We have entered an exciting new era for conducting business internationally. Thanks to the ever increasing popularity of the Internet and Web sites like Amazon.com, the market reach for an average business has grown exponentially. People from Asia to Australia now have convenient access to the same products sold in California.
The potential for tapping into these far flung markets is huge, but there is one little snag. You have to know how to speak their language. Unless Web sites, software, and product brochures and connect with customers on their terms, these marketing vehicles will quickly drive customers away. Do it right, and the world is your oyster.
American companies, from IBM to start-up ventures, have countless customers living in cities and villages around the globe. Small and medium-sized businesses actually export 30 percent of all goods outside the United States. Each of their marketing communications must transcend language, cultural and geographic barriers.
Translation is merely the first step. In addition to language, content needs to accurately reflect regional nuances and cultural tradition. Web sites, data sheets, product manuals etc. must have a look that appeals to target markets. And perhaps most important of all, these materials must be printed and distributed when and where they are needed.
As the president of a major localization and document services company, I have seen the demand for these services skyrocket. According to the U.S. Census Bureau, U.S. companies earned $906 billion in 2005 from goods exported abroad. This huge sum of money is 10 percent greater than 2004 and quickly trending upward.
Yamagata is unique in its ability to offer full localization services in more than 40 different languages. With offices and partners located around the world, we provide single point of contact for all of a company’s localization needs, from translation and layout design to printing and delivery. Our multilingual staff helps navigate complex international regulations, cultures and economics. As a result, our clients can focus their energy on developing excellent products.
Marketing Done Right
All marketing content, from product brochures to Web sites, should be translated so that customers can understand and relate to it. In addition to mere fluency, translators must be able to provide text that accurately reflects both regional nuances and cultural tradition. From word selection to typeface, the document needs to make the targeted audience feel comfortable.
Getting the terminology right is vital. And to do that, you really need to know your market inside out. For example, English has practically become a common language for people around the world. As result, translating from English to other languages sometimes involves leaving certain terms in English. Especially in Asian markets, words like Memory, Holidays, Christmas and Love should remain in English because they make the communication look and sound cool.
Clearly written, properly translated copy is vital to successfully communicating with customers. Yet it’s still just copy. Creating real things like Web sites, data sheets and product manuals requires adding design, layout and graphical elements. And getting it right makes all the difference.
People in England, for example, don’t want to see a picture of American cops in a brochure. They want to see British bobbies. At best, making this type of mistake will lose potential local customers. At worst, it could offend them. Needless to say, it’s important to head off these mistakes before they happen. Get it done right, and millions of potential customers are suddenly paying attention.
The final step in localization involves printing and shipping materials where they are needed around the world. By printing materials at or near the final destination, companies can reduce both delivery time and shipping expenses. This new trend is a welcome departure from racking up hefty freight charges and navigating a maze of complicated rules, regulations and foreign customs.
It’s a small world and it keeps getting smaller. Billions of potential customers around the world are ready to buy your product, and effective localization is the key to selling it to them. From the west coast to the Far East, good luck and happy selling!
Shiro Fujimoto was named president of Yamagata America in April 2004. With Fujimoto at the helm, Yamagata remains focused on proving U.S. companies with a single point of contact for all localization needs. Fujimoto's previous experience with this design, engineering and graphic art equipment manufacturing company gives him special insight into the needs of Yamagata customers.
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