Gemini Translation Services Blog

Posts Tagged ‘marketing’

Many thanks (in advance) to everyone taking part in the Gemini on-line marketing survey.

This isn’t a run of the mill, tick box exercise on how good things are (or aren’t), this really is about you the customer telling us how you see things.

Your feedback will help model the look and shape of Gemini.

By telling us stuff, we will be much better placed to serve you better.

The survey carries an incentive and one lucky winner will receive vouchers to spend on-line.

The draw will take place w/c November 15th, with the winner announced here, on Twitter and the main web site in December.

Entries received after October 31st will not be valid.

The winner will be selected at random.

Click here to view the survey.

All newsletter subscribes will automatically receive a survey, so if you haven’t already, why not subscribe to our regular newsletter.

Good luck to all entrants and many thanks (in advance) for your time and help in making this survey happen.

Best wishes as always.

Darren Elliott

by Narender Parwanda

Translating the user interface and supporting documentation is critical to the popularity of mass-market products and those targeted at the non-urban markets. Even high-end products and services benefit from linguistic localization as it enhances their appeal among consumers uncomfortable with English in both the urban and the rural markets. The linguistic localization of products will enable a large number of people, who previously could not access information about them to do so. Linguistic localization of marketing and other materials carries an implicit message to the market:

• that the producer of the product respects them
• that the producer has done the necessary preparation
• that the producer has facilities to meet their requirements

Translated documentation not only greatly reduces the cost of providing technical support, it also promotes users’ confidence in the producer’s technology and expertise, and encourages significant repeat business. After spending millions of dollars/pounds/euros to get your products or services into the Indian market, it makes no sense to cut corners on their linguistic localization.

There really is no substitute for the ability to deal with customers in the ways most familiar to them. Language does matter.

The majority of retailers and frontline salespeople are also uncomfortable with English. Hence, it is advisable to have sales manuals, in-house magazines and other materials targeted at them in the local language. The maintenance and support personnel too are largely uncomfortable understanding materials in English. The translation of services manuals and other relevant materials will improve the effectiveness and efficiency of your maintenance and support personnel.

Many proactive companies have started exploiting these opportunities and are reaching out to consumers in the language most familiar to them. We need to remember that we may be able to buy goods and services in our language, but to sell we need to use the language of our customers, or stand at a disadvantage to those who do.

Reproduced in part from an article submitted to GTS for publication