Gateway Campaign Targets Hispanics

Share this article:
Gateway Inc., San Diego, said this week that it is set to launch an ethnic marketing campaign targeting the nation's 30-million-plus Hispanic consumers beginning this quarter. The program will include Spanish-language hardware and software components, as well as an integrated sales and marketing effort in various media.


The campaign will emphasize the personal aspect of personal computers by making a play on the words "tomarlo personal," which translates to "taking it personal" in Spanish.


Gateway senior vice president R. Todd Bradley said the Hispanic market's appeal is no different from the company's mainstream market - that Hispanic consumers simply want quality products and education for their children supported by information in their language.


"With an estimated 8.9 million U.S. Hispanic households, direct marketing is the least costly way today to reach the group," he said.


According to a recent report by Forrester Research Inc., Cambridge, MA, about 43 percent of Hispanic households will be online in 2000.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Are You Really Ready for Customer Experience?

Are You Really Ready for Customer Experience?

Marketers can talk a good game about customer centricity, but actions speak louder than words.

Essentials in Content Marketing: Think like a best-selling author

Essentials in Content Marketing: Think like a best-selling ...

Imagine if all the electronic content thrown your way daily was actually printed on paper. To stand out from those piles of worthless pixels, you must offer your audiences intriguing ...

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.