Episode 18- Reaching the Hispanic Market with Dave Gallego of Telemundo

SPEAKER_00 0:00

Accelerate your dealership success. This is the Car Guy Simple Podcast.

SPEAKER_01 0:06

Hi, Joe Levine. Welcome back to CGS Car Guy Simple, the podcast for everybody in the automobile industry, wholesale, retail, doesn't matter. Welcome back. Another guest, another guest special, another guest special episode, another special episode. Off we go. First, though, let me introduce somebody that we're each other about for as long as we PMD's been in business, what, 22 years? Yeah, it's been a couple of decades. So say hi to a friend of ours, but also a media guru when it comes to the Latin community. Dave Gallego, the automotive executive at NBC Universal in Telemundo. Dave, welcome aboard. Joe, it's great to be here. Great to see you and your team. Well, appreciate that. Thank you very much. Um, let's dive right in, right? Let's do it. For the benefit of our audience that is listening and watching and everybody always hears me. Thank you. Tell your friends. We always say that, we always lead with that, right? Um, let's start with with how who's Dave? What's Dave's background? How does Dave is, well, you're a member of the Latin community.

SPEAKER_02 1:21

Yeah, my dad's actually Spanish. He was born in Spain, Barcelona.

unknown 1:26

Nice.

SPEAKER_02 1:26

My mother was born in England, so we didn't really speak Spanish in the house, but hey, I got the last name for it, so I'm official. So tell us about your background. Um, all right. Well, I was born in 1969, but let's fast forward to the auto industry. Um, I was in the local auto industry for for eons. I uh started off, I was the general manager at Bay Ridge, Volkswagen and Audi. Um, and then that was for about 10 years, and then I moved over to Bayside, Volkswagen. So yeah, I I was in that business for many, many years. Still am in the business, if you will, but uh um did all the behind-the-scenes stuff and all the stuff that goes on within that world. So did that. Um, my wife and I had uh young children, so I said I kind of gotta kind of have to pivot away from that industry. And then I joined the team at the New York Post in the uh auto um auto department. Print was, as you know, print was rapidly diminishing, so I had to get out of that industry. I don't really change jobs too frequently. Um, as you can tell by my resume, I stay in places for a while. So I thought, where am I, where can I be for a long time? What industry is going to be around for a long time? And the Spanish market at that point was already huge, but it continued to grow. So I said, let me set my sights on that. And when the job came became available, NBC Universal and Telemundo, I just said, I'm all in. And here we are 12 years later.

SPEAKER_01 2:48

It's always interesting to me when I get to speak with someone such as yourself. We tell people all the time, people ask us, well, what's the difference? Then here comes the paid political announcement. Everybody pay attention. So obviously, everybody by now knows that CGS is powered by PMD, which is our ad agency that's been in business for the last 22 years. And people ask me all the time, like, what is the biggest difference between you and others? Well, I'm a former dealer, and I'm not the only person in the car business who happens to be a member of this organization. So instead of media salespeing to sell to car people, we're car people that happen to be in the media business. You're unique in the same way. You're a car person that happens to be in the media business as well. And what kind of advantage do you think that gives you when you when you speak with and work with auto dealer clients and their associated agencies?

SPEAKER_02 3:42

Well, as you can attest, when you speak their language, you speak their jargon, you know what they're talking about, you know what an RDR is, uh you know what delivery is, you know when to call on them. You don't want to call on the last day of the month, right? So just speaking the language, you have instant credibility and you can commiserate with them, right? Because you know all of the trials and tribulations that they deal with, that they've dealt with. You know the goods, the good parts, you know the bad parts. So it just really helps.

SPEAKER_01 4:10

More peer-to-peer?

SPEAKER_02 4:11

Yeah, absolutely.

SPEAKER_01 4:12

And so now to shift gears into the Hispanic market, because we're here to talk about the Latin community, the Hispanic market, right? As a member of the Latin community, right, your insight might be different than other people's uh view of the of the of that particular microcosm, if you will. And and I get to ask this all the time. So now I get to ask you, how large uh is the Hispanic market when as it pertains to the car business? And is it we could talk about nationally, uh, because obviously this pod goes out to everybody listening and watching. Thanks again, right? So so how big is that Hispanic market?

SPEAKER_02 4:49

So this the Spanish market is is tremendous. So right now it's about 27, uh about 20% of the population nationwide. So uh that number is 70 million. That's expected to grow um probably about 10 to 77 million over the next few years. Speaking locally, it's 26. And by the way, that that's 70 million. That that 20 number that includes some areas, some states have really no population. So 20 is staggering when you consider just how concentrated it is in certain areas. But now, if you come to the New York DMA, it's twenty it's more it's almost a third of the population.

SPEAKER_01 5:30

So before we get into how best to reach the community, right? The Hispanic community, right? Let's talk about let's talk about um why certain types of media work better than others. What is the appeal in the Latin community to television? What's the is it relevant still? How does it interconnect? Even to at the family level, right? There's differences, right? That what what what my parents used to do with me when I was a kid with the little TV table and you'd sit and watch the local show, sure. That still goes on in the Latin community, right?

SPEAKER_02 6:08

Well, that's a great point. So, in a lot of households, you'll find that there are different generations that all live under the same roof. So you can have infants, you can have babies, but all the way up to grandparents or even great-grandparents, and the TV will be on in a lot of cases, it'll be on all day long. And that kind that encompasses many different types of programming.

SPEAKER_01 6:29

It does, it does, yeah, it does, it does. How important then is it to there's no gentle way for me to say this. I have to use the word properly, right? Because we've always felt that there's two ways to to speak with you can't speak at a community, whether it's Hispanic, Hindi, Asian, you don't speak to them, you don't talk to them. You you you you chat with them, you have a discussion, right? Um, but there's a there's an importance in in how we properly reach out to the Hispanic market. Would you agree with that? 100%. So so what what in your mind, let's let's let's throw let's draw that picture out a little bit. How in your opinion is that best achieved?

SPEAKER_02 7:17

Okay, well, just to get a little bit more granular, so just in terms of the importance of reaching out to the the uh Latino community, um just getting granular and talking about the auto industry, Spanish speakers are 36% um more likely to be auto intenders.

SPEAKER_01 7:33

So what does that mean? 36. So I gotta slow you down. As you know, in God we trust all that bring data. Thank you, David. Right? All the others bring data. So 36%, say that one more time.

SPEAKER_02 7:43

They're 36% Spanish speakers are 36% more likely to be auto intenders.

SPEAKER_01 7:48

What does that really mean, though? Are they that bottom funnel that they're they have intent, they're looking for wheels?

SPEAKER_02 7:55

Well, they're looking for wheels. Now, that could be, of course, that could be pre-owned, also. It's not necessarily new, but they have um identified as being auto intenders. So listen, you when you when you do the research, when you when you get the research from um Scarborough or Simmons or Claritas, this is what they've determined. And it doesn't just stop there. I mean, 65% of Hispanics are more likely to be loyal to a company uh that makes an effort to advertise in Spanish. Um and and the figures, they just keep coming. I mean, uh Spanish speakers are 42% more likely to make a purchase as a result of seeing an ad in Spanish over the past three months. So the the US spending, the Hispanic spending in the US is almost three trillion dollars a year.

SPEAKER_01 8:39

And that market has changed, right? Because it when I first came up in the card business as a salesperson, you know, I was always told, oh yeah, yeah, the Latin community, a lot of people, but you know, the the the makeup of of a of a member of the Latin community buyer-wise has shifted now. These are these are card-carrying members of the credit community. They can buy what they want, they can afford to finance, they can afford to lease, they can afford to pay cash. You've seen that shift, right? It's not the the the mystique from 40 years ago. These are these are this group of people are just as able to buy a vehicle of their choice as just about anybody else on the planet. Is that true?

SPEAKER_02 9:19

Yeah, and that actually brings up a really good point. So um a lot of people, much to my chagrin, a lot of dealerships, like they will talk about the bad credit angle, which is a fallacy. Um, and perhaps we'll delve into that a little bit later. But um, yeah, to your point, they absolutely can. I mean, look, it's just like selling car to anybody else, right?

SPEAKER_01 9:40

Well, it is. I mean, I we believed for years there's only, and bluntly, there's only two ways, not anymore, but the way I was brought up in the in the business, when you if you want to sell cars in the Atlanta community, there's two ways to approach it either hot women or mother and family. And we always went mother and family until we realized just how important the family unit in a in a in a Hispanic household really is. And you you alluded to that a minute ago when you said all these generations are are coming together at the same time on a regular basis. Any more thoughts on that?

SPEAKER_02 10:15

Yeah, okay. So it's funny that you mentioned that because another thing that I always frown upon is it it's not as bad now as it used to be, but when auto dealers specifically did their creative, they would want to go the slant where they would want the scantily clad women. Okay, now, okay, that's a major turnoff, right? They don't want to see that. So that's a prime example of what not to do. And again, it's not as bad now as it used to be, but back in the day, not even that long ago, maybe five, 10 years ago, you would see people go in that direction. And that was foolish.

SPEAKER_01 10:49

Well, so what so is it so it's what people hear and see in any environment, right? In any community, that makes a difference, right? How impactful and how important it is it to maintain the right storyline that caters to the community as opposed to trying to just bang out a bunch of deals.

SPEAKER_02 11:10

Yeah, well, Spanish language content, it delivers more of an emotional play. Um, there's an emotional connection, it leads to higher engagement um with both content and brands. So even with more media choices than ever, this audience continues to actively choose Spanish language viewing. Um it's it's interesting because they're incredibly loyal. They being so this audience, this demographic, the Hispanic audience, they're incredibly loyal. So if they're treated properly, then one deal should certainly be more than one deal because there'll be repeat buyers. Statistics show that they this audience that they um they work with numerous people, right? They're not sitting behind a desk statistically, they're not sitting behind a desk by themselves, they're working with a bunch of people. So what happens if they're treated properly? What do they do? They tell all their co-workers and they tell their friends and obviously their family. So one deal should certainly be worth more than one deal. It should just keep going if you work it properly, if you treat them properly.

SPEAKER_01 12:14

Right, right, right. So, so it well, it but the conversation is a lot deeper than it used to be. It used to be we could just slap Seabla Espanol on our on our website, and people are like, I'm open for business in the Latin community, boom, and the lights are all flashing. Open, open, open, open. Hola. That's not the case, right? No, you don't you have to have members of that community on your payroll and tailor a discussion to go longer term so that that that the fit is better, it's more hand in glove, as opposed to say, I'll bless Panol, and the and the family walks in looking for someone from their community and and there's dust. There's nobody there except for English Anglos, right? Right. How did so what's your what's your thinking of that on that?

SPEAKER_02 12:58

So they prefer to if you make an effort and you market to uh the Latino community, if you make that effort, then they are um 70% more likely. Um they find that you're respecting their traditions and their their culture.

SPEAKER_01 13:12

So that's statistic. When when a when a member of the Latin community walks into a dealership, not a hardware store, a dealership, not not the the vacuum sales place, a dealership, not not a window and door place, right? Right. I beat that enough. They walk into a car dealership, whether interested in a new, used, or commercial vehicle, doesn't matter. There's a 70% probability that they're going to do business if they're able to speak with a member of from their community as well.

SPEAKER_02 13:42

They feel that it's respectful to their culture and their community, absolutely.

SPEAKER_01 13:47

So, so obviously the low-hanging fruit softball question that there's no answer to is then why don't people pay attention to that? Well, maybe some people aren't aware. Some people think that they have a bilingual trigger on their website that it converts to Spanish, but it doesn't always, it leaves only it only converts keywords. Our philosophy, and and a lot of this was your help over two decades ago. When we put a campaign together, right, and we work with you and we when we launch it and it's going and it's humming, we make sure before it launches that the entire spot that's airing is in Spanish, not just keywords. Right. Right. And um, and and we couple that with the phone number that's on the spot, coincides with not the general switchboard. It goes into a dedicated number that if the person is not present to answer the phone, it drops into a Spanish voicemail message. So we're very thorough in how we want to let these if we tell people we're a member of your community too, don't we need to display that? How do you feel about that?

SPEAKER_02 14:55

Well, 100%. So that would that's only going to help things if you have a dedicated website that's in Spanish, because to your point, Google Translate, it doesn't always translate. So that's fair. Yeah, it's very important uh to do that. Yeah, and and you know, when you have a you you need to have a Spanish-speaking stat because as I alluded to earlier, um the Hispanic audience is is much more comfortable speaking to somebody in their own language. Uh, and you can say that with any ethnicity, right? I'm sure that's the case across the board, especially especially here. Uh, but you do you want to you also want to have a staff not just in sales, but also in service and parts. It has to go across the board. So incredibly important, and it only helps your credibility, and it's only going to help your cause ultimately.

SPEAKER_01 15:38

Well, it was always interesting to me um that you know, you watch, I don't know if you're a Met fan, Yankee fan, a Texas Rangers fan.

SPEAKER_02 15:46

And if you're watching, I'm a Miami Dolphin fan. Don't hold that against me.

SPEAKER_01 15:49

I'm embarrassed. That's okay. There's but you almost got it because the only Miami really willing to what's it all about, Josh? It's all about the you. That's all see, even Josh knows what it's about. It's about the you, baby. The and that's not all kidding aside. That's legit, right? That's how, but so I'm watching the Yankee game or the Met game, right? Because I'm agnostic to team. I just I like baseball. And I'm seeing behind the plate the messages that are on camera that are in Spanish. There's a lot of crossover, right? There's a good percentage of people that are members of the Latin community that speak wonderful English, they may not necessarily want to lead with that. They're more comfortable in their own community and their own language. Is that still the case that you see more and more? 100% more and more, though, right? Comfort level. 100% comfort level.

SPEAKER_02 16:38

100%. And then as I alluded to earlier, the loyalty factor, it's tremendous. And that's something that you don't you can't say that you get from from the general market, the loyalty factor, but this is immensely important. Plus, when you when you market to the Hispanic community, um, they feel that they've been invited to the party. So what does that mean? That means that if you're speaking to them, they will they will feel welcomed and that's key, and they'll come and listen, they'll travel. Like, for example, I could say with confidence that maybe you and I, if we want to buy something, we'll probably stay within five, maybe ten miles of where we live, unless it's something outlandish, who knows? Maybe we want to buy another guitar and it happens to be 80 miles away and it's that guitar that you want, whatever the case may be. But with the uh Latino community, they will travel beyond the five and ten miles. So what's interesting is that I'm able, uh, I'm able to basically see when somebody markets when a dealership markets to this community, I can see by checking out the pulk reports, every dealership has access to pulk reports. So now pulk breaks that they get the registration information, um, and then they break it down between um the general market and then Hispanics. So now, if hypothetically, let's say the dealership has a population of within five or ten miles, a Hispanic population of about 25%. Let's say, let's for argument's sake, 25%. Now you can see that they've now the people that market to this community, you'll see that they'll over-index. So now you'll see that because in a perfect world, if there's a population of 25%, in a perfect world, 25% of their registration registrations should be the Hispanics. People that market to the community, you'll see that number will now be 32%, 34%, more than 25%. But more often than not, if that number is 25%, you'll see numbers 12%, 14%. There's a tremendous opportunity that they're swinging and missing on.

SPEAKER_01 18:37

So the the top line numbers definitely drive total dealership performance. And we're going to get into do's and don'ts after the break, and we're also going to talk about, you know, uh broader pools of marketing and some other things that are that are very important to talk about and and uh beacon score and other messages aside, you know, the importance of making sure that that you you really pay attention to the little things. But I, you know, when McDonald's years ago put their first their first um Spanish commercial on Anglo television, people were like, somebody made a mistake there. They knew exactly what they were doing. Yeah. Right. And it fought, they followed suit with radio, and and all of a sudden other people started to do that. And we're we're seeing that in in sports now. And we'll talk about a World Cup in a in a little bit because I know that's not that hot a topic anywhere in the country.

SPEAKER_02 19:28

Yeah, nobody's really interested.

SPEAKER_01 19:29

Yeah, yeah, yeah. Uh at all because it's a partial sport. Only kidding. I'm only kidding. Uh, I'd love to spark that that that argument. It's a it's a lot of fun. It's not curling. Can we be honest with each other? We can because I still don't understand that one. Although the first time as a lacrosse guy, the first time I saw Irish curling on television, I was like, I want, I want to do that. Those are crazy people. Crazy, I tell you. I love it. It's wonderful. But the the the the wave of how sports has become so passionate in all communities, yeah, is what's really driving this frenzy, right? Um, so uh at this point, um, you know, after the break, we're gonna get involved in in really the the core issues of of the don'ts, because do's are easy, we're open. That people like to joke joke around about that being a slogan, but the don'ts are what really bites you in the butt here, right? So we'll we'll talk more about that and we'll we'll talk about some free reach and frequency stuff and local versus DMA and all that other stuff. But uh Josh, I think we're coming up on a break. Is that fair? Coming up on a break. Coming up on a break. That means we're on the break. That was his polite way of saying, Joe. It's break time. So we're gonna take a vast 60-second little break here. Please stay tuned and thank you for watching and listening or both. And um, and we'll just be back in a couple of minutes. So stand by for more CGS. Thanks.

SPEAKER_00 20:53

Our full service ad agency specializes in providing creative solutions for new car dealerships looking to sell more vehicles, increase service numbers, and promote their brand image more effectively. We use our experience in television, OTT, digital, social media, and more to anticipate challenges and find effective market-dominating solutions so that our dealership partners can thrive in an ever-changing landscape. You can learn more at pmdusa.com.

SPEAKER_01 21:24

Welcome back to CGS Car Guys Simple, the podcast for everybody in the automobile business, regardless of location. Thank you for hanging in through the break. We're back. We're back with our special guest. I'm Joe Levine, and our special guest joining us today, David Gallego. Dave is an automotive executive for NBC Universal in Telemundo. That's a hell of a title. I don't even have a title. I want a title. What's my oh, my title is Porter. That's right. I just get to sweep up around. Yeah, it's fine. All right. So let can we pick up where we left off? Let's do it. Let's okay. Let's talk about um, let's just Be blunt, man. I know we touched on this a little bit before the break. Let's really hammer this, right? What are dealers doing wrong in modern approaches to advertising into the Hispanic market? Into the Hispanic market, because most retailers, I mean, there's members of the of the Hispanic community, the Latin community that are dealers and managers. And those that aren't think that they're marketing into and they're not necessarily getting it. So what are they doing wrong?

SPEAKER_02 22:26

Well, so I find that a lot of advertisers, and not just confined to automotive, but there's a lot of ad a lot of advertisers that they feel that they can reach the Spanish audience by delving into the English market. And you know, you're you're swinging and missing there. That's inaccurate. 85% of Hispanics, 85% of Hispanics speak Spanish at home. Um, perfect example, Telemundo delivered the most watched Super Bowl in Spanish language broadcast history. Only bringing that up because people had a choice. Obviously, they could watch it English or they could watch it in Spanish. And obviously we didn't outdeliver the English audience, but it was a record-breaking audience. So you can't really reach that audience. I mean you can, but it's not as effective if you um if you go the English route. Um, as I mentioned earlier, 70% of Hispanics believe that companies who advertise in Spanish really care about their culture uh and want their business.

SPEAKER_01 23:23

So is there a trust line that moves in the in the Latin community that if if they hear a message that's that's thrown to them uh on tele we're talking about television here, um if they're watching something and and the and the language and the text and everything is lining up in Spanish, are they more prone to pay attention to that because they really get the initial perception that these people are members of their community? Is that matter?

SPEAKER_02 23:50

Yeah, absolutely. I mean, statistics do show that so it's it's overwhelmingly uh in that direction that you should really be sending the message in Spanish.

SPEAKER_01 24:03

How far out does this go? Because you just can't throw a Spanish bot up on on any of the Latin networks and expect uh people to come flying through the door and then they meet with with uh with Dave, and Dave says, Can I help you? And the whole thing is blown, right? That's a don't, isn't it? Uh Joey, so what do you mean? So what do I so I'm trying to step on eggshells? I can't do that. I'm just a I'm I'm I'm a I'm from I apologize, I'm a New Yorker, so here comes you can be blunt, huh? This is good. I just want to make sure I'm answering the question properly. So so somebody spends a lot of money to go on on Hispanic television. Yeah. Okay, great. And they put up a Hispanic ad. Yeah. But they don't do anything to address their own environment so that the person from the Latin community comes into the dealership and gets Dave walking up to him and go, Can I help you? You're here to see anybody, which curdles my milk to start with, because I'm like, that's not even a sales process. Is it even more damaging to do that in the Latin community? You spend all that money to get somebody to come in and they're not seeing a member of their community.

SPEAKER_02 25:05

That's a way, yeah, it's a waste of money. So, for example, there might be one Spanish-speaking employee. He or she could be the receptionist, or he or she could be the deporter. Right. Um, oh, you're a Spanish. Oh, you you need to speak um to speak to somebody in Spanish. Hold on, let me find that person. Right. Well, then now, okay, listen, you're wasting time, right? You're wasting money, right? And you're wasting time. You need to be set up properly. Again, sales staff, service staff um parts, finance. You need to be set up properly.

SPEAKER_01 25:31

Not just one guy in the service department sweeping up. You need you need people, right? It's it's it you need people involved in this conversation.

SPEAKER_02 25:38

You need the entire infrastructure. But the good news is once you have that infrastructure in place, now we're talking.

SPEAKER_01 25:44

Right. So, so then then we get into dialect, right? Because we have members of the Latin community here at PMD. You know, the the company that powers CGS. That was that's a that's a that was three, Josh. I got three mentions in. Three promos. Pmdusa.com. How are you doing? All right, so so Emily and and Isabella, um, and we were talking earlier about dialect, yeah, and how you have to be careful before you came in, we're throwing it around the room. We're very conscious of you know, understanding who you're really speaking with in what in what uh in in in what pocket of the Hispanic community are you looking to go into, right? Because if you're looking to speak to a Dominican group with a Cuban dialect, that's not going to go really well, right, as opposed to using what we refer to here at PMD as schoolroom Spanish. You know, where is the middle ground? How do you land on that? What dialect are you supposed to use?

SPEAKER_02 26:41

Yeah, well, that's that's a very interesting point. So you have to be strategic, right? So you mentioned Dominicans, but then you also have the uh the Puerto Ricans, right? So that's in certain areas, that's number one, number two, right? The top two. So for example, on on news broadcasts, for example, you might have one anchor that's Dominican, one that's Puerto Rican. So you kind of have both represented. But um, yeah, I mean, look, at the end of the day, if you're speaking Spanish, it's still Spanish. You're not really offending anybody.

SPEAKER_01 27:10

Right, that's true, but it lets let's let's get out of the New York Metro for a second and go down to Texas. Yeah. I would be willing to bet that in certain areas, and actually I Well, that's Mexican. It's a it is, right? I'm I'm betting I don't, that's why, see, I just gave it away. I don't go to casinos because I I lose, but this is a sure bet, right? Most of the time a dealership in Texas is going to be in a community that is proliferated with Mexican members of the Latin community. So to advertise into that community using a Cuban or Puerto Rican dialect might not be as helpful and effective.

SPEAKER_02 27:50

Right. Right. So then you just you just have a uh a Mexican, someone of Mexican heritage be the spokesperson or whatever the case may be, or you can get an influencer, or you can get a celebrity. Um they love having uh the Hispanic community, they do um they do like the celebrity affiliation connection. That's that's that's maybe something to think about, to do instead of what not to do, because I know you asked about what not to do. Right. And um as we mentioned earlier, you don't want to have the you don't want to have the bad credit message, you don't want to pump that message. If you want to put a blurb in, just like you would the general market, just like the general market, right? Want to put a blurb in? Fine.

SPEAKER_01 28:29

I equate the best analogy, because I get asked this a lot, um, as does uh as do other members of our team, right? Before we move on, just a quick analogy. Um uh that was for your benefit, Josh, because I know you always like to keep me moving. You're welcome. Um uh I equate this to um the first time I ever watched soccer on television and the warring factions in the stands. Now, virtually everybody at this particular game at this gigantic stadium were members, for the most part, of the Latin community. Yeah. Maybe they were bilingual, maybe they weren't. It doesn't matter. They're members of the Latin community. And the and and I see this brawl break out between the two groups of fans, right? They're they're both cheering for their teams very passionately. Um, but sometimes we can get into that brawl if we're using the wrong dialect in the wrong portion of the market. In the we're in the correct area of the United States going after the correct community, and we're using the wrong dialect, which makes us a fail. And then all the more reason for people to go, don't go there, they don't get us.

SPEAKER_02 29:34

Yeah, well, like it's funny that you mentioned that. I mean, just a little personal anecdote. I actually went to school in South Carolina, uh, the University of South Carolina, go game cocks.

SPEAKER_01 29:44

And when I went briefly, Game Cox with the go, but that's all right. Miami did I think Miami played uh South Carolina at last for postseasons.

SPEAKER_02 29:53

It's been a while. Fortunately, yeah, it's been a while since we played Miami, but going to school down there, my New York accent, but I mean, they pick up on that pretty quickly and it made some for some uh fairly uncomfortable uh times, but uh, but all good. Um, do we have do we can I just delve into a very quick story about things to do and the importance of no, we don't have time for that.

SPEAKER_01 30:15

Of course, but go have at it, man. It's your it's your episode.

SPEAKER_02 30:18

I'm just here to have fun. I just want to tell you like a real quick story about uh my first experience, one of my first experiences working at Telemother. So uh in terms of things that you should do when you market to the Hispanic community, family is so important, right? It's a tight family knit um uh community, right? Family focused. Getting to my story. So I first started working there, and there was a festival in in uh flushing meadow park, a huge, tremendous park in Queens County, New York. Um it was called Junta Hispana, and it was in a big festival where they have every country represented different types of food, they have vendors there, all the big supermarkets, etc. etc. So here I am, middle of summer. I'd rather be at the beach, it's a gorgeous day, but you know what? Let me just drive and check out this festival. I had zero expectations. So now I get to the park and there was 150,000 people there just for the festival, but just driving around the park, I feel like every single patch of grass was taken by a Hispanic family, barbecuing, picnicking, playing soccer, volleyball. Right. It was very eye-opening. I couldn't believe it. It was packed beyond belief, and and I saw just how important the family structure was, and that this is what they stick together, and this is what they do, and it really was true. Eye-opening.

SPEAKER_01 31:49

So, so that ties into you can't have a message on the air that differs from the experience in the dealership. They you have to be able to see that all the way through from start to finish. Start being the time the person sees the spot and to the person that comes into the showroom and what they see from the first step of the sales process or the service drive service experience all the way through the time they leave. It has to be one contiguous, solid experience that caters to the community, correct? Exactly. Okay. So, so consistency then, right? And this is where a lot of a lot of um members of the automobile industry get tripped up because they're like, well, I'll try it, but if we don't see lift in 30, I'll give it 60 days. In the in the Hispanic community, consistency is different and matters. Is that correct?

SPEAKER_02 32:43

Yeah, you put it. Yeah, it's so it's so it's unrealistic whether it's whether it's um marketing to the Hispanic community or marketing to anybody, you don't just put an end on TV and then turn on a faucet and boom, it all comes. It takes time. Yeah, it does. It takes time. It's not gonna happen right away. But once they start to see the message over the course of several months, etc., again, they can appreciate that. And now you are probably your dealership or your brand is probably somewhat embedded in their mind. Um, because it really sticks out.

SPEAKER_01 33:14

And and when it comes to when it comes to coverage, right? Because you sell your broadcast television. And well, and digital too. And digital too. Yeah. And we get into this DMA configuration that isn't exactly hyperlocal. And we get asked that all the time. We go, I have all this bleed. I don't want to spend all the money for the okay. The greatest opportunity to break through at the community level is somebody who dominates the market, even if there's bleed out into other areas of a DMA that a dealership isn't interested in. Do you agree with that?

SPEAKER_02 33:46

Yeah, actually, Joe, that's a great point. And what you'll find is that, and I I know I mentioned it earlier, you'll find that if they're if if you invite them to the party, then they'll travel. So, what does that mean? So now the dealerships in in um area A, that means somebody that lives in area Z, they will travel 20, 30, 40, 50 miles. Now, how do I know that? I know that because I see these pulp reports, and I also look at pump in and pump out reports. You'll see that when these dealerships look at their pump in, pump out reports, when they're when they start marketing to this community, you're gonna start seeing all these strange zip codes that have not purchased cars from you.

SPEAKER_01 34:26

So get the 90 days, 60 days, 30 days out of your mind. Figure out how to get a PVR that works, blend this into your media mix and let it fly with a consistent message that's based on long-term success with members of the community in the dealership. And it's it's that's a good start to stay on the rails with this.

SPEAKER_02 34:44

Yeah, and of course, now with the advent of um of digital and streaming, now we could really get a lot more granular and just deliver the impressions to their backyard. With that being said, and that's a tremendous strategy, and it's also very cost effective. With that being said, there's still a lore of of TV. And again, our viewership, um, not necessarily our viewership, but the Hispanic community, they will travel if they're invited to the party and they feel welcome. They will absolutely travel. It's not an issue.

SPEAKER_01 35:13

Okay, so we're gonna get into um we're gonna get into specifically what are you know, rank the the best stuff to be in the best stuff, right? Um as George Carlin once said, Mayor SP stuff. Everybody's it's the stuff. Before we go there, um you know, you have a lot of different platforms. I hate using the term products because it sounds like I'm in the grocery store. I gotta get a bread and I gotta get products. I gotta get products. I'm gonna the home deal on products, right? So, so I like to call them platforms. So tele broadcast television is a platform that you're involved in. You're also involved in some digital platforms. Um before you say OTT, we consider that not to be digital, we consider that to be, and you've heard me probably rant on that, right? We had that in another couple of episodes, right? Just because it comes across your ISP, it's still television, you're not watching it uh on in space, they're they're watching it on their television, right? What other platforms do you get involved in at NBC Universal Telondo?

SPEAKER_02 36:12

So, other than uh the aforementioned uh TV and digital um N O T T platforms, we also have events, we also have sponsorships. So, for example, you can sponsor the weather, you can sponsor the traffic. Uh, there's a variety of different ways we can work within that, um, within that realm. Uh, but even like, for example, with um the World Cup coming up, um, of which uh here's a plug, Telemundo, you have the exclusive Spanish rights to the World Cup. Hey now, hey now, and um we have different integrations so we can come to the yeah, so we can go to right.

SPEAKER_01 36:50

So, so now thank you for that softball, right back at you. You know, rank it for me. News, sports, novellas, other stuff. Like what is the priority? Where do you if you have if you have obviously if you have globs of money and you just want to throw it all over the room, that's but that that's not everybody has core dollars they want to work in today's world, right? So, how does it rank? What's the number one, what's the top three or four things that people should want to be is uh tied into?

SPEAKER_02 37:19

Well, novellas are our bread and butter, if you will, but our news, yes, our news programs are immensely important as well. I mean, there's a a huge um uh a big viewership within our news programs, but it it's funny because there are there are good times to run that you and I would never watch TV at. I'm speaking for you. I'm I shouldn't speak for you, but for me, 5A to 7A, not really a big time for me. But with us, we have a good viewership there. Why? Because you'll you'll now hit the contractors, the landscapers, you'll reach them in the early hours. What about midnight to 2 a.m.? Again, not really a time that I would be watching TV, but now you're hitting like the restaurant workers that get home late. So it really spans the globe in terms of what's effective.

SPEAKER_01 38:06

I'm always amazed by the the results we and novellas aren't cheap. I mean, they just I mean, well, nothing's inexpensive today, right? Um, but novellas bring me back to when I was a kid, right? These are these are soap operas that are broadcast at night, yeah, right? That the whole family gets the little tables or wherever in the kitchen or wherever they're sitting, the whole family comes together and eats dinner, right? And they're watching novellas, right? Just like when I was a kid, there was, I don't know, the Disney, and there was uh Animal Kingdom, and there was the the the the the Joe chases the dog around the house or whatever the show was, right? The family stuff. The family stuff really never went away in the Latin community, right? It never went away. Well, well, yeah, that well, that's true. And the and and that even translates into broadcasting. It's no surprise that novellas are more expensive than anything else because the the biggest, heaviest viewership and the most the easiest remembered when you source it back to what people were watching is novellas. But nobody can afford just novellas because of unlimited budget. So the news and other things to sprinkle in, right? How does sports compare with news and novellas? Let's start with the anomaly that comes uh uh uh every so many years, you know, World Cup. That's is that just chart topping, even if you just stream it, you buy into a minimum pack it minimum package. Is that just wow, pick up the phone, call somebody and get involved in right now?

SPEAKER_02 39:41

Yeah, you you it's the kind of thing that there should be some uh some exposure pre-World Cup to kind of build up to it. And then the World Cup is a monstrous, a my is monstrous. Then this should obviously you should keep it going because there's gonna be tremendous residual value agreed after post-world cup.

SPEAKER_01 39:59

Are there any other sports that are that are noteworthy uh on uh in your world that that when people are looking at fixed position programming, they should think about when it comes to sports other than World Cup?

SPEAKER_02 40:13

So we'll we'll heavy we're we're heavy with soccer. So obviously the Dominicans they they do like baseball. Um we don't uh televise baseball, but we did have the Super Bowl, for example. Do you have sports desks on your news programming? Um we do have some sports highlight shows, and especially with the World Cup, we're gonna have like a recap show. There you go, if you will. But the World Cup, it happens as you mentioned, it um happens every four years. This year is unique in the fact that the United States is hosting it along with Mexico and Canada. Uh, but the fact that it's um on our soil, um, we're here in New Jersey. The finals are actually right here, probably 20 minutes away, although we're traffic four hours away. Um that that makes it far more special. Um, also, there are more Spanish-speaking nations involved this time because they've expanded the number of teams.

SPEAKER_01 41:00

If I'm in Southern California listening to this pod right now, right? And thank you. Um, and and you and you and you're digging this and you're like, this makes a lot of sense. Yeah, man, I I need to get more involved. Like, what's the first thing that a dealer in Southern Cali should to should think about when it comes to to starting a conversation about getting heavier in more advertising dollars in in and really looking at at the Hispanic community more seriously? What's the first couple of things that a dealer should think about?

SPEAKER_02 41:36

Budget. Okay. You have to have the right budget. You don't need to spend a million dollars, but you can't spend pennies either. Budget, message. What's the message? What are we trying to convey? Those first those things, and do we have the infrastructure as we both spoke about earlier? Do we have the correct infrastructure in place?

SPEAKER_01 41:58

Okay, so so uh I I Josh is waving his arms frantically, trying to get me to wrap this up. Right, Josh? Yeah, look at the thing. Final thoughts. Okay. Uh uh, so you just I think you just helped me sum up this entire show. And I know we're rapid fire, not a lot of time. I'd love to have you back. Uh if you'd be back. That'd be great. Um, you know, we'd look to, you know, you're an expert, and and we love having experts. And as you know, we don't monetize this. We don't charge people to come on, and people don't pay us to come on. You're here of your own free will and no shackles. You know, you got a mug. Yeah, you got water too. Who do you know? Do I define something? Come on, man. So you just you just you just gave me the summation, right? It's budget, it's message, and it's infrastructure. Yes, right? Those three things have to be addressed with somebody that also understands what best to advise on budget, what best to advise on programming, and be part of the entire picture, not just place the media and move on to somebody else. Exactly. Any other uh Davey's final thoughts. Anybody ever call you Davy?

SPEAKER_02 43:03

Um, maybe back in the days when there was Davey and Goliath. I mean, Davy. Hey Davy! I remember the Davey.

SPEAKER_01 43:10

So, so Dave, right? What and any final thoughts that I that you can think of and give us a 60-second outro here? What what else?

SPEAKER_02 43:17

Yeah, well, add consistency to that because again, you're not turning on a faucet. You don't put an ad on and then boom, now all of a sudden you've sold a hundred more cars than you did the prior month. Um, so you have to be serious about it. It definitely works. And being that the population, the Hispanic population is so substantial and only growing, if you're ignoring this area, then you're you're swinging and missing. You have to ask yourself, where is your growth going to come from? Because the old adage, I don't even know what the old adage is, but something like, you know, if you keep doing the same thing over and over. Definition of insanity. The definition of insanity. Here's where your growth is because you can probably like just speaking locally, you could probably look at any dealership and see that they are um ignoring the. Ignoring the market and they're under-indexing.

SPEAKER_01 44:02

For for those that are listening and not watching, I'm doing the home alone post. If I was a dealer still, if I don't still add my Chevy dealership, I'd be like, there's how we we become more sales effective by going into a market properly equipped with a budget, a message, and infrastructure, and a real, a real plan, right? Hope is not a plan. We could pick up numbers that we would not normally be as pick be able to pick up as easily, especially based on the current state of affairs in the car business. Does that sum it up well?

SPEAKER_02 44:34

Summed it up well. And don't forget, you treat them properly. One deal should lead to a lot more than just one deal.

SPEAKER_01 44:39

Speaking to a lot more, we definitely want to have you back more. Thank you so much. And we've come to an end. And thank you. Pounded Out. Remember, it's all about the you as well. We really appreciate you for being here. I had to sneak that in one last time. Thank you so much for being a loyal listener, uh a loyal watcher, all that fun stuff. Keep the questions coming. We're doing more mailbag shows as time goes on. We really appreciate y'all for being uh being a part of this crew, uh, CGS Car Guy Simple. That's all the time we have for this episode. Keep watching. We'll constantly have new things going on. Please thank you, David Gallego. We really appreciate your time as well. That's all we have time for today. So, on behalf of our entire team here at CarGuy Simple CGS, thank you very much. We'll see you real soon. Thanks.

SPEAKER_00 45:31

Follow us on Instagram, Facebook, LinkedIn, YouTube, and at CarGuysImple.com to learn more and see behind the scenes action. If you have a topic you want us to discuss, we'd love to hear from you. Feel free to send Joe an email at Joe at CarGuysIple.com. This is the Car Guy Simple podcast. See you next time.