Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Francis Mariela Communications

Francis Mariela Communications Get Your Ideas To Work™

Exclusive Blog Posts

Are Your Techs Ready for Electric?

Are Your Techs Ready for Electric?

Flick on the television today and you get cars coming up in two different scenarios. The first is with commercials, telling you all about the new featu…

iscover the Details to Effectively Run a Fixed Operations Department | KPI Cafe Season 6 Episode 5

iscover the Details to Effectively Run a Fixed Operations Department | KPI Cafe Season 6 Episode 5

Ed Roberts, who leads the fixed operations for Bozard Ford Lincoln, joins the KPI Cafe to cover a host of topics that can help any dealership increase the …

Is Your CRM Work-Flow Holding You Back?

Is Your CRM Work-Flow Holding You Back?

There is not a lot of flexibility when it comes to customizing a work-flow in many of today’s CRM’s. Where in many cases the standard work…

The Follow Up Email

The Follow Up Email

In a perfect world, the customer would answer their phone on the first call. But that’s not always the case. If the customer doesn’t answer the…

The Case for a Simplified Service Invoice

The Case for a Simplified Service Invoice

As a service advisor, one of the most consistent complaints I ever received was not about fixed first visit issues, nor was it about being overpriced. …

The Bilingual Keyboard & What Dealers Can Learn From My New Favorite iPhone 7 Feature

Just over 2 years ago, I started my career in automotive advertising.  I was a bright-eyed publicist ready for a fresh start after working endless hours at a Spanish TV station where I produced and wrote copy for a daily variety show and a few news segments.  Without knowing what I was getting into, I took a job as a copywriter at Moore & Scarry Advertising.

At the time I was under a 24 year old Copy Director that knew everything there was to know about cars.  I loved my new job.  The automotive industry was the breath of fresh air that I need to refuel my passion for communications.  I  researched everything there was to know about the industry and started pitching the idea of doing Spanish copy to my director and superiors.  I showed them endless statistics on how the Hispanic population in the country is growing and just how important it is to cater to them.

What does this have to do with the bilingual or "multilingual" keyboard?  Flash forward to now and just like me, the iPhone has come a long way.  No longer will I have to switch between keyboards just to see those squiggly red lines when I switch back. 

According to Apple, the iPhone 7 and the iOS 10 update will include a new feature that will seamlessly combine languages without autocorrecting to a default language.  Although, one could argue that simply turning off autocorrect solves this problem, if you're like me, constantly using your phone for everything, this feature is extremely useful.

Yes, we have come a long way.  Thanks to Moore & Scarry's full integration of Spanish-language copy, we've been able to successfully help clients reach a profitable segment of the population that was largely forgotten just 2 years ago. Maybe it's a hot topic now, but true innovation does come with risk and I felt that at the time they invested in a new idea that could have backfired.

The big take away here is for dealerships to learn to spot trends and embrace change in order to capture these  unique opportunities.  It's important to acknowledge the growth in traditionally underrepresented communities and in return we will return the favor with endless loyalty.  I, for one, can't wait to hit the pre-order button.

 Unlock all of the community & features  Join Now