Thursday, May 7, 2015
Automotive Marketers: 3 Tips to grow your Hispanic share
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.'
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