Business Challenge
The PC market was experiencing waning demand and a significant slowdown when HP asked aim to help uncover new growth opportunities.
Insight
aim conducted extensive research and segmentation analysis with consumers, retailers, channel partners and industry thought leaders. We discovered that Hispanic and African-American markets presented HP with near- and long-term untapped potential estimated at $2.5 billion. But, because both Hispanic and African-American populations had more limited access to HP’s typical retail channels, we needed a creative channel strategy in addition to a marketing program — and we needed to help the consumers understand how to shop for a computer.
Strategy
aim designed a comprehensive program to drive sales of HP Pavilion desktops and selected peripherals by targeting Hispanic consumers. We recruited, screened, hired and trained a small army of bilingual brand ambassadors who offered in-store assisted selling demonstrations to provide shopping help, enhance consumers’ buying experience and build relationships. We also developed culturally relevant merchandising and point-of-sale material materials. In addition, we used front-of-store promotional events to generate excitement and drive traffic into the store, and Spanish-language media supported the effort and drove retail traffic.
Bragging Rights
During a time when overall category sales were declining 20%, the campaign generated a 13.5% sales increase for HP Pavilion desktops and a 16% sales increase for HP peripherals. Even better, participating retailers experienced an average sales gain of 18%, clearly demonstrating to retail partners that this emerging customer segment could be a lucrative one for them.
