Ethnic markets in the United States present significant revenue opportunities for businesses large and small. However, small companies often believe they don’t have the resources to pursue these markets. As a service to their small business customers MasterCard published an introduction to multicultural marketing on the MasterCard website, with links to other resources. TripleInk Managing Director, Christa Tiefenbacher-Hudson, was interviewed for the story. You may read the full article here.For many years, TripleInk has helped clients reach Hispanic audiences; however, those same clients targeted other ethnic audiences only occasionally. According to the US Census Bureau, there are 14 million US households in which people speak a language other than English, and the number of languages spoken exceeds 300. It is estimated that by the time the next census is due in 2010, the number of people who are not native English speakers will surpass 50 million, and of those over 10 million will not speak English well, if at all. And while Spanish continues to represent the largest language group, there are many other languages being used daily in the US, from Arabic, Armenian and Chinese to Polish, Thai, Urdu and Vietnamese.
Today, new media and production technology make it more affordable to mine smaller segments of the US market in order to increase market share, and TripleInk now regularly produces materials in multiple languages for their clients’ domestic markets.
About TripleInk
TripleInk is a leading multilingual marketing communications agency based in Minneapolis. By integrating languages with cultural insight, TripleInk has provided strategically driven creative solutions and practical multilingual communication tools to clients who want to reach international and US ethnic markets. Their clients include such companies as Ameriprise, Anheuser Busch, AT&T, Cargill, Carlson Companies, Hyatt Hotels, Marvin Windows and Doors, Mercedes-Benz, Pfizer, Possis, St. Jude Medical, Target Corporation, TCF Bank, The Scotts Company, and others. The range of work includes print and broadcast advertising, brochures and videos, instructional and promotional materials, packaging and labeling, and website localization. The agency is an operating company of Martin|Williams, Inc., which belongs to the Omnicom Group.
To find out more about TripleInk, please contact Christa Tiefenbacher-Hudson, Managing Director, at 612.342.9790, or email us.