In the annual research publication “The Language Services Market: 2015,” Common Sense Advisory rated Dynamic Language as one of the world's top Language Service Providers, ranking it as #15 in the US and #62 in the world. This is the second consecutive year CSA has recognized Dynamic Language, which was ranked as #18 nationally and #75 globally in 2014.
However, going global also brings several challenges with it. One of the more significant of these challenges is keeping your product information compliant as you expand. Compliance requirements are different from country to country, which means research is required to understand the laws in new markets.
Here are a few of the best tips on product compliance as you go global and advice on some of the best methods to help you do so.
Look Before You Leap
Many businesses get so caught up in researching the marketing aspects of taking their business global that they forget to sufficiently consider some of the logistical elements of the process. It is certainly important to have a suitable market and a strategy to identify customers within that market. However, you also need to spend time considering some of the specific details of how you will communicate the benefits of your products and services to the global community. Some questions to ask include:
Once you have done the research that is required to enter a new global market, your next step is creating stellar content in the language of that market, for each specific target audience.
You’re likely already familiar with localization, which is defined as adapting an existing piece of content to make it understandable in a specific language and culture. Transcreation, on the other hand, is the process by which a product or advertising message is completely adapted for the target market, while still retaining the original intent. This requires a particularly creative approach, in order to truly resonate with international consumers.
In an earlier blog post, we shared a clever example of transcreation that highlighted Swedish car manufacturer Saab’s approach to advertising its line of convertibles back in the 1990s. The ad in the U.S. posed the comparison: “Saab vs. Oxygen bars,” since these trendy bars were popular in America at the time. When Saab “transcreated” the advertisement for potential customers in their home country of Sweden, the ad instead read: “Saab vs. Claustrophobia.” Despite that claustrophobia and oxygen bars conjure different images, you can see how the message is the same in each case: Saab convertibles offer fresh air and wide, open spaces. With transcreation, the literal meaning was changed for different markets, but the same messaging goal was achieved. Transcreation is particularly useful in addressing marketing challenges like these, with cultural-specific references or wordplay that are too difficult to translate directly into different languages.
American Sign Language (ASL) originated more than 200 years ago, is the 3rd most common language in the United States and is used by over 500,000 people in North America, according to the National Institute on Deafness and Other Communication Disorders (NIDCD).
You may not be an expert in your field, but your clients will treat you like one. Reassure them by using positive language and being up to date on everything in your industry.
Our jobs depend on the happiness and loyalty of our clients. When they become unhappy, the results can be quite detrimental. A few simple steps can help to avoid a fallout between you and your clients.
Follow these tips to help you build stronger relationships with your clients.
The business section of your local bookstore has dozens, if not hundreds of books to help you with your business, from starting a company to nurturing employee morale. But one of the aspects of a successful business that most people want to know is how to keep customers coming back.
The animal kingdom is host to thousands of languages, from a lion's roar to a frog's croak. But how aware are animals of all these different languages? A recent study shows that dolphins may have caught on and are using this knowledge to better communicate amongst themselves.