AMICOM Consulting & Strategy: Case Study Hewlett-Packard
AMICOM Consulting & Strategy has provided influencers marketing and product marketing communications services for Hewlett-Packard over the 2008-2011 period.
Hewlett-Packard, also known as HP, is a California-based IT company specializing in the production of computers, laptops, servers, printers, and more. HP is the world’s largest personal computer vendor, surpassing its DELL rival. In 2010, Hewlett-Packard held 32.6% of the global server market. The company provides products for data processing as well as IT services, software and solutions that simplify the use of technology by home and corporate customers.
Between 2008 and 2011, AMICOM Consulting & Strategy has assured Hewlett-Packard’s IPG (Printing Solutions) and PSD (Personal Computing Solutions) divisions a full program of influencers marketing and product marketing communications. The purpose of the project was to help the American company get in touch and build constructive relationships with journalists and influential people.
The main objectives of the project coordinated by AMICOM Consulting & Strategy for Hewlett-Packard were:
- Creating a trust-based relationship between HP and the high-tech industry-led journalists and influents;
- Strategic campaigns to loyalty to HP customers and highlighting the quality of our partner products;
- Maximize positive coverage for US company
The strategy used by AMICOM Consulting & Strategy in the coordinated project for the US company began with a mapping of journalists and high-tech industry influences.The next step of the strategy was to address people of interest to the company in order to highlight the full range of HP capabilities. Due to the meetings organized with journalists and influencers, the relationship between the American company and stakeholders has evolved rapidly towards a trust-based collaboration.
In the framework of the coordinated project for HP, AMICOM Consulting & Strategy has represented the American company in most of Central and Eastern Europe’s fairs, events and exhibitions, maintaining the Hewlett-Packard strategic vision and values.