HP looks to stir customer spending with make it matter campaign

HP has kicked off its largest advertising brand campaign for over a decade as it looks to get customers buying its products

Hewlett-Packard has kicked off its biggest advertising campaign for at least a decade as it looks to stir demand for its products and services across a reviving UK market.

The vendor is promoting its brand across newspapers, magazines, TV, cinema and advertising hoardings as part of a Make it Matter campaign that is designed to remind customers of just how much the vendor can offer beyond its traditional PC and printer technology.

Over the next couple of months it should be hard to escape the HP campaign as it also pops up online on the likes of Facebook, Twitter and LinkedIn with the aim of stirring enterprise, mid market and SME demand.

Miguel Adao, OneHP marketing director, HP UK & Ireland, said that the firm's UK boss Andy Isherwood had been very much behind the campaign and it was aiming to get to those IT decision makers that would be making investment plans.

"Purchasing decisions are made by up to six or seven people and some of those will read the FT, some see the campaign at stations as they travel to work so it is important to have as broad a marketing mix as possible to reach all these key elements," he said.

He added that the timing for the campaign was right, with the vendor currently on year three of a five year turnaround plan spearheaded by CEO Meg Whitman,  as it started to see signs of growth returning to the market.

"The rest of the world looks to see what HP is doing in the UK, which is one of our largest operations outside the US, and right now the UK is going gangbusters," he said.

He added that awareness was not an issue for the vendor but the aim of the Make it matter campaign was to highlight just how far its portfolio stretched and how it could help firms of all sizes with their technological needs.

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