News & Events

Werner Launches Multicultural Initiatives To Support Global Base of Customers

Aug 22, 2013

Multilingual Websites, Product Training and Media Supports Professional Contractors and End-Users

Greenville, PA, August 22, 2013 – Werner announced today the launch of several multicultural marketing initiatives that support the company’s growing base of professional contractors and do-it-yourself (DIY) consumers worldwide. As a global brand, Werner is committed to helping customers by providing websites, product resources and advertising in multiple languages that speak directly to the end-users of their products.

According to the U.S. Census, Hispanics make up approximately 25% of the total construction industry and businesses are changing to support that growth. Werner products have been recognized as best in class by professional tradesmen and consumers around the globe, however, the need for customized content is now more important than ever to meet the demands of this growing multicultural population. As a result, Werner is proud to introduce some new initiatives on a global scale that include websites, product information, literature and safety training in a variety of languages to support each country.

 “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 Chris Filardi, Vice President, Werner Co. “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’s Multicultural Initiatives

Werner has rolled out a comprehensive multicultural platform that includes support for its Spanish, French, Chinese and English speaking customers. Recently, the company introduced new Spanish and French websites for the U.S. and Canada. These new 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 U.S. Recently Werner launched a Hispanic advertising campaign in four key markets, including Los Angeles, San Diego, Phoenix and Las Vegas. Select media included radio, online and out-of-home advertising along with soccer sponsorships. These channels included executions in both English and Spanish aimed at engaging Hispanic customers.

In the U.S., Canada and around the world, Werner is expanding into new countries and developing a solid infrastructure to support distributors and end-users in their native languages. A comprehensive list of country websites and languages is available at