How do you fight armyworms in Spanish? Do Mexican dandelions have teeth? And why is some people’s ragweed other people’s ambrosia? These may not be the exact questions a gardener would ask, but there is plenty of detailed information about everything to do with gardening and lawn care on the Scotts website – and thanks to TripleInk it is available in Spanish.“Gardening is as much a science as a profession – or a passion,” says TripleInk managing director Christa Tiefenbacher-Hudson. “And we engaged the help of native Spanish-speaking agronomists and experts in plants, biology and chemistry to convey all the information in an accurate and accessible manner to our Spanish-speaking audience.”
Their US Hispanic audience seems to agree: since the site was launched in October 2004, the traffic on the Spanish-language mini-site has been brisk and represents about 20% of the traffic on the English-language site. TripleInk cannot share any information about how the online traffic correlates with sales of Scotts lawn care products to Hispanics, but it would be safe to assume that the company’s investment in providing meaningful information to their potential customers is paying off.
Reaching Hispanics on the web presents an increasingly successful venue as internet usage by Hispanics is growing at 2.4 times the overall market rate. According to comScore Media Metrix, 14.4 million US Hispanics visited the Web in 2005, up from 13.6 million the year before. Of those visitors, 22 percent prefer Spanish content, 52 percent prefer English content, and 27 percent like to receive information in both languages.
About TripleInk
TripleInk is a leading multilingual, multicultural communications agency based in Minneapolis. By integrating languages with strategic marketing and multicultural design, TripleInk has provided strategically driven creative solutions and practical multilingual communication tools to clients who want to reach international and U.S. ethnic markets, including such companies as 3M, American Express, Anheuser Busch, Arizant Healthcare, Cargill, Carlson Companies, Daimler Chrysler, Hyatt Hotels, Manhattan Toy, Marvin Windows, Mentor Corporation, Northwest Airlines, Possis, SBC Communications, St. Jude Medical, Target Corporation, 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 is part of Omnicom.
To find out more about TripleInk, please contact Christa Tiefenbacher-Hudson, Managing Director, at 612.342.9790, or email us.