HP Readies Next Piece In 'Self-Expression' Campaign

HP's box of branding toolsHewlett-Packard is readying the next piece of its "What do you have to say?" campaign that encourages "self-expression, whether geared toward consumers or small businesses," according to a source close to the project.

The consumer-focused television campaign that ran earlier this year featured Gwen Stefani talking about creativity, while the small business campaign focused on marketing and branding tools to help companies spread the word.

An ad promoting HP's box of branding tools popped up Tuesday on the front page of USA Today's business section, reminding small business owners that HP's Imaging and Printer division offers more than simply printers.

The ad--part of the business unit's $300 million global marketing campaign and unveiled in August 2007--offers a toolbox of solutions for branding and marketing. Such banner ads include links to pages filled with information on printers and services.



HP ran a contest earlier this year asking U.S. small businesses to share "what their business has to say" and make a case for a chance to work with professional designers and branding experts to jump-start their brand.

Announced in April, the grand-prize winner, Jan Thomas of "I am enough" bracelets, won a Logoworks by HP "Start Up Package" valued at $1,499, and a HP Color LaserJet CP3505dn printer with ink and media package to build her company's brand image.

From her home-based business in Mission Viejo, Calif., Thomas makes and sells affirmation bracelets with one of three messages inscribed on them. "Whatever you wear defines you," she says.

Aside from giving her confidence, winning HP's contest has changed Thomas' marketing and branding strategy. When the company launched in April, she says, the marketing message spoke to moms looking to give their daughters something special, but winning the contest helped her to broaden that focus to women and men who want to give a special gift.

The bracelets sell in about a dozen retail stores throughout the South. Thomas says HP's branding and marketing tools have also helped to get her bangles noticed by bloggers at sites like shine.com and coolmompicks.com.

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