As
an automotive marketing professional you need to understand the
Hispanic market. Capitalize on this opportunity with a measurable plan
that uses critical insights from years of experience and proven tactics from the Northwestern IMC program.
4 key Hispanic marketing predictions for 2015, by Hernan Tagliani, published on Orlando Business Journal,
discusses the growing Hispanic market in the US. It suggests methods to
market to this group. The author places the information into four key marketing predictions. These predictions could be distilled to say ‘be relevant’ and ‘be accessible.'
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| corporate.univision.com |
David Barkholz, in his Automotive News article, As Hispanics buy more cars, stores add videos in Spanish,
reviews a California dealership’s best practice of adding Spanish
language vehicle walk-around videos to their website. It highlights the
importance of video in the automotive shopping process and describes how
using multilingual video can lead to incremental sales.
Based
on these articles and some leanings from Northwestern IMC, here are
three guidelines to follow on your journey into this growing market:
Engage the Hispanics - Review your current campaigns to ensure they engage with Hispanic market in a relevant way.
Be Multilingual - Produce multilingual videos that showcase each vehicle in your roster.
Use Tools - Take advantage of social marketing tools that offer marketers new language targeting segments.
Automotive marketing professional, Multicultural is going mainstream make sure you are there for the ride.
About the author:
Mike
FitzGerald is an automotive communications professional and writer who
loves motor vehicles and sports. He is pursuing a master’s degree in
Integrated Marketing Communications at Northwestern University’s Medill School. Connect with him through Twitter @The_Fitz or Linkedin
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