Hewlett Packard will run a $300 million back-to-school campaign to support 158 new products. The campaign, themed “Enjoy More,” touts digital cameras, photo printers and home entertainment centers.
New retail support is central to the marketing push. HP and partner Microsoft Corp. will construct “retail experience centers” at retail chains, including Circuit City, J&R ComputerWorld, Micro Center and CompUSA, to run demos in real-world settings. Specially trained sales reps will man the retail centers, and stores will host workshops to teach consumers how digital equipment fits their lifestyle. Palo Alto, CA-based HP also adds HP Total Care customer support.
“Our vision is simple: place you, the consumer, at the center of the digital experience by making technology that is simple, fun to use and works better together,” Chairman-CEO Carly Fiorina said in a statement.
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