Imagine a sunny morning on a job site in San Diego. Amid the sounds of spray guns and casual chatter, a group of professional painters coordinates their work entirely in Spanish.
This scene, increasingly common across the United States, highlights a demographic shift in the industry. Although Hispanics comprise only 20% of the overall population, they now make up a majority of the painting workforce, according to the U.S. Bureau of Labor Statistics.
There’s no doubt about it: The customer of the future speaks Spanish. It’s a transition that Graco, a leading manufacturer in painting technology, has strategically embraced to better serve this growing customer base and enhance their product offerings.
Graco’s progress in Spanish communications was motivated by insights from field observations, says Dan Johnson, VP of marketing for Graco.
“We’re in tune with our customers and we’re constantly on job sites,” Johnson explains. “We noticed about 60% of professional painters on job sites in the U.S. are Spanish-speaking.”
Recognizing the need to better support Hispanic painters, Graco began to evolve its approach, extending beyond mere translation of marketing materials to a deeper, more integrated customer-engagement strategy.
“We have two dedicated dedicated Spanish-language social media accounts … We do Spanish advertisements and Spanish publications,” Johnson says, pointing to Spanish-language instruction videos on Graco.com
Graco has taken significant steps to ensure its outreach is in line with cultural expectations. Johnson mentions the importance of “using the same terminology that our customers are using on the job site” in all of Graco’s materials.
Examples of Graco’s targeted initiatives include the ‘Basics of Airless’ guide in Spanish, covering essential techniques and maintenance. Additionally, the Graco website includes Spanish-language selling tools, helping contractors grow market share through better business practices.
A significant part of Graco’s success with the Hispanic community has been its focus on training and development. By organizing Spanish-speaking workshops, and providing training materials in Spanish, the company is helping these customers use Graco products effectively.
“If we want to serve our Spanish-speaking customers… we need to do it in all elements of the materials that we create,” Johnson explains.
Having an open dialogue with Spanish-speaking painters on job sites also gives Graco the feedback it needs to iterate products to best suit these customers’ needs.
“The way we win is by best aligning with our end user,” Johnson says.
This kind of deep connection to Hispanic customers wouldn’t be possible without talent that already has a foothold and an authentic relationship with Hispanic culture.
“Our Spanish-speaking reps are not just salespeople; they are part of the community,” Johnson says. “We see great candidates. We target and find the best ones by not only recruiting, but also listening to our existing staff.”
These strategies seem to be moving the needle. Hispanic contractors have reported easier access to necessary information and support, improving their work quality and efficiency, says Johnson.
Looking ahead, Graco says multilingual communication is an essential part of the company’s global marketing plan.
For Johnson, it all boils down to a simple idea that reflects Graco’s customer-centric approach, in any language: “You can’t understand their needs unless you can speak with them.”
