9. Rapport International, 2014
Agenda
Strategy for entry important
Strategy for entry important
Translation options to consider
Controlling QUALITY is important
Marketing Communications suggestions
Consider global differences
SEO special considerations
10. Strategy #1 Look for Activity
Remember Ed’s slide
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11. Strategy #2 Deal in English
No. 1 Fear of Exporting
Dealing with Language Issues
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12. Skip Translation –
Target English-Speaking
Countries
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United States
Canada
Caribbean
UK
Netherlands
Australia
New Zealand
India
Hong Kong
Singapore
13. Lost Market Only English
Speaking Countries
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14%
7%
79%
English Speaking in
Countires
Non-English Speakers in
Countries
Rest of World
14. 2000-3000 Languages in World
and the Number is Decreasing
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75%
20%
5%
Chinese, English,
Spanish, Russian, Hindi,
German, Italian,
Japanese, Arabic,
Bengali, Portuguese,
French + dozen more
Other
1000's of languages
15. Languages to Talk to 60% of
World (3,900,000,000 people)
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English
French
German
Spanish
Portuguese
Italian
Russian
Traditional Chinese
Simplified Chinese
Japanese
Hindi
Bengali
Arabic
16. Strategy #3 - Market Analysis
Traditional Recommendation
Assess Market Potential – market size,
economic climates and trends, demand for product/service. Avoid
“look good” markets.
Find opportunities – well researched customer and
competitive analysis allows for quick penetration and avoidance of
poor market choices.
Understand the business framework –
legal, financial, regulatory, environmental, political, marketing
practices. Get knowledgeable help.
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17. Strategy #4 – Growth Potential
Analyst Expectations
2010 2050
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Rank Country
1 United States
2 China
3 Japan
4 Germany
5 United Kingdom
6 France
7 Brazil
8 Italy
9 Canada
10 Russia
Rank Country
1 China
2 United States
3 India
4 Brazil
5 Mexico
6 Russia
7 Indonesia
8 Japan
9 United Kingdom
10 Germany
Source: Dionysios Bouzos presentation at the
Emerging Markets Symposium Oct 2013
18. Start with BRIC Countries
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Brazil
Russia
India
China
19. Other Options
•BRIC Brazil, Russia, India, China
•BRICS Brazil, Russia, India, China, South Africa
•MIST/MIKT Mexico, Indonesia, South Korea, Turkey
•N-11 South Korea, Indonesia, Iran, Mexico, Philippines,
Turkey, Egypt, Nigeria, Pakistan, Vietnam,
Bangladesh
•3Gs Bangladesh, China, Egypt, India, Indonesia, Iraq,
Mongolia, Nigeria, Philippines, Sri Lanka,
Vietnam
•CIVETS Colombia, Indonesia, Vietnam, Egypt, Turkey, South
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Africa
•MAVINS Mexico, Australia, Vietnam, Indonesia, Nigeria, South
Africa
•EAGLES Brazil, China, India, Indonesia, South Korea, Mexico,
Russia, Taiwan, Turkey, Iran
•EAGLES NEST Argentina, Bangladesh, Chile, Colombia, Egypt,
Malaysia, Nigeria, Pakistan, Peru, Philippines,
Poland, South Africa, Thailand, Vietnam, Iraq,
Saudi Arabia
20. Rapport International, 2014
Places to Start
Mexico
Indonesia
South Korea
Turkey
Egypt
Nigeria
Vietnam
South Africa
21. Rapport International, 2014
Weigh ALL Strategies
#1 Incoming Action
#2 English Only or Preferred
language/culture
#3 Needs Analysis
#4 Experts on Market Analysis
22. Translation options to consider
Controlling QUALITY is important
Rapport International, 2014
Agenda
Strategy for entry important
Translation options to consider
Controlling QUALITY is important
Marketing Communications suggestions
Consider global differences
SEO special considerations
25. Option Depends on Materials
Communications – email, personal correspondence
Human Resources – employee announcements,
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training, newsletters
Operations – spec sheets, training, manuals
Research – articles on subject, patents, new product
Legal – contracts, agreements, disclosures
Financial – annual reports, financial statements
Marketing – web, brochures, price sheets, press
releases, communications materials, business cards
26. Rapport International, 2014
Bottom Line!
Use Globalized or Localized translation
for any document that has the potential to
significantly affect the financial standing,
legal position, safety performance or
equipment operations of a company.
27. Rapport International, 2014
Controlling Quality
Well written English
Clear message
Present final copy for translation
Allow for expansion
Edit/review/test the translation
Hire the right agency
Allow time
Track changes on future edits
28. Unfortunate Restaurant Names
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Soon Fat
Chinese Take Away
Cabbages and Condoms
Thai Cuisine
Chickpizz
(for chicken or pizza)
Chocolate Log
Confectionery
29. Marketing communications suggestions
Consider global differences
Rapport International, 2014
Agenda
Strategy for entry important
Translation options to consider
Controlling QUALITY is important
Marketing Communications suggestions
Consider global differences
SEO special considerations
30. Cultural Communications
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Graphics
Colors – red, black and white
References
Jokes
Formality
Off limit topics
33. Rapport International, 2014
Global Differences
Cognitive Styles
Negotiating
Value System
Manners
Eating
Humor
Gifts and Business Card Giving
35. Negotiating – for best interest
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Faith
Fact
Feeling
36. Rapport International, 2014
Value System –
Basis for Behavior
Locus of Decision Making – individualism
or collectivism
Sources of Anxiety – interpersonal
relationships, religion, technology and law
Issue or Equality/Inequality – division of
power
41. Rapport International, 2014
Guidelines
Individuals are all different
Be aware of differences
Be authentic
Ask your interpreter or your host
42. Rapport International, 2014
Agenda
Strategy for entry important
Translation options to consider
Controlling QUALITY is important
Marketing Communications suggestions
Consider global differences
SSEEOO ssppeecciaial lc ocnosnisdiedreartiaotniosns
43. SEO Particulars –
Google Dominates World
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44. Rapport International, 2014
In-language Content!!!
70-90% of consumers spend most or all of their
time on websites in their own language.
73% of consumers are more likely to buy a
product with information in their own language.
56% of consumers said that the ability to obtain
information in their own language is more
important than price.
42% say they NEVER purchase in other
languages.
Source: Common Sense Advisory Survey &
European Commission Study
45. Largest Search Engines
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China – Baidu
South Korea – Naver
Japan – Yahoo
Europe – Google
Russia – Yandex (4th largest in the world)
46. Rapport International, 2014
Tips for SEO –
CONTENT, CONTENT, CONTENT
Consider global mobile usage
Same for marketing!!!
Understand local users – search terms,
preferences, competition, thought leader
Make it culturally appropriate – sentiment,
language, type of content
Abide by local regulations (censorship)
Source right technology and talent
47. Rapport International, 2014
Thank you!
Please contact me with any questions
Wendy Pease
Rapport International
93 Moore Rd.
Sudbury, MA 01776
978-443-2540
wendypease@rapportintl.com