Hispanic Contractor’s Program Exceeds All Expectations.

DeWalt Industrial Power Tools recently concluded its 14-week “Champions of the Trade” program which honored Atlanta’s Hispanic construction workers for their outstanding commitment, dedication and accomplishments to their trade. The test market campaign, which began on August 9 and concluded on November 21, featured 13 “Champions of the Trade” honorees in weekly print ads and promotional broadcast capsules on some of Atlanta’s most popular Spanish-language media.

The “Champions of the Trade” program was launched by DeWalt’s Hispanic advertising and promotions agency, EMG (Ethnic Marketing Group, Inc.) and included an extensive advertising campaign, monthly “Champion of the Trade” fairs, public relations, retail support, job hotline, job-site support and instant win scratch-off game. Attendance for all four events topped 8,500 construction workers and their families, and directly resulted in dramatic sales increases for local DEWALT distributors and retailers.

“The Champions of the Trade program greatly exceeded everyone’s expectations in its outreach to Atlanta’s Hispanic contractors,” said Sergio Fernandez, Diversity Marketing Manager at DeWalt. “The overwhelming turnout at each of our four events, plus the tremendous response to this fully integrated grass-roots program only further underscores the loyalty Atlanta’s Hispanic construction workers have towards the DEWALT brand.”

Due to the enormous success of DeWalt’s Atlanta Champions of the Trade test market program, DEWALT will expand its Hispanic market program to several major cities in 2005.