State Water Heaters recently announced plans to launch an integrated marketing effort aimed at Spanish-speaking contractors in key U.S. markets. Campaign initiatives include new Hispanic-themed print advertisements, Web enhancements, and a television sponsorship, all designed to raise State brand awareness among Hispanic communities.
“There are a growing number of plumbing and HVAC contractors
in the U.S. who are Spanish speaking,” saidJeff Storie,
State Water Heaters brand manager. “We are increasing our Hispanic marketing in
order to partner with these professionals and to have a larger presence in the
southwestern United States.”
A dedicated section on State’s Web site,www.statewaterheaters.com, provides an opportunity to view the new
Spanish print advertisement and a link to the Web site of “De Casa a Hogar,” a
new home improvement show on Spanish language television.
The new print advertisements will help engage Hispanic
viewers by featuring Spanish messaging, and are expected to grow advertising
recall and State brand visibility among this rapidly growing audience. The ads
will also appear in English versions to attract English dominant Hispanics.
State’s broadcast efforts include a Latino home show
sponsorship with “De Casa a Hogar,” scheduled to air on a major Latino network
in early fall. The show will provide viewers with home improvement segments,
technology tips, and a peak into Hispanic celebrity homes. State’s sponsorship
includes opportunity for product demonstration in addition to Web site, print,
and broadcast sponsor recognition.