Hewlett Packard’s Holiday Wish: Hispanic Market Share

November 27, 2006
Hewlett Packard's Holiday Wish: Hispanic Market Share

If Hewlett Packard misses the mark this holiday season when it comes to capturing Hispanic sales, it won't be for a lack of trying. The company plans to implement a comprehensive customer education and brand awareness campaign directed at Hispanics for the holiday shopping bonanza that begins after Thanksgiving.

The campaign will consist of:

  • A new Spanish-language website that offers online access to product information in Spanish.

  • A phone line staffed by bilingual sales representatives.

  • Spanish language sales materials offered by leading retailers in the top Hispanic markets: Arizona, California, Colorado, Florida, Louisiana, New Mexico, New York, Texas and Puerto Rico.

Another sales strategy that HP will integrate into the program will be the presence of Spanish-speaking HP employees at select retailers to explain how certain products work. This type of interpersonal marketing has proven to be particularly effective in the Hispanic sphere.