Marketing prseentation

1. Decide | Describe | Deliver
douglawrence.com #tttconf

2. Why?
• For you and your clients
• ‘Eat your own dog food!’
• International market penetration strategy
• Communicate to compete

3. Decide: methods and markets
Describe: offerings; products, and
services
Deliver: adapt and implement

4. Client selling methods
• Exporting companies might sell:
! Direct to international clients
! Through sales partners
! Online
!Their own website
!Marketplaces

5. Translation company sales methods
• Smaller translation companies ‘may’ sell
! Proactively domestically
! Reactively internationally
! A domestic multilingual vendor (MLV)
! An international single or regional language vendor
(SLV/RLV)

6. Decide: Methods
• What are you good at doing?
• What do you enjoy doing?
• What do your prospective clients respond
positively to?

7. Decide: Market selection
• Geography
• Language
• Political/legal area EU/NAFTA
• Sales regions eg EMEA
• Industry

8. EMEA example
• Who many countries?
! Approximately 116
• Largest country by population?
! Nigeria 182m
• Language?
! English
!Hausa, Igbo, and Yoruba

9. Describe: offerings
• Geography
• Language
• Political/legal area EU/NAFTA
• Sales regions eg EMEA
• Industry

10. The 3 TTTs
• Translation – message first
• Technology – have a good story
• Terminology – wouldn’t that be great!

11. Approaches to international clients
• Teddy bear
• Wants to be loved by the clients
• Turtle
• Wants the clients to go away
• Fox
• Tries to strike the best deal with clients
• Owl
• Adapts their process to fit the client’s
• Shark
• Doesn’t care as long as they get the deal!

12. Website translation– add value
• Right message
• Flags vs languages
• Translated content on correct domain or not geo-
targeted
• Test enquiry forms
• Frequently asked questions
• Videos

13. eCommerce is already here

14. Hvala lepa!
Čas za vprašanja
douglawrence.com
#tttconf