Does your dealership need Spanish?
Many car dealers are wondering whether or not the investment in Spanish marketing is going to deliver ROI or prove to be the latest fad. After all, aren’t most U.S. Hispanics bilingual anyway?
Well, when it comes to the bilingual question the answer is yes. Most Hispanics whether Mexican, Puerto Rican, Costa Rican or Cuban residing in the United States are bilingual.
As far as whether or not you’ll get a return on your investment with Spanish marketing, that’s going to depend on the market you’re in, and the type of marketing you invest in. Let me explain.
There are a ton of markets in the U.S. where having a presence in Spanish has become critical for continued sales growth. For example, take a look at the map being shared here from Univision’s recent webinar titled: Hispanic Growth are You Getting Your Share.
Assuming you’re in one of these markets, common sense would tell you that you should be doing some marketing in Spanish but the type of marketing you do will determine your ROI. Contrary to popular belief by non-Hispanics, the U.S. Hispanic population is highly digital and over indexes the general population in nearly every category.
So what type of marketing is the best for Auto Dealers? It’s actually just about the same as what you’re doing for your English speaking audience.
You have a website in English so why wouldn’t you offer the car shopping experience in Spanish too?
When it comes to marketing in Spanish just make sure you consider your audience, give them the same respect in the Spanish car shopping experience as you offer your English speaking car buyers. Don’t use automated translation tools that have incorrect sentence structure. Instead, use a company that offers proper sentence structure, correct Spanish, and someone who doesn’t make Spanish an afterthought.
For more information on how our company can help, or to get your free Hispanic Market analysis contact us now.