Case Study: Hispanic Marketing Success.
Reaching the Right Demographic
Miller Ad Agency + Capitol Chevrolet + Univision = #1
Conversation details from the video.
Why did you decide to partner with Univision to reach the Hispanic Community?
At the Miller ad Agency, we pride ourselves in our research, we really look into the client’s business as if it were our own. The specifics for Capitol Chevrolet in particular, called out for participation in the Hispanic market. After doing all of the demographic research, not only for their direct area, but also for the entire DMA based on where Capitol wanted to grow. It was an obvious course to partner with Univision on TV, radio, and all of their digital elements as well.
What would you tell someone who thinks they can reach the Hispanic through general market advertising?
So general market advertising in Texas is unique it’s different in every market; San Antonio, El Paso, Austin it does depend on the length of time that people have been in the community it depends on the type of Spanish speakers you have in the community. So, a lot of that goes into partnering with your local Univision station to find out wha’s the best way to reach that community. Yes Spanish people watch English TV, yes they might listen to English radio, but that is not their number-one choice. You might catch someone that way but if you really want to make an impact in the community you need to speak to them in their language; reach out to them that way in order to send a solid message.
What is the best part of your relationship with Univision?
I think the best part of the relationship with Miller agency with Univision and with Capitol Chevrolet is communication. I believe it’s truly one of the most important aspects that makes Univision so successful. The reps and management make a point to stay on top of your account, make you aware of upcoming and current issues, anything that from opportunities or challenges. We partner with Univision because we know that they are going to be one of the best to help make that relationship work.
What has been the impact on your business through Advertising with Univision?
Capitol did want to start advertising to the Spanish market, and they absolutely were in the right location in town and it was the huge growth opportunity for them. So once they put the plan in place, once Alex Flores knew exactly how he wanted to market Capitol Chevrolet to that market everything kind of came together. Capitol has seen nothing but growth month-over-month, year-over-year and the numbers are there to prove it. Their sales are up but not only that, their sales are up because of the Spanish market. Chevrolet overall is also up in the Austin market, and Capitol Chevrolet can absolutely take credit for the growth. For most markets in Texas Ford and Toyota lead the pack, but in Austin Chevrolet leads the pack. I truly believe that’s part of the lift for all partners. When you have a successful client and you have a great working relationship, obviously that helps the Miller agency as well. So, it’s been a win-win for everybody.