak Spanish at home – that’s 41 million homes across the nation. Successful dealerships work hard to make customers feel welcome, and when customers are able to discuss buying, financing, and maintenance in their first language, they can feel more confident in the decisions they need to make on your lot. It’s extremely valuable to have bilingual team members on staff, as they can communicate clearly with guests who feel more comfortable doing business in Spanish. By running ads in Spanish, you can also appeal to Latinx and Hispanic car shoppers early in their buyer’s journey.
Accurate Representation is Key
There’s more to effective outreach than speaking the language – you have to know what to say. Every language is nuanced, and your message can best be adapted for a Latinx and Hispanic audience by someone who is deeply familiar with the language’s cultural context. You can also include cultural holidays in your celebrations and promotions – but be mindful and put in the effort to understand these events and how they fit within the culture. While Latinx and Hispanic Americans are receptive to positive representations in media, no one would want to see their culture misrepresented by underdeveloped ideas.
Make Meaningful Connections
If you’ve been looking for ways to engage with this segment of your community, now is the perfect time to start. You can also rely on Strong Automotive Merchandising to help you reach your audience with insight and skill. Fluent speakers handle our Spanish-language marketing to ensure your message is delivered as intended, and we can help you reach your goals across digital marketing, TV, graphic design, and more. Contact us whenever you’re ready to see what we can do for your dealership.
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 Merchandising.