1. 10 steps to export marketing success On The Edge Digital 2014 Anna Bastek Msc B.Eng (Hons) ILM CIM CMI Co-founder and marketing director of Wolfestone

2. How many of you currently export your product/service? 3. 10th largest city in China is bigger than London 4. What we do We help businesses to succeed internationally by Overcoming language barriers Maximising international marketing campaigns Translating documentation and videos Providing interpreters for meetings and events And we are busy winning business awards!!! 5. Who we are Strategic partner of Chamber of Commerce Vice Chair or Exporters Association Chair of Association of Translation Companies Open to Export partner Write for Guardian, Marketer Run an Export blog 6. The whole world speaks English NOT! Less than of the world population speaks English as first language 27% 6% of the internet is English speaking 7. of customers would rather buy products and services in their own language 72% 8. For of customers language is more important than price 56% 9. Top languages on the internet 10. Language acts as a barrier to trade UK companies lost up to of potential business 16bn 11. Step 1 Analyse existing enquiries 12. Analyse! Where are your enquiries coming from? What can you learn from Analytics? What enquiries are converting? 13. Step 2 Learn and educate yourself 14. Speak to people and learn! Invest your time! Dont make mistakes someone else has made! Webinars Newsletters Blogs and articles Conferences Networking with other exporters Courses In the toolkit we will send you the list of the top resources 15. Step 3 Plan your language strategy 16. What are your business touchpoints? Where is language strategy essential? 17. Options for overcoming language barriers Professional language company: all skills under one roof, quality. Use of technology will give you discounts, speed and consistency. Freelance translator. Cheaper but reliability issues. Limited capacity. (eg. hurricane) In-house staff what is the true cost of them not doing their job? Can be false economy. Max 200 day savings. Not qualified linguists. Distributors. Be careful with brand consistency and quality. Are they qualified linguists? You have no control over the brand messages. 18. Website localisation Language drives us, excellence defines us. CAT tool analysis Saved 18% 19. Step 4 Avoid common mistakes 20. It takes a tough man to make a tender chicken Frank Perdues slogan translated into Spanish as It takes an aroused man to make a chicken affectionate Language drives us, excellence defines us. 21. Come alive with Pepsi Pepsi brings your ancestors back from the grave Language drives us, excellence defines us. 22. More mistakes IKEA launched a kids workbench called Fartfull failed in the US 23. Never translate marketing messages - transcreate them! Transcreation means getting across the message and emotional impact Language is not just words its concepts, metaphors and idioms (eg. sweets, rugby) Important in advertising with character limit eg. Google Ads, subtitling 24. OK Middle finger One Sexual insult Hitch-hike In Southern Sardinia or Northern Greece you will invite a fight. Consider local culture 25. What to localise? Company slogan Localised units, currencies, dimensions Layout, images, colours (Cardiff) Product names 26. Localise product names 27. Translation isnt easy! Language drives us, excellence defines us. 28. Step 5 Set up in-country website 29. Cant I just ? Google Translate breaches Google's Webmaster guidelines Your website wont be indexed IP address not local Your brand wont seem serious or committed You might offend foreign customers (eg. woman driving) 30. Website localisation Focus on top pages first Remember about in-country domain Tone of voice guidelines Dont extract the text for translation into Word Language expansion 31. Case study 10% of overseas enquiries before translation Once one language had paid back the investment, they moved on to the next Website translated in to 5 languages New export 25% of turnover 32. Step 6 Plan multilingual SEO 33. Multilingual SEO Done in parallel to website translation Identify keywords before you translate On-site optimisation (tags, images) 34. Step 7 Get traffic 35. What are the right channels? Every country is different Mobile users Egypt 70% In Russia Google AdWords wont work Yandex CIM - LinkedIn vs Facebook Cold calling in Germany 36. Step 8 Carry out in-country review 37. Get your customers, agents, distributors (not staff!) Must be objective, external Test before launching! Language drives us, excellence defines us. 38. Step 9 Start selling 39. Find a solution for dealing with foreign enquiries How will you communicate? Ukraine interpreter 40. Step 10 Review your results 41. Example of excellent website ROI A Canadian company Group Anderson, well known in North America for its agricultural and forestry products, invested $5,000 to localise its website into Polish, Russian and German. Turnover increase of $3 million in just one year in Eastern Europe. 600% ROI 42. Actions! Leave your card to receive a FREE Action plan template Schedule 1h next week to fill it in! 43. Questions? anna@wolfestone.co.uk 0845 000 0083 Anna Bastek Msc B.Eng (Hons) ILM CIM CMI Co-founder and director of Wolfestone