As part of Prime Advantage, Endorsed Suppliers have been invited to share their insights on the present and future of manufacturing success. In this post, Briana Steinhorst from International Communication by Design looks at the benefits of localizing your product to global markets.
In order to succeed in today's global marketplace and strengthen relations with international customers, companies must establish plans to better focus their content. Localizing manuals and marketing materials is a great start to ensure international clients are clear and knowledgeable about the product they are purchasing. Selling a product overseas requires customers to read commands on the user-interface, which presents an additional challenge when the information is not translated into the local language.
As consumers become progressively dependent on technology in their day-to-day lives, manufacturers are integrating more touch screens and user-friendly interfaces into their products. These controls require software to deliver straightforward commands to the customer. How can these directions be easy to understand if the language is not localized to the appropriate target market? One commercial food product manufacturer was faced with this dilemma.
The manufacturer had produced technical translations for their manuals and marketing collateral. However, this alone was not enough to guarantee the highest level of customer satisfaction for their international customers. These materials merely contained the translated commands next to the English commands. Therefore customers were expected to either learn these commands in English, or reference their manual each and every time they needed guidance to operate the equipment.
With the help from a Language Service Provider (LSP), the manufacturer successfully localized the operating systems used in their products through a software export with a list of commands. These instructions were translated in seven different languages: Spanish, French, German, French Canadian, Swedish, Russian, and Portuguese. The translations finally gave operators the ability to run the equipment in their native tongue.
Three Steps to Integrate Your Product into Foreign Markets
- Focus on the end user's language (Italian, Spanish, German, etc.)
- Incorporate the language into your collateral (manuals, marketing pieces, etc.)
- Integrate the localized collateral into your product's user-interface
Companies that provide translated user-interfaces in the preferred language of their end users will build and maintain a competitive advantage over their global competitors. Localizing content for your clients improves the image of your international brand and quite simply, makes life easier for your customers.