Ethnic marketing moving to fast track as population, buying power of minorities grows

[Infiniti Z350]

LILLIE GUYER | Automotive News


As automakers increase their marketing to African American, Hispanic and Asian American consumers, they also are making greater use of specialized ad agencies that have experience in reaching minority groups.

Racial and ethnic minorities make up a growing share of the nation's population and buying power. As a result, so-called one-stop shopping - expecting mainstream ad agencies to handle multicultural campaigns - no longer works, many auto and advertising executives agree.

Dave Rooney, the Chrysler group's media director, says the company's advertising spending in minority media has grown in the past two years. He would not disclose amounts.

GlobalHue, the nation's largest minority-owned advertising agency, handles the Chrysler group's multicultural marketing. The account is worth an estimated $140 million a year.

A seat at the table

To maintain consistency of brand and product messages in its advertising, Rooney says, Chrysler gives Global Hue, of Southfield, Mich., a seat at its strategic planning table along with its general ad agency, BBDO Detroit.

Allen Pugh, GlobalHue's executive vice president, says his agency seeks to "drive traffic" among minority buyers to the Chrysler, Jeep and Dodge brands by maintaining cultural sensitivity in the ads it produces.

"We take the brand essence and make it relevant" to minority consumers, Pugh says. "You can't just take what's done for the general market. You need to understand cultural relevance and needs."

He cites the example of a TV commercial from GlobalHue for the new Hemi V-8 Dodge Charger car. The commercial shows a sharp-looking African American man in business attire. It suggests the car transforms the driver into a superhero.

The commercial was used frequently during broadcasts of this year's NBA playoffs.

Multiple segments

In 2003, Toyota Motor Sales U.S.A. Inc. hired interTrend Communications Inc., of Long Beach, Calif., to create Asian American ad campaigns for Toyota.

"The automotive category is now the hottest category in the Asian arena," says interTrend Senior Vice President Robert Liu. Different groups of Asian Americans have different characteristics and needs, Liu says. Automakers and their marketers need to learn and address those needs, he adds.

"It's not just different languages," Liu says. "It's a unique lifestyle, culture and needs. It's building an emotional connection."

Asians are the second fastest-growing U.S. population group, trailing only Hispanics, the U.S. Census Bureau says. The Bureau estimates that last year there were about 41.3 million Hispanic Americans and 14.0 million Asian Americans in this country.

Research firm Competitrack, of Long Island City, N.Y., estimates that while automakers spend about $250 million a year to advertise in Hispanic media, they spend just $20 million to advertise in Asian-American media.

More: http://www.autoweek.com/news.cms?newsId=103266

[steve333]

Remember when America was a melting pot, and everyone knew they had to speak English as soon as they arrived (actually they really had no choice because the Govmnt didn't enable them and Bank ATMs, etc were only in English), and everyone basically went to school, then went to work, then became a productive citizen without whining?

Ahhh, the good old days.

[tama z71]

Originally Posted by steve333

Remember when America was a melting pot, and everyone knew they had to speak English as soon as they arrived (actually they really had no choice because the Govmnt didn't enable them and Bank ATMs, etc were only in English), and everyone basically went to school, then went to work, then became a productive citizen without whining?

Ahhh, the good old days.

:beer:

[GM_Fanatic]

GM has definetly been pushing the Hispanic advertising with Chevy the last couple of years.

[Infiniti Z350]

GM advertises the GMC Denali line heavily to African-Americans. I guess they have a certain "bling" factor like the Escalade.

[Sparta]

Originally Posted by steve333

Remember when America was a melting pot, and everyone knew they had to speak English as soon as they arrived (actually they really had no choice because the Govmnt didn't enable them and Bank ATMs, etc were only in English), and everyone basically went to school, then went to work, then became a productive citizen without whining?

Ahhh, the good old days.

:beer::beer:

[DirtyMoney]

no comment

[SonicAerio]

Originally Posted by steve333

Remember when America was a melting pot, and everyone knew they had to speak English as soon as they arrived (actually they really had no choice because the Govmnt didn't enable them and Bank ATMs, etc were only in English), and everyone basically went to school, then went to work, then became a productive citizen without whining?

Ahhh, the good old days.

:beer::beer::beer:

Wow...big suprise Toyota going after Asian Americans

[GM_Fanatic]

Originally Posted by DirtyMoney

no comment

Then why post?

It seems to me GM doesn't really advertise to the Asian population here on the west coast. That would be a great market to tap too.

[SonicAerio]

Originally Posted by GM_Fanatic

Then why post?

It seems to me GM doesn't really advertise to the Asian population here on the west coast. That would be a great market to tap too.

Definatly...and they should use brands like Caddilac or Saab for that...there was an article that a huge percentage of Asians in America buy Lexus or BMW..GM should step up their luxury brands for this audiance....maybe with the "New" Saturn?

[paul8488]

Do different groups like being specifically targeted? Would you be more inclined to buy a vehicle that the manufacturer pushes as built for 'your people'? How does marketing for Hispance differ from marketing to whites or Asians or any other group? Are the actors of those races? Can't say I've ever come across ethnic-specific marketing, at least that I recognized.

[GM_Fanatic]

Originally Posted by paul8488

Do different groups like being specifically targeted? Would you be more inclined to buy a vehicle that the manufacturer pushes as built for 'your people'? How does marketing for Hispance differ from marketing to whites or Asians or any other group? Are the actors of those races? Can't say I've ever come across ethnic-specific marketing, at least that I recognized.

I haven't come across any either, and I believe thats the point. Based on what I've read from GM about the hispanic marketing with Chevy, it is just a matter of sponsering Hispanic events (award shows...etc) and putting advertising on hispanic commercials and magazines. So yes I assume it is in spanish with hispanic personalities.

If I put myself in their prospective I would definetly not be offended, if anything I would appreciate the fact that a company is making the effort to understand my culture.

I suppose those words would have more meaning coming from someone that is actually in a specific ethnic group that has experienced it first hand.

[1G6]

Originally Posted by steve333

Remember when America was a melting pot, and everyone knew they had to speak English as soon as they arrived (actually they really had no choice because the Govmnt didn't enable them and Bank ATMs, etc were only in English), and everyone basically went to school, then went to work, then became a productive citizen without whining?

Ahhh, the good old days.

:beer: :beer: :beer: :beer: :beer:

[steve333]

Originally Posted by GM_Fanatic

I haven't come across any either, and I believe thats the point. Based on what I've read from GM about the hispanic marketing with Chevy, it is just a matter of sponsering Hispanic events (award shows...etc) and putting advertising on hispanic commercials and magazines. So yes I assume it is in spanish with hispanic personalities.

If I put myself in their prospective I would definetly not be offended, if anything I would appreciate the fact that a company is making the effort to understand my culture.

I suppose those words would have more meaning coming from someone that is actually in a specific ethnic group that has experienced it first hand.

Well, now, personally I also prefer it when a company makes the effort to understand my culture, American culture. This country's been here for over 200 years, we have a culture.
And, am I also a member of a ethnic group? I'm Polish, plus I'm Jewish.
You know, I'm kinda offended that GM isn't catering to my special needs by not including polka music and a gefilte fish in their ads! (sarcasm added for special effect).

If a poor choice in Presidents doesn't kill this country, multi-culturism will.

[stevecmh]

Question: What makes a car more Asian, Black, Hispanic, or White over any other car???? I personally think that it is bad to target certain minority's. IT alienates the rest of us.