Ford Motor Co. got it!

eMarketer: A Hispanic consumer in Miami is very different from one in Los Angeles. How does Ford handle these disparities?

David Rodriguez: Our approach is to reach the market in totality as effectively and efficiently as possible. There are many different forms in which that takes place…

…For example, the Southeast, which would include a market like Miami, is very different from what we may see in Houston. The nuances, messaging, regionalization and nature of the advertising get very customized. It goes as far as to the type of talent you hire or music you use. The overall tonality does get tailored to those specific regional considerations, where you want to reflect those unique market characteristics as much as you can.