Recently, a North Shore automotive client came to the Allen Roche Group (ARG) seeking to reach the large population of Latino consumers in their market. While roughly 12% of the state’s population is Latino, the Latin American population in the North Shore accounts for 13.5%, reflecting the robust community in this region.
The client was in a unique position to provide added value to this demographic. Aside from offering a wide selection of both reasonably-priced new and preowned vehicles, the client’s multinational sales staff was fluent in several dozen languages, including Spanish and Portuguese. Furthermore, the dealership’s lending flexibility enabled them to offer financing to customers that did not have a Social Security Number. As a result, the client had a very strong sales proposition that would appeal to the large North Shore Latino market.
While the client regularly communicated to the market-at-large via monthly integrated campaigns in English – consisting of TV, radio, digital and DM – they were not actively using language-specific messaging – and media – to reach the large Latin American community. Due to the ongoing success of their standard ARG campaigns, the client was hesitant to reduce their monthly spend in order to allocate resources to grow their Latino business – for fear that this would impact their other sales. To succeed, they needed a relatively efficient means to effectively target their Latino prospects without reducing their position in the general marketplace.
To achieve the client’s goals, ARG created a streaming radio campaign targeting the North Shore Latino community. The campaign highlighted the client’s abilities to serve this community in their native languages, and how their shopping, service and financing processes were uniquely suited to serve the needs of this market. The ads were developed in both Spanish and Portuguese – the latter of which were targeting to the area’s large Brazilian population.
Online stations across a variety of formats – including AOR, hip hop, country and talk – were utilized to deliver the messaging to Latino prospects throughout the North Shore. In addition, companion banners and landing pages were used to drive click-thru traffic to the client’s website.
The campaign proved to be a resounding success, as both in-store and online traffic among Spanish and Portuguese-speaking customers greatly increased – not just in terms of purchases, but also in regards to financing, service and even parts. This increase has been further reflected by the client’s more prominent positioning and recognition among the targeted communities. They are now perceived as one of the most helpful auto dealers for North Shore Latino communities, and are seen as the go-to automotive provider for Spanish and Brazilian customers.