Category Archives: communication

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Transfiere, Malaga, February 2017

Many of you may think that if an event takes place in the wonderful Malaga, it must be related to tourism, real estate or relaxation.

However, there are quite a lot of tech experts coming from Andalusia Spain currently working in several parts of Europe to develop new technologies and procedures.

In Jensen Localization we believe that Spanish entrepreneurs could come out with good solutions that can benefit other European countries. We, with a long experience in localization, can take these ideas, inventions, and solutions to other parts of Europe.

Some of our services are: translation of websites, marketing campaigns, brochures, packaging, documentation and much more. That may help to expand your business globally.

Our IT Manager, Manuel Blanquet, and I took part in this event to show that in a company is very important that all parts work together and complement each other to always deliver the best results for our clients.

Manuel Blanquet and I representing Jensen Localization, at Transfiere, Málaga 2017.

Now let’s go back to Transfiere event. Not only big Spanish organizations as INTA, Telefonica, Clarke Modet & Co, AERTEC Solutions, Fundación Repsol were present, but also others from around the globe, as China Telecom Europe, Eureka Network, Eli-Alps Laser Research Center, SCST State Committee on Science and Technology of the Republic of Belarus, ISETA (TAMBAGA NETWORKING) SENEGAL, to name a few.

Indeed was a huge and interesting event for technological development, there were projects on robotics, drone aviation, elderly assistance and brain waves reader device. These are signs telling us that we are already taking part of the IV Industrial revolution in Spain.

It is also quite important to mention that during this event the King Felipe VI of Spain was there to show his support to technological development.

We at Jensen Localization believe that tech development is a very important matter and to keep sharing and expanding knowledge around the globe is very important to have a translation partner. If you are ready to go global with your project, product or invention. Contact us!

Translation in the tourism industry. The British and German markets.

The tourism industry is one of the industries requiring massive translations. Businesses in this industry get customers from all over the world and it is essential for them to address their needs not only with high quality resorts but also with high quality service that will enable them to have a positive tourism experience.

As you know, our Spanish branch is located in a tourist area, the Costa del Sol, and there are often events and seminars addressed to tourism industry professionals, as sometimes being in a sunny area with nice beaches is not enough to get the best clients.

We attended two conferences about specific markets, United Kingdom and Germany.

Although they are the traditional markets coming to the Costa del Sol, their habits have changed, as society has changed.

All customers, not only British and German, are now much more informed, and want much more quality. Considering that the British tourist is just looking for sun and beach at low cost prices is becoming a topic that is less and less true. Their interests are as varied as their visitors:

  • Family holidays.
  • Nature and rural areas.
  • Learning Spanish.
  • And yes, the Sun and the beach too.

They are very used to social networks and, as there is a high community of residents living in the area the whole year, they get information easily.

They also book most of their holidays online, instead of going to traditional travel agencies.

As for the German tourists, they are, after the British, the second most important market visiting the Costa del Sol. Their interests are also varied:

  • Nature and rural areas.
  • Culture.
  • Golf.
  • Health.
  • Retirement. They come first as a tourist and then they buy a property and retire.

They are increasing their online habits, but still they rely much on traditional travel agencies.

How can translation help to get business from these markets?

Most of the bookings are done in their country of origin, so they should learn from you before coming to your destination. Build a nice and user-friendly website, adapt it to all formats (tablet, mobile, wearables, etc.), interact with them in social networks, establish strategic partnerships with in-country professionals and attend industry events. And when you do all this, take into account their language, their culture and their values. Maybe you think that the best you can offer is your swimming pool, when maybe they are more interested in your restaurant.

And what about when they are here? Make sure your staff can communicate with them, that they can be helpful if they have an issue with their passport, if they need medical assistance, etc. Providing a leaflet in their language with some tips about how to avoid being stolen or what to do in case of a medical emergency can be a good starting point to make customers feel you care for them. In appreciation, they will for sure talk about you with relatives and friends, both online and offline.

As mentioned in the conferences, the customer is not the purpose of the business strategy, but one more element of it. So, taking him into account from the very beginning will help you to meet his needs more easily and increase your sales.

At Jensen Localization we can help you to be known in the origin countries when British, German or any other nationality tourists are planning their holidays, and to bridge the language gap with them once they are in your establishment. Feel free to contact us for more information!

When ‘No’ doesn’t exactly Mean ‘No’

Our colleague Magnus, native Swedish speaker, sent us this picture from an automatic teller machine in Spain:

Translation error in automatic teller machine.

The quality is not very good, and we have removed sensitive data (and of course the name of the Bank), but some of you will spot the error easily.

For those of you who are not familiar with the Swedish grammar, here is the explanation:

We all know how to withdraw cash from these machines, don’t we? If we want to continue with the operation, we press Yes (Ja in Swedish). And if we do not want to continue with such operation, we press No, which should be Nej in Swedish. However, as you can see in the picture, it reads Inte, which means Not (the particle used to build negative sentences in Swedish).

This is a very common error in companies that prefer to take shortcuts in their international communication strategy. First impressions are very important, and this apparently tiny error can prevent this bank from getting a client. It does not prevent you from withdrawing money but, would you trust a bigger operation in a bank that does not give you accurate information in your language?

Oral, written and visual communication are extremely important for companies, no matter if they are an international bank or a small shop in a tourist area. The way you communicate things will define the way your clients and potentials will perceive the services you are offering them, and approaching them in their language will make them feel at ease and make a step in the so difficult world of getting and engaging clients.

If you want to know how we can help you to go global and break language barriers thanks to translation, do not hesitate to contact us.

 

Missed the good clients because of language?

You just arrived from your idyllic holidays. You enjoyed great weather, fantastic food and visited interesting cultural spots.

However, there is a bitter taste in what seemed to be a perfect holiday. You had serious trouble finding out what the chef’s speciality was, how to find the best beach in town, and not to mention how hard it was to make you understood in the bank when you wanted to see why your credit card was not allowing you to withdraw cash. As in the film, you were just Lost in Translation.

Hello in different languages

Globalization has also democratised communication issues. In all countries, and in all businesses, not only in the tourism industry, there is an increasing need for enabling communication between people from different countries. Although tools such as Google Translate can be helpful as an emergency tool used for general purposes, it is definitely not an option for those who want to get and retain good clients.

We know that quite well at Jensen Localization. Despite the crisis scenario still predominant in Europe, we have experienced an increase in the demand of translations from many different industries, not only the tourist or the localization industries, which are some of our main fields of work. We have also received new requests from energy companies and from companies in the Real Estate business, mainly in Spain, as there are many foreign companies investing in this industry or just people that want to buy a second residence in Spain, especially in the Costa del Sol and other coastal zones.

If you are a global company, your clients may have trouble to know what you can do for them if the information is not provided in their language.

Translation and interpreting services are one of the most powerful marketing tools for a global company. When you provide your clients with the information they need in their language, they will have a faster access to your products and services, there will be less complaints due to missing or wrong information and it will be easier for them to refer your company to their family and friends. Interpreters are cultural mediators, they do not only help you to know what you need to say, but also how you need to act in front of the person you are talking to. Many negotiations have not been successful due to communication issues.

Therefore, next time you think about how you are approaching your clients in foreign countries, remember how you felt on your last holidays. If you want to make sure they know what you can do for them, contact us.

 

Market Entry Strategies and Localization

Neither companies nor consumers are limited to do business in their home country. Both for companies that just want to export their products and for those that want to open a branch in a new market, there are many important factors to take into account before actually making the move. Among these factors, the knowledge of the local language and culture is important. In this article, written with the help of our Marketing Assistant, Helia Lavassani, we want to talk about entry modes and the barriers a company can have in a target country, including cultural barriers.

Entry modes

There are many different entry modes, all of which have different levels of engagement and risks.

If the market you are trying to reach is both geographically and culturally distant from the home country and you are not 100% sure if it is the right market for you, you might want to make use of low risk entry modes such as agents or distributors, to gain local knowledge and get a better inside feeling of the market. Note, however, that these entry modes imply very little control from your side, so make sure you have the right people around you.

Aiming global, international marketingMaybe you are sure about the market and want to enter but do not have the resources to go all in. In that case you might want to look into partnering up with the locals through joint ventures or franchising. These entry modes give you more control over the distribution of your products, but you share the risks with your partners. Again, choosing the right partner is crucial in order to reach your goals.

For companies who have the needed resources and are completely confident in the markets they want to enter, entry modes such as sales subsidiaries or off shoring will be ideal. These entry modes give you full control over your products, the production and the distribution. It is a high risk entry mode as you have to be really sure about the specific markets, but if done right this will give you closeness to the market, which in the end will lead to closeness to your consumers.

Barriers

Before deciding how you want to enter the new market you have to do a market research, especially for the markets geographically and culturally distant from your home country. When doing research, there are many important factors to look at. Here we will use the PESTEL model as an example of factors you might want to look into:

  • Political environment
  • Economic environment
  • Socio-cultural/demographic environment
  • Technological environment
  • Ecological environment
  • Legal environment

The above model gives you more of an understanding of the environment in the targeted country and what barriers you might meet.

When looking at the cultural environment in any given market you look at language, differences in business ethics, morals, etc. When you want to adapt your products to a new market, a local person will not be enough. Here you will need to look into the localization business. While translation helps you translate documents, websites, labels, etc. to the specific language, localization companies like Jensen Localization consider the cultural aspects as well. Localization companies know the differences in ethics, writing, culture, etc., which are important in order to get close to the market you want to reach. Locals want their products to seem as if they were created just for them, and localizing your products is therefore important to avoid misunderstandings and to reach the costumers the same way as local rivals do.

We hope this article has given you an overall understanding of the different things to consider when reaching new markets. To learn more about the importance of localizing your products, please read our older entry: Why do we need localization?.

At Jensen Localization we work with Marketing and Business Internationalization consultants. Together, we help companies make a successful entry in their target markets by adapting their products to local language and uses. If you want to learn how our language services can be of help to your international business strategies, feel free to contact us.

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