by Andrew Markel

For the marketing executive, it’s easy to see the potential of the Spanish-speaking aftermarket professional demographic, but it may seem difficult to formulate and implement a strategy to tap into this market. However, it’s a lot easier than you might think.

As the editor of Servicio Automotriz magazine, a publication directed at automotive professionals who speak Spanish as a first language, I’ve learned a lot over the past two years and gained a deeper understanding of the market.

What have I learned? What is the secret to communicating with this niche? The short answer is that our staff has learned to look for the similarities before looking for differences. This philosophy was adopted after we got to know our readers better through shop visits, phone calls and contact at trade shows like PAACE Automechankia in Mexico City. I realized readers of Servicio Automotriz did not differ much from the readers of our English-language magazines. They have an intense passion for the automobile and repairing it right the first time. They also like NASCAR, Major League Baseball and the NFL.

What will really amazes me is just how much we share in common when it comes to absorbing brands, interpreting marketing messages and eventually developing brand loyalties. The behavior is very similar to any English-speaking person in the aftermarket. Just look at brands like Snap-on, Monroe and NGK and their popularity on both sides of the border. The bottom line in their success is that quality is a universal language.

What advice would I give marketing or advertising professionals if they want to reach this lucrative market? Here are five simple rules that will help you to sell and market your products to the Spanish-speaking aftermarket professional.

3. Avoid labels : Do not use the terms “Hispanics,” “Latinos” or “Mexicans” in a professional context. We use “Spanish Speaking Aftermarket Professional” (SSAP). Why? Because if you start looking at the ethnicity of the person before anything else, you are going to start off on the wrong foot in the relationship. In the aftermarket, you are a technician, manager or counterperson before you are identified by ethnicity.
4. You are only as good as your translation. The most daunting aspect of starting an advertising or marketing program to the SSAP is the translation process. There are many services available, but make sure the service provider you select understands you and your customer. Always explain to the translator if the text will be used for advertising copy, a product brochure or a technical manual. Also, ask the translator about the dialect he will be using. Request that the translation be as dialect-neutral as possible. If there are similar nouns and verbs that differ by dialect, ask the translator to put the analogous word in parenthesis.
5. Leave all stereotypes at the door: Images of soccer, low riders and the Mexican flag will not endear you to potential customers. Keep the discussion professional when you are marketing to this demographic.
6. Technical information has no ethnicity: The act of repairing a vehicle is the same anywhere in the world, only the language used to express the action is different. Never “dumb down” your content for an SSAP. Also, try to provide an English version to the reader. Ninety-nine percent of people who speak Spanish as a first-language are trying to improve their English skills.
7. Use the ASE glossary: The National Institute for Automotive Service Excellence (ASE) has developed a Spanish/English glossary to assist ASE Spanish-speaking test candidates as they prepare to take the ASE exams. The glossary is the “gold standard” for the automotive aftermarket when it comes to translating advertising copy and training materials. A copy can be obtained at the ASE website in the Resource Center.