Should your marketing plan include the 3rd largest cultural group in the US?
Marketing to linguistic minorities represents a tremendous growth opportunity for direct selling companies. Fifteen years ago, Hispanic consumers were largely ignored by American businesses. Those who recognized the power of the Hispanic market still own brand loyalty within that segment today.
The Deaf Community is the 3rd largest cultural linguistic group in the United States.
Deaf consumers comprise an estimated 10 million individuals. For each deaf person, there are approximately 3-5 people who are strongly influenced based on how their deaf friends, family, and associates are treated, making a potential reach to 50 million consumers in the U.S. Deaf consumers also are members of every other demographic (i.e., language, race, socioeconomic status, geographical location, education etc.). These same marketing factors of influence exist internationally.
Most businesses are now realizing that translation of their corporate information into American Sign Language is a necessary compliance activity under ADA, but more importantly, this business activity has the potential to be one of the most powerful marketing and PR opportunities available to your company.
Contact us today to find out how you can benefit from strategic alignment with the Deaf Community.
Contact Jeff Stroud