Werner Ladder Launches Multicultural Marketing Efforts
GREENVILLE, Pa. -- Werner Co. has launched several multicultural marketing initiatives that support its growing base of professional contractors and do-it-yourself consumers worldwide, Chris Filardi, vice president, announced Thursday.
The initiatives include websites, product resources and advertising in several languages that speak directly to the end-users of Werner products.
Hispanics make up approximately 25% of the total construction industry, according to the U.S. Census Bureau, and businesses such as Werner are changing so they can support that growth.
"With the growing number of multilingual customers and our global footprint, we are continually looking for supportive ways to ensure our customers have the product information, training and resources they need," said Filardi. "Whether it is French content in Canada, Spanish in the U.S. or Chinese in China, Werner continues to adapt to meet our customers' needs."
Werner has rolled out a comprehensive platform that offers support for its customers who speak Spanish, French, Chinese and English. Recently, the company introduced new Spanish and French websites for this country and Canada. These websites provide customers with complete product information and product literature as well as a Ladder Finder, which helps end-users select the correct item based on preferred ladder style, height, performance rating and material.
Additional multilingual resources include training and safety videos and targeted advertising for leading Hispanic markets in the United States. Recently Werner launched a Hispanic advertising campaign in four key markets: Los Angeles, San Diego, Phoenix and Las Vegas.
Werner Co. is a manufacturer and distributor of ladders, climbing equipment and ladder accessories under Werner, Green Bull, Keller and other licensed brands.
Published by The Business Journal, Youngstown, Ohio.
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