Promote Your Product or Service

The first and most important stage of any promotional effort...

...is to have your company information translated into the language of the country you are targetting. Whether it is technical information, logos/slogans, brochures, or advertising materials, ensure that it is translated and that it comes out the way you intend it to. The best way to accomplish this is to have it translated by someone who is actually in or from the country that you are targetting - someone who knows the slang, regional variations and nuances of the language. This person will also understand the culture and what is and is not acceptable. What we may consider cute or humorous could be offensive in some cultures. Also, in many countries, certain numbers, colors and objects are considered lucky while others symbolize unlucky or unhappy circumstances.

Some well know known examples of advertising that didn't quite work out as planned...

• Pepsi Cola tried to market their slogan "Pepsi Comes Alive" in Taiwan. However the slogan, once translated, came out to be "Pepsi Brings Your Ancestors Back from the Grave".
• A US company was using the word "ball" in their publicity materials but found out that in Latin America, the equivalent word "bola" had four distinct meanings depending upon the country: in one country it meant "ball", in another it meant "revolution", in one it meant a lie, and in yet another it was an obscenity.
• Chevrolet introduced their car called the Nova into the Latin American market but sales were poor. Unfortunately, the words "no va" means "doesn't go".
• A company entering the Arab-speaking market put together a print ad to promote their stomach remedy. The first picture showed someone looking miserable, the second picture had the person taking the remedy, and the third image had the person smiling. The photos were arranged from left to right. Unfortunately for this company, Arabic is read from right to left.

Also, keep in mind that some countries have more than one official language so you may need to consider having your materials translated more than once. For example, in Switzerland there are four official languages: French, Italian, German and Romansch. Although it is not a problem to find people who speak English, you must still keep the country's linguistic diversity in mind. Consulting with someone familiar with the culture can help you decide whether or not to translate the materials and, if so, in which languages.

Methods of Promotion

• Trade Magazines: many English language trade publications enjoy wide circulation in countries where English is not the native tongue. You may want to create a print ad, or submit a professionally written article with photographs.

• Brochure: your company brochure should contain a number of color photographs and illustrations. It is best to rely more on the artwork to tell the story rather than the text as there will be less to translate which decreases the risk of error.

• Trade Shows: these are an excellent method of actually showing your product or promoting your service on a one-to-one basis with potential customers. There are many specialized trade shows around the world. You can contact us for trade show listings, visit ExportSource for links to Canadian and international trade shows and events, or go to the Manitoba Business Calendar for worldwide listings.

• Government Sponsored Internet Databases: when you register your company with Foreign Affairs and International Trade's Virtual Trade Commissioner and Industry Canada's Canadian Company Capabilities, you open yourself to a world of opportunity. Not only are the sites on the internet giving you global exposure, they are also used exclusively by Canada's Trade Commissioners to access Canadian products and services to fill any foreign requests that they receive. If you are located in Manitoba, you can also register your business on the Manitoba Companies Database sponsored by Manitoba Industry, Economic Development and Mines. There is no cost to be listed on any of these databases.

• The Internet: provides you with a world wide audience. You can either register your company on government sponsored internet sites such as those noted above, submit your company's particulars to various internet directories, or set up your own web site.