Dewalt's test of Hispanic loyalty pays off

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By: Wise Marketer Staff |

Posted on April 5, 2005

Dewalt's test of Hispanic loyalty pays off

Following the self-declared success of a "grass roots" Hispanic marketing programme in 2004, which targeted construction workers in Atlanta, Georgia (USA), Dewalt Industrial Power Tools is relaunching and expanding the programme in San Diego (California), Dallas (Texas) and Orlando (Florida), as well as returning to Atlanta.

The 2005 Champions of the Trade marketing campaign will honour 28 selected Hispanic construction workers from the four cities (one per week for 28 weeks), each being nominated for outstanding commitment, dedication and accomplishments in their trade. Each week, one worker will be featured in weekly newspaper ads and radio spots to pay tribute to their accomplishments. Additionally, each honouree will be awarded with a commemorative plaque and an assortment of Dewalt power tools.

Campaign support The campaign, which will be launched by Dewalt's Hispanic advertising and promotions agency, Ethnic Marketing Group (EMG), will include a radio campaign, radio remotes at selected retail outlets, a public relations programme, retail support, a job hotline, and a scratch-off game to win a 2005 Chevy Silverado 1500 Pick-Up Truck, or one of 2,000+ other prizes. There will also be 7 interactive trade fairs in the four cities to support the programme.

Brand boost "Last year's Atlanta test market programme by far exceeded everyone's expectations with brand awareness, significantly increasing in that market by over 30%," said Sergio Fernandez, diversity marketing manager for Dewalt.

Based in Baltimore, Maryland, Dewalt markets industrial power tools and accessories for both residential and industrial construction, professional remodelling, and woodworking applications. EMG creates fully integrated marketing, advertising and promotional campaigns that are culturally relevant to the Hispanic community.

For additional information: ·  Visit Dewalt at ·  Visit EMG at