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.