Online communications are rapidly making the world feel smaller, but Marketing should still think “local”. When it comes to selling in countries where English is not the first language, sometimes it is a good idea to prepare the PR material in the local language.
You may say: “Everyone understands English, so we can promote our company in English,” and of course, often technical terms are universal worldwide. However this is a little lazy. Making the effort to communicate in the local language can make a great difference. Most editors speak English, of course, but they don’t have time to translate the material we provide. Anything that makes their life easier will help your PR campaign.
With a little effort, it is always possible to find individuals who can translate technical marketing information into other languages. There may be a small cost, but in my opinion, the cost is extremely small in the wider context of selling overseas, which usually involves a lot of expensive travelling. Translating key press releases into local languages is a simple step that every company should consider if they are serious about their exports to the regions where English is not the first language.
Recently, I found myself scanning through a catalogue of about 1,000 exhibitors, looking for companies who supply some particular products I am researching.
Writing catalogue entries is usually treated as a rushed administrative task, but could it affect the outcome you get from a tradeshow?
Many entries state that their company is “leading”. Sadly, this is meaningless corporate vanity. It’s also subjective, and editors usually remove “leading” from any edited, published PR content. Besides that, it doesn’t tell anyone what your company does.
At this particular show, a number of companies wrote that they have been in business for 40 years. Well to me, that makes you sound old fashioned if you are a technology vendor, and implies that you might still be doing things the way you did then. Although the history is interesting, I would add it as a statement at the end of the catalogue entry. I am interested in what you have achieved, and in particular what you have achieved recently – and what you have that is new at this show.
Ideally, the catalogue entry will answer the questions – who are you? what do you do? And what can you do for me? And if what you are selling is really your expertise, why not state the exact areas where you have this expertise? It’s particularly important for a newcomer to the market to get the messaging right.
I think there is often reluctance to be so specific in the description of a company’s service, in case any broader sales opportunities may be closed off. However, for most SME companies and technical companies the key to success is specialising in what you do and delivering a better product or service than the competition. If you can begin to convey this in your PR, marketing and catalogue entries, then there’s a far more compelling reason to bring people to your show stand.