If you want to successfully export or venture into international markets, you need to adapt to your clients' language but also to their culture and values.
Translation is only part of the picture. Today, LOCALISATION represents a growing percentage of the translation industry.
Beyond translating content, it means adapting a product to a foreign market.
1- To create an international product:
An international product is easy to adapt to additional markets. It is free from local or cultural biases.
Your words describing and selling it have no
cultural nuances.
2- To localise an existing product:
You need to include all the unique elements to a particular region or country. To market to a particular target group, you need to follow basic marketing principles and study that group's buying habits.
Marketing styles do vary from country to country. (ie, the "cutesy" style in Japanese advertising.)
3- Localising the material that has been designed to sell a product is an exercise that can potentially extend beyond translation, and may require advice from local advertising and marketing experts. Localising software is more straightforward:
As a technical product, software is less likely to have any cultural implications. Where the localisation process is primarily linguistic and technical, the use of standard software language glossaries is sufficient.
Other localisation issues can include quality standards, units of weights and measurements, or legal requirements.
Once you have chosen the appropriate marketing approach for a target country,
your documents and promotional material may need to go through the process of localisation to achieve a better fit to your audience.
Polyglot can assist you in a number of ways:
- In developing your budget: we can help you work out the costs of entering a specific language market.
- In planning ahead: The translation component of your project needs to be treated as an integral part of the entire process, and not just tacked on at
the last minute. If you plan ahead and prepare your documentation to accommodate future translation needs, you can save a significant
amount of time and money.
- In advising your Marketing team on localisation for specific markets: our Project Managers come from a number of countries, covering all continents. They will work closely with your marketing experts, to achieve the results you expect.