From National to Local: Hewlett-Packard's targeted multi-cultural marketing strategy

The need for brands to take a targeted approach to multicultural marketing if they want to genuinely connect with different groups of consumers is the key argument of this address by Engelina Jaspers of Hewlett-Packard to the ANA 2009 Multicultural Marketing & Diversity Conference, reported here by Warc's U.S.

From National to Local: Hewlett-Packard's multi-cultural marketing strategy

Geoffrey Precourt

Geoffrey Precourt reports from the Association of National Advertisers 2009 Multicultural Marketing & Diversity Conference.  Read more of his latest stories and analysis


It all seems so simple: in Spanish-language markets, speak to the customers in a voice they can understand. From local radio right through to point-of-purchase and check-out, speak Spanish. Give the local sales team whatever tools they need to support the effort. Start with some basic metrics that allow marketing managers to compare a new pilot program with a control-sales base....

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