International events: How to communicate effectively and win business with localised materials

international events

Do you struggle to communicate with people at international events?

If your organisation attends events overseas or here in the UK, it’s important to be able to communicate. Even though many visitors will speak English, you can make a much better impression by having translated and localised materials to hand and the some basic language support.

Those that can communicate in languages other than English, really differentiate their businesses and are in the ideal position to develop relationships with potential international partners. If your business is an exhibitor at an international tradeshow or conference, investing in languages is a great way to stand out and win business.

Your communication strategy for international events

Below are our suggestions for communicating more effectively at international events. Depending on your objectives and target markets, you can pick and choose the best options for your business:

Step 1: Identify the key languages you may need

Attendees can come from all over the world, but you may only have one or two target markets that you need to localise materials for. The event organisers can often provide information on visitor demographics from previous events to help you identify these opportunities.

Step 2: Recruit language support internally

If your business is exhibiting at an event, it’s a good idea to recruit members of staff who can speak your target languages to help on your exhibitor stand. They don’t necessarily need to be salespeople instead, depending on their language proficiency, they can meet and greet visitors and provide essential interpreting services.

Step 3: Learn a few key phrases and business etiquette

You can make a good impression on international visitors if you have a few key phrases up your sleeve and understand their business culture. Basic greetings and pleasantries are a good start.

Our Languages in International Business guide can help you navigate business etiquette considerations tooclick here for a copy.

Step 4: Localise product marketing content

Many visitors to international events speak English or may have interpreters to hand if they have travelled from other countries. However, having key documents translated into their native tongue is an excellent way to engage them with your business.

Content translated into their native language is far more engaging and, of course, is easier for them to understand. This avoids any language barriers and misunderstandings about your products or services and provides them with content they can share with non-English speakers too.

Step 5: Consider employing an interpreter

A native speaking interpreter with experience in your sector could be a real asset for your business. They could even help you close a deal there and then, which you might otherwise have had to follow up after the event. If your business doesn’t have great language proficiency, using business interpreting services could be a perfect option.

Going the extra mile by translating and localising content and having the ability to communicate in different languges really differentiates your business and can give you a competitive edge.

If you need support translating marketing content or using interpreting services, please get in touch. We’ve helped lots of UK companies stand out and win new business at international events, we’d be delighted to help you too.

Download our guide to Languages in International Business for more support and insights into communicating with different global markets. Click on the link below for your copy.

website translation, website localisation, marketing translation

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