Case Study | Bosch - Area Marketing Associates

The challenge: The Robert Bosch Tool Corporation was quick to recognize a growth opportunity among Hispanic-American workers within the Building Trades. Specifically, this demographic represents their fastest growing group of U.S. consumers of power tools, drill bits and saw blades.

Results: We responded with a preemptive promotion that competition could not duplicate. Using Carlos Hermosillo -- Mexico's most legendary futbol player -- as spokesperson, we helped Bosch launch a tour of all major dealers. Appearances were hosted at dealer locations who agreed to provide incremental display and new product distribution for Bosch products in exchange for local radio commercials and the opportunity for construction tradesmen to meet Carlos Hermosillo.

As a national Hispanic marketing overlay, we also produced radio and television commercials featuring Carlos Hermosillo as spokesperson.