using digital to capture the hispanic auto buyer beth walter beth walter | l2tmedia | field...

USING DIGITAL TO CAPTURE THE HISPANIC AUTO BUYERBETH WALTER

Beth Walter | L2TMedia | Field Consultant | [email protected]


HISPANIC POPULATION GROWTH


BOOMING Population

Source: US Census Bureau Population Division, 2000


In the next 20 years, the Hispanic

population will grow 82% and the White

Non-Hispanic Population will grow

1%

The Hispanic Population in the U.S. Grew 40% from 2000-2010

Source: US Census Bureau Interim Projections August 2013


Most of the Hyper-Growth Areas are in Emerging Markets

Source: Nielsen 2013


#1

#2

Salsa is America’s #1 Condiment – Replacing Ketchup


1 Smith

2 Johnson

3 Williams

4 Brown

5 Jones

6 Miller

7 Davis

8 Garcia

9 Rodriguez

10 Wilson

These surnames originated in Spain and Latin America and now rank in the top 10 most common names in the

U.S.

Garcia and Rodriguez are among the Most CommonSurnames in the U.S.

Source: names.mongabay.com/data/1000.html


HISPANIC AND AUTO SALES


Hispanic’s bought 1 out of every 4 NEW cars sold in the U.S in 2013

1 Out of 4

Source: Google US Hispanics


Source: Polk New Vehicle Registrations (includes leases), Enhanced Ethnic Data

The overall market for new-vehicle sales in the US

grew 9%, while Hispanic sales grew 16% during the

same period.

New Vehicle Sales Growth 2013 – 2X as Much Growth for Hispanics


Hispanic new vehicle sales growth was more than 3x Non-Hispanic Growth in Q1 of 2014

3x

Source: Polk

From 2x in 2013 to 3x in Q1 of 2014


Source: CNW Research “Automotive Purchase Path Study” Aug. 15, 2013

Hispanics Look for Deals Like Everyone Else


Source: Scarborough USA, 2013

Hispanic Shoppers Will Drive the Distance


Hispanic Like All Makes & Models

Rank Model

1 Toyota Corolla

2 Honda Civic

3 Honda Accord

4 Toyota Camry

5 Ford F Series

Source: Polk


GrowthRank

Model

1 Buick

2 Hyundai

3 Cadillac

4 Kia

5 CDJR

New Brands are Peaking Hispanics Attention

Source: Polk


I SEE THE POTENTIAL, HOW DO I START ?


Always extended family More customers Future referrals Group buying power

Very talkative – looking for a “connection” Appreciate when you ask about

them Want you to respect them

Not in a rushNot so concerned about price, more

focused on service and respectLanguage: English capable/Spanish

preferred

What Does My Hispanic Customer Look Like?


Someone who speaks Spanish Sales + Finance

Be a dealership that welcomes them: Be on the lookout and greet

immediately them respectfully when they enter the store

Let them know you are not in a rush and are happy to answer any of their questions

Then…..let them speak

Setting Your Dealership Up for Success


They want to discuss every option of every model, and every color. They will buy, it is just going to take a while

Offer them a coffee, have your salesperson or receptionist personally go get it for them, do not have them serve themselves

Hispanic prefer to purchase a vehicle rather than lease, 80% will purchase vs. 7% lease

Setting Your Dealership Up for Success


HOW DO I REACH OUT?


Auto Searches on Google in Spanish grew 24% faster than auto searches in English in 2013

Spanish CPC’s are 68% lower than English CPC’s

Set language targeting to English and Spanish

Spanish & Spanglish Paid Search


Use Spanish language creative

Target ONLY people who have Spanish selected as their default language setting

Placement on Spanish language websites

Key Spanish zip codes

Spanish Language Display


23

Make Them Feel Welcome


Source: Nielsen Cross-Platform Report 2013

24

Hispanics watch 62% more video online than non-Hispanics

Video, Video, Video


Many Hispanics “leapfrogged” desktop Hispanics are 17% more likely to access the Internet

through a mobile device than through a computer.

Hispanics use text messaging 10% more than Non Hispanics

Hispanics download double the number of pictures to their mobile phone each month

Hispanics stream double the amount of videos each month

Hispanics like the personal experience that sharing video, and photos provides

Mobile, Mobile, Mobile

Source: Nielsen Q4 Mobile Hispanic Insight Report


Sponsor (Display Cars) at a (very) Local Hispanic Event

Reach Out, Festivals, Fairs, Etc.

Contact Info

Full Name:

Company:

Job Title :

Email:

Beth Walter

L2TMedia

Field Consultant

[email protected]

Share an important takeaway you received from this sessionusing hashtag #DD18 for a chance to win an iPad.

using digital to capture the hispanic auto buyer beth walter beth walter | l2tmedia | field...

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