Focus on strategy FOREIGN MARKETS
one mistake and you could be communicating a vague or even offensive message. This is one of the main reasons why using a local professional translator is key. Anybody can learn a language, but not everybody has grown up speaking one and knowing all the colloquialisms and idioms, and the skill of the translator is to understand these aspects in both languages. Check whether your message still makes sense abroad, check whether that country has words which fit the meaning, and check and check again that, most importantly, you’re telling millions of potential customers exactly what you think you are.
Lost in translation Mike Hunter, founder of translation company Betterlanguages.com, talks us through the importance of getting it right when entering foreign markets
Customer care
For both large and small UK companies, exporting can be an ideal way to strengthen sales, reach a new lucrative customer base, diversify risk and increase profitability. But there are many things which need to be taken into account when reaching out to new markets. Often one of the most overlooked is translating your product clearly, to ensure that your message is communicated correctly and cultural faux pas are avoided.
Legal compliance
The first thing to think about is ensuring that you don’t fall foul of a country’s laws with regards to product information. Many products are required by law to have certain information on the pack, instruction leaflets, product labelling, or all three.
If the information isn’t in the language of the country of sale, you are breaking the law. There are also regulations as to exactly what your product must expressly state on the packaging – this is particularly the case with food or children’s products.
Marketing
Once you’ve got the legalities covered, it’s time to think about how to get your product message over to consumers in a way which will inspire a sale. Your product’s benefit is unlikely to have changed because you have entered a new market, but the ways in which people will understand it may have. Getting the language nuances correct to ensure you say exactly what you think you’re saying is essential;
It is becoming increasingly important to ensure you tell customers how they can look after their new product and what to do/who to contact if it goes wrong. To establish your firm in a new market and continue to grow, you’re going to rely heavily on repeat custom and word of mouth to validate your company and product. Therefore, it is essential that you communicate that you are able and willing to help with any problems that might arise.
Brand image
“One mistake and you could be communicating a vague or even offensive message”
In some markets, consumers are wary of buying foreign products. To overcome these prejudices, it’s essential that you offer your item in language they clearly understand. Packaging, labels and instruction books must all be easily understood by the end users. You can’t pretend your product isn’t British – and you shouldn’t want to! But you’ll only build your export sales if you can reach and engage your end customers without anything getting lost in translation. Contact: www.betterlanguages.com
64 September 2012
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05/09/2012 15:11