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Webinar Recording:
A growing market: Non-English speakers in the US
| Date presented: | 6/29/06 |
| Cost: | Complimentary |
| Duration: | 1 Hour |
| Format: | WebEx Recording |
Webinar description
Should you be reaching out to an untapped market in the US? Over 47 million people in the US speak a language other than English at home. Of these people, the US census estimates that over 25 million speak English less than "very well." These numbers are too large to ignore: increasingly, health care organizations, company human resource managers, and savvy companies wishing to tap into the spending power of this market translate their message for those in the US who speak languages other than English. A case in point: To market directly to the US Hispanic market for small and medium sized business, HP launched a website that provides translated and localized content for the HP product line, breaking news relevant to the Hispanic market, and fully functional drivers and support links (www.hp.com/go/hispanic).
This webinar targets marketing managers, HR professionals, legal professionals, localization project managers, and product managers who are interested in communicating effectively with this market in the US. We present an overview of the evolving demographic trends within this growing market and highlight effective strategies used to communicate with the target audiences. Real-world examples highlight relevant considerations and effective strategies for translating and localizing your content for this market.
Part of ENLASO's continuing educational webinar series, "A growing market: Non-English speakers in the US" is presented by ENLASO President, John Watkins. Topics covered include:
- Identifying a growing market through demographics
- Knowing your audience to communicate your message effectively
- Understanding when you must translate your message
- Implementing effective strategies for targeting the non-English speakers
About the presenter
John Watkins
John Watkins has an extensive background in product engineering and localization, having worked in international business for over 18 years. During his career, John has been heavily involved in software product development, human resource policies and procedures, and business process engineering. He spent 10 years in Europe, working at an international government agency to make the skies safer for air travel.
John holds a M.Sc. from the University of Cincinnati.
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