Think internationally from the start.If you reach out to the world with your export strategy and via your website, your hope is that the rest of the world will then respond in some way: get prepared for it, and plan ahead a comprehensive language marketing strategy – if your company has its eye on markets abroad.Plan a language marketing strategy.The strategy should determine, for example, what Company literature should be translated (press releases, promotional material, user manuals, catalogues, etc.), which parts of the website need to be localized, and in which languages, what intercultural communications needs should be addressed (business etiquette training, language courses, etc.), if oral transfer of information (interpreting) is needed, etc. Companies which find the answers to these questions and are respondent to this challenge are more likely to benefit from opportunities in international markets.Resist the temptation to DIY.Translation errors could make you laugh (from “deep fired salmon” in a Polish restaurant, to “leave your values at reception” on a French hotel sign), but these mistakes could costs the marketers sales and confidence. A professional translator should always be consulted before deciding for a brand name of a logo to be marketed abroad. Gerber – the name… Read full this story
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