PANEL ADVISES DEALERS TO EMBRACE MULTICULTURAL MARKETING

Panel of industry experts

February 11, 2008—A panel of industry leaders today urged dealers to explore nontraditional ways of marketing to consumers with diverse backgrounds. The group met in the Moscone Center to discuss how dealers can do a better job of attracting multicultural clients through activities in their communities and the media. Larry Moskowitz, a marketing professional from New York, told the crowd of about two dozen dealers that tapping communities of non-native consumers makes good business sense. “Half of the people who live in New York City were born in a different country,” Moskowitz said. “Can we afford to discount them?”

Southern California dealer Sil Gonzales advised fellow dealers to think locally when trying to attract people of different cultures into their stores. He himself turned a bad business reputation into a good one by reaching out to his community, which boosted his credibility. Gonzales also urged dealers to take advantage of advertising opportunities in the Hispanic media. But he warned that once interest in the dealership is created, having knowledgeable staff members who know how to speak several languages is a must.