| Don’t Miss this Car Selling Opportunity |
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| Written by Brett Stevenson |
| Tuesday, 28 September 2010 15:28 |
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You might be completely missing one in every six car buyers if your marketing plan does not include advertising to Hispanic Americans. According to an article in the July 26th issue of Advertising Age, the 2010 Census is expected to show that the Hispanic population has grown by a whopping 42 percent. There is a record 50 million Hispanic persons in the country. The study estimates that at least half of them are at ease speaking English.
Hispanics in America are also a great consumer group for goods and services. Their median age is much younger than the average American, they live in large, traditional families and eat their family meals at home together. One in three Hispanics are children under 18 which means there is a very large group of consumers approaching adulthood. According to the Advertising Age story by Peter Francese, Hispanics will become a major force in U.S. consumer-spending growth over the next ten years.
For the individual auto dealer, this means that it is time to investigate the Hispanic media vehicles. It may be time for you to plan to do Hispanic television or radio. In talking with employee of a local Hispanic television station, I found that changing the voiceover of your normal television or radio commercial to Spanish is an acceptable way to run advertising without reinventing the wheel. It’s ok to leave the titles and graphics on the commercial in English since most Hispanic Americans can understand these titles if they are accompanied by a Spanish voiceover. In your market, the local Hispanic station can help you alter your commercials to reach out to this booming market. If you want to read more, Peter Francese has a white paper available at the Advertising Age magazine site—www.AdAge.com.
Carl the Monkey
If you’re looking for a way to make your television advertising stick out in your marketplace, you might take a look at the Carl the Monkey series of commercials. The set of 15 commercials star a big red Orangutan named Carl who makes hilarious faces while the voice over announcer asks him questions. In one of the spots, the announcers asks Carl what they thought of his credit at the last place he shopped and Carl sticks out his tongue and makes a funny sound. Chances are pretty good that your audience won’t soon forget your dealership’s commercials with Carl on the job. You can watch the series of Carl commercials by visiting www.DealerMarketing.com/Carl. For more information, call 888-385-7526 or email
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