Monthly Email Newsletter
April 2006
IN THIS ISSUE:
I. Message from the Editor
II. Articles:
***
FEATURED INDUSTRY: Trade Show Industry
1. Communicating with International Trade Show Visitors
2. The Trade Show Industry in Russia
3. Useful Links
***
FEATURED LANGUAGE: Russian
4. Russian Quick-Glance
5. Russian Speakers on the Web
6. Useful Links
III. GLS Launches New Website
IV. Enter our Translation Bloopers, Mishaps, and Woes Contest
V. Industry Tip Sheets Available
VI. In Our Next Issue
VII. Your Feedback
VIII. How to Subscribe/Unsubscribe
I. MESSAGE FROM THE EDITOR
International exhibiting is bigger than ever. Not only are more U.S. companies exhibiting abroad, but an increasing number of foreign companies are setting up booths at trade shows or sending corporate representatives over here. This creates many exciting business development opportunities, but also comes with some challenges; mainly communicating with new potential customers or clients. In this issue of the Global Communicator we offer you the tips on making an impact at international trade shows and getting your message across wherever or to whomever.
Our featured language in this issue is Russian, which is the native language of more than 167 million people. Russian is the official language in four countries and spoken in more than 30. Read our "Russian Speakers on the Web" article for more information on just how many of them are logging on and find out how fast this online demographic is growing.
Also in this issue we are pleased to announce the launch of Global Language Solutions' (GLS) newly designed website. We understand that our current and potential clients don't want to just know that we offer translation or interpreting services, but rather how we specialize in their particular market segment. Now, visitors to our new site have access to research, associations, and events that impact their daily work.
And finally, thank you to all of you who stopped by our booth at the 15th Annual Partnerships with CROs conference in Las Vegas, Nevada. Congratulations to Monica Rossi (Ligand Pharmaceuticals) - the winner of our booth drawing for an Apple iPod Shuffle. Everyone will have a chance to win again in the coming weeks. Be on the lookout for a postcard mailing offering you 25% off translation services and more prize opportunities.
Since this newsletter is meant to create a virtual community where we share the latest news and advice, we invite you to
contact us with your suggestions, story ideas, statistics, and website tips.
Inna Kassatkina
Editor
II. ARTICLES
*** FEATURED INDUSTRY: TRADE SHOW
1. Communicating with International Trade Show Visitors
As the number of international visitors at U.S. trade shows grows, so does the challenge of communicating with non-English-speaking buyers. In addition, many companies are taking their products and services abroad. If you're not addressing the potential for miscommunication with this new audience of potential customers or clients that doesn't speak your language; you could be missing out on a vast business opportunity.
GLS offers the following suggestions and resources for communicating in a global trade show environment:
- CULTURAL APPRECIATION. Cultural differences need to be taken seriously. Be mindful of how different cultures behave in business with greetings, business card exchange, and personal space. In some countries, business people expect to do business on the same level, i.e. CEO to CEO. In addition, read up on the cultural norms of the host country you are exhibiting in, or, if you are expecting a high number of ethnic attendees at your domestic trade show, take the time to understand what their expectations may be.
- LIMITED ENGLISH. If you are going to a country where English is not widely spoken, such as Russia, and you do not have local staff available, hire a translator. If your product or service requires a lot of technical information, forward terms to the translator in advance.
- TRANSLATED AUDIO TOUR. Have an audio taped tour of the items on display at your booth translated into the most likely languages spoken by your international constituents, such as Spanish, Japanese, and Chinese. Then, your international visitors can take a tape home in their native language and share it with colleagues.
- MATERIALS IN MULTIPLE LANGUAGES. Don't forget it is not just conversation that can be a problem - consider the printed word as well. You know your market. If your customers prefer their marketing collateral in their native language, then give them what they are looking for. If nothing else, having materials on-hand that are translated into at least one language, such as Spanish, can show your cultural sensitivity, adaptability, and event depth of ability. In addition, if you are taking your show on the road, research the languages of the attendees and translate
- ACCURACY COUNTS. Be careful - make sure the translation of literature and/or graphics makes sense. Avoid using colloquial expressions that may be untranslatable. For example, a seemingly simple expression, "we've all been there", would elicit a response, "been where?" if translated literally from English into other languages.
- BOOTH DISPLAYS. You've invested a great deal of time and money into the creation of your booth display. But now you're ready to take it abroad to Europe, Asia, Russia, or another international venue. Notwithstanding the electrical, height, and shipping issues, you have to come to terms with the fact that you will most likely need to create new displays for your international exhibits. In a future issue of the GC, we'll address the ins and outs of global exhibiting.
- ASK FOR HELP. It never hurts to ask the trade show organizers if they will have on-site translators and interpreters available.
For more information...
A wide range of convention and visitor bureaus, global organizations, and meeting facilities turn to GLS for the translation of marketing materials or interpreter services.
Contact us to find out more about our marketing translation or interpreter services.
2. Exhibiting In Russia
Russian culture makes Russian tradeshows somewhat different from tradeshows in other countries. For example, an exposition isn't just a sales event; it is a social function also. Furthermore, the hours are a little later in the day and they tend to last longer than tradeshows in other countries (i.e. 10:00 a.m. until 6:00 p.m. for approximately four to five days).
According to "Exhibitor Magazine", in-booth hospitality is prevalent in Russia. Popular drinks include wine, champagne, vodka, tea (green tea is very popular), water, juice, coffee, bottled water, and soft drinks. Tea is always served without milk. Most of the larger exhibits set up bars or bistros where they serve food and drinks, often native to their respective homelands.
3. Useful Links
For information on the trade show industry, visit the following websites:
http://www.biztradeshows.com/
http://www.exhibitoronline.com/exhibitormagazine/index.asp
To find out what shows and exhibits are planned throughout Russia, refer to the following websites:
http://www.eventseye.com/fairs/event_l211.html
http://www.mdna.com/shows_worldwide.html#russia
http://www.expocentral.com/location/Europe/Europe_Russia.html
http://www.biztradeshows.com/russia/russia-tradeshows.mp?industry=computer
For information on exhibit companies in Russia and CIS, refer to the following websites:
http://www.restec.ru/info.en.html
http://www.biztradeshows.com/organizers/russia-trade-show-organizers.html
http://www.unex.ru/english/expo.shtml
*** FEATURED LANGUAGE: RUSSIAN
4. RUSSIAN QUICK-GLANCE
Russian is the official language of Russia, and an official language of Belarus, Kazakhstan, Kyrgyzstan, the Autonomous Republic of Crimea (Ukraine), and the unrecognized Moldovan Republic of Transnistria. It is one of the six official languages of the United Nations.
Significant Russian-speaking groups also exist in Western Europe. These have been fed by several waves of immigrants since the beginning of the twentieth century. Russian is also spoken in Israel by at least 750,000 ethnic Jewish immigrants from the former Soviet Union (1999 census). Sizeable Russian-speaking communities also exist in North America, especially in large urban centers of the U.S. and Canada such as New York City, Los Angeles, San Francisco, Toronto, Miami, and Chicago.
Russian is written using a modified version of the Cyrillic alphabet, consisting of 33 letters. It is a Slavic language in the Indo-European family. From the point of view of the spoken language, its closest relatives are Belarusian and Ukrainian, the other two national languages in the East Slavic group. In many places in Ukraine and Belarus, these languages are spoken interchangeably.
5. RUSSIAN SPEAKERS ON THE WEB
How robust is the number of Russian speakers who are logging onto the Internet? According to Internet World Stats listing of users by language, Russian ranks 10th, right behind Italian. What is even more surprising is the growth numbers realized by this language segment. This same ranking lists Russian at a more than 600% growth in users from 2000-2005.
Interested in the other languages making the top 10 list? Visit
http://www.internetworldstats.com/stats7.htm.
6. Useful Links
Local newspapers and country- or language-specific search engines can be great sources of information about political, economic, and social issues that are important to Russian-speaking people. Business articles will also help you to identify new business contacts, refine your marketing methods, and assess whether economy is strong enough and the timing is right to launch your new business expansion abroad.
NEWSPAPERS AND ONLINE NEWS RESOURCES:
http://www.gateway2russia.com/
http://nevanews.com
http://www.world-newspapers.com/russia.html
SEARCH ENGINES:
http://www.google.com/intl/ru/
http://www.yandex.ru/
http://www.aport.ru/
III. GLS LAUNCHES NEW WEBSITE
GLS has gone live with its revamped website after revisions to make it more user-friendly and robust. Now, visitors to
www.globallanguages.com have easy access to information, tools, and resources segmented by its seven areas of industry expertise: medical and pharmaceutical; healthcare; financial; legal; manufacturing; marketing; and technology.
A fresh design, easier navigation tools, and access to industry-specific tools and resources are expected to increase site visits, sales conversions, and repeat visitors.
Organizations interested in submitting their links to GLS for consideration as an industry tool or resource can
contact us for more information. Please be sure and include the link you would like us to evaluate.
IV. ENTER OUR TRANSLATION BLOOPERS, MISHAPS, AND WOES CONTEST
The translation of materials, packaging, labels, etc. or the provision of an interpreter is more than a luxury - often it's the law. In an effort to demonstrate that quality translations are not only imperative, but that inaccurate translations can sometimes be confusing, damaging, and, yes, humorous at times, Global Language Solutions is holding a translation blooper contest.
Have you had an experience with a translation or the interpretation of a phrase or word that has confused your client, patient, or subject? If so, we want to hear from you!
Send GLS your favorite blooper, mishap, or woe. We'll select the best, publish them in a future issue of the Global Communicator (anonymously, of course), and shower the top three with praise…and a prize, too.
In need of some motivation? Here is one of our personal favorites: "You must be able to read English. If you are unable to read this, you will not be eligible for the study."
Now it's your turn. Send us your entries by July 1, 2006.
V. INDUSTRY TIP SHEETS AVAILABLE
Download one of our useful, easy-to-follow tip sheets for translation services across a variety of industries, including legal, healthcare, pharmaceutical, and medical devices. Also available is a tip sheet on what to look for in a translation firm.
Visit our website to review additional
industry resources.
VI. IN OUR NEXT ISSUE
*** FEATURED TOPIC: Medical Devices Industry
*** FEATURED LANGUAGE: German
V. YOUR FEEDBACK
Have questions? Or a story idea or topic you would like us to address in a future issue?
Contact us.
VI. HOW TO SUBSCRIBE
