Thursday, February 3, 2011

NAPA Hispanic Effort Ties Auto Parts To Pro Soccer

By Karl Greemberg, MediaPost.

Auto parts distributor NAPA has a customer base that mostly comprises the people who fix cars for a living rather than people who fix their own cars for pleasure or savings. But the company is doing a number of Hispanic-market programs this year that look a lot like pure B-to-C grassroots campaigns. The reason, says Eduardo Perez, president of PM Publicidad, NAPA's Hispanic marketing agency since 2003, is that there are a lot of mechanics, professional and amateur gear heads who happen to be Hispanic.

"Hispanics over-index for do-it-yourself and, perhaps more importantly for NAPA, they over-index in the automotive service technical professions," he says. "Hispanics represent 12% of the working population in the U.S., but at least 17% of mechanics are Hispanic." According to Perez, only about 30% of NAPA business is retail, the other 70% is wholesale, "so their biggest consumers are professionals in places like shops and vehicle fleets."

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