If you’re attending a trade show this year as an exhibitor you may be concerned about how to best communicate what your company and products can do for a client from a different country.
You can find our recommendations below on how a Language Service Provider (LSP) can help you to have a successful trade show experience and grow your international client base.
Speak directly to your audience
Language and culture are important considerations when marketing your products in international settings. Providing translations of your content, such as company brochures or product data sheets, will help you convey essential information to potential clients from other countries and cultures. It also demonstrates that you have gone the extra mile to make a connection with them and lay the foundation to a new partnership.
If there is a particular company or niche industry you would like to gain business from, the clarity and quality of your content is key. At The Translation People we chose translators that have relevant expertise and qualifications for the jobs they work on, ensuring that even the most technical documents are translated efficiently and accurately.
Do you need an interpreter?
In anticipation of the event, the potential face to face time you could have with current or potential clients is probably on your mind. If you have a meeting scheduled with a client that speaks a language different from your own, having an interpreter present can help eliminate miscommunication and facilitate the meeting as a whole. If you would like an interpreter present, it’s essential to start looking for one in advance.
It’s all in the fine print
Sometimes, it can be the little details that people appreciate. Having bilingual business cards could stand out to a potential client, as they will most likely receive hundreds over the course of the event. Learning traditional greetings from a client’s culture could also help you stick out in their mind. It can be important to learn what not to do when greeting a client as well, in order to prevent awkward moments and exchanges.
So, you have a stack of business cards and promises to get in touch, now what do you do? Making a connection at the event is only the first step. Following up with a thank you email or message after the event ends is usually the second step you should take, and making it bilingual can add a personal touch.
What to do after you’ve caught their interest
If you think the relationship you’ve been building with a client is going to lead to future business, or already has, it may be time to think about translating more of your content. Have you translated your website? Product data sheets? Brochures and marketing material related to your products? Contracts and HR documents?
Translating your website can allow you to reach a much broader audience, not just the potential clients you have in mind. Only about 28% of internet users are English speaking, which means there are plenty of potential clients that may not fully understand what your company could offer them.
If you have any translation or interpreting requirements you would like to discuss, please don’t hesitate to get in contact through our website or through your Account Manager.