This is why we designed our 100% Spanish verbiage targeted direct mail campaign for your Hispanic markets and why it works better than any other campaign!
Marketing to Hispanic Car Buyers
Automotive brands must recognize that the US Hispanic population is not a minority when it comes to marketing and promoting a vehicle. With the US Hispanic population reaching 61 million in 2019, this is a “minority” no good marketer can ignore. And even if a brand isn’t excluding Hispanics on purpose, the fact that they never acknowledge them as potential buyers is a sign of exclusion.
And the majority of us, we believe, can’t remember the last time we saw an automotive marketing campaign with a Hispanic narrative or characters.
This is the essential question when it comes to Spanish language advertising. When you look at our data, and those of others, you quickly see that advertising in Spanish works. So, when our respondents were asked, “How likely are you to visit a car dealer who advertises in Spanish?”, 63.4% of the respondents answered “Very” or “Extremely Likely”.
When asked “Would you travel further to shop at an auto dealership if they marketed to you in Spanish?”, the results are quite interesting with 100% of women responding with an emphatic “Yes”, while only 55.5% of men shared similar sentiments. Average the two and you get 74% agreeing to the question.
Advertising in Spanish
In 2021, when respondents were asked if they would visit a car dealer who advertises in Spanish, 79% chose that they were moderately likely or higher. Moreover, 66% said that it was moderately to extremely helpful if a dealership advertised in Spanish, and 43% said that they would travel further if a dealership advertised to them in Spanish. Compare this data to our 2023 report and it looks like shopping with dealers who advertise in Spanish, and traveling further to shop with those dealers is trending up from the previous years.
We custom design our "targeted' 'list specific" direct mail piece to your Dealership and Market. We also incorporate Hispanic Holiday's when applicable!
During our Hispanic Direct Mail Campaign we spend the additional money to pull a "Hispanic Zip Code Pull" which allows us to target all the Hispanic Homes, Condos, Apartments in our market which is what makes this event so highly and sometimes unbelievably successful.
Book your campaign today!