Expanding Hispanic Market Continues Climb

From: Lance (Demographic Research in Automotive Sector and Franchising)
Remote Name: 66.82.49.19
Date: 30 Jan 2004
Time: 03:05:04

Comments

Marketing to the growing Hispanic population. We have read much information on this subject. Our Census numbers have shown what we have all known. That the Hispanic populations in America has been the fastest growing population sector. Due to high birth rates, close family ties and immigration the Hispanic population has increased in a hyperbolic curve. Which is good because increased populations have helped our GNP. This sector has helped the labor force keep up with demand in our expanding economy. All good so far. And guess what now many Hispanics are moving into the middle class, in other words they are buying expensive cars, homes, play toys, computers and of course car washes. As we read many articles in many trade journals and magazines and even books on how to market to the growing Hispanic markets, I think to myself; I have never read even one good piece of advice. If we would think a little bit about what we are saying for a moment we will find the reason. Number 1, Hispanic is too large of a group to categorize and to do so is definitely the wrong approach. So then what is the answer? Well first off if you classify everyone from any South and Central American Country and Island a Hispanic then the answer cannot exist. There is no one answer. That would be like saying how do you market to an American? Well it depends are they from a farm family in the Midwest? Are they from Boston, FL, or the former Coal Mines in West Virginia. Are they from the far left in the Bay Area in CA, or are they from the downtown Houston market involved in the oil industry? You see the problem. There are so many factors to consider in marketing to the Hispanic populations, such as How long have they been in America, first generation, second, third or have they been here longer than your family? Do they speak fluid English, broken, none? And just when you think you have broken it down remember that with that other family members of theirs maybe be recent additions to our country may speak less or more. Maybe employed in labor jobs, management or even like many industrious Hispanics own their own company. For instance we have Hispanic franchise team members whose families are from different countries. All of whom were born here in America and educated here and probably smarter than you. It is for this reason that no one has a perfect answer for the question; How do you market to Hispanics? The answer is relatively simple, it is the same as for all other people in the great melting pot we call America. Offer a fair price, do quality work, ask for referrals. Additional ideas include offer services on Hispanic Radio Stations to show them you want their business. Obviously you do not want to forgo this market if you are in CA, TX, NM, AZ, FL, IL, NV, CO, OR, WA. But even other markets should be looking at increasing their customer base. The easiest way to do this is to sell to those you have ignored up until now. Ask any car dealership what they do to market to the fastest increasing population sector in America. It is interesting that many car washes hire Hispanic labor and then fail to recognize their buying power. Surely the coin-op car washes cater towards this group, yet many full service car washes do not. The Car Wash Guys http://www.CarWashGuys.com definitely are watching for more cars to wash and we are finding that the cars are owned by all kinds of people. Hispanics are people and they own cars. And even if you maybe prejudicial towards other markets the dirt is not. It lands on each car that passes by. It would behoove you to pay attention to the needs and desires of these consumers, if you want your business to succeed. Any comments; Lance@carwashguys.com

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