As language specialists, we work with clients of differing sizes, on projects and products that target almost every corner of the globe. One of our valued clients is Renishaw, a global, high precision metrology and healthcare technology group. With more than 77 offices in 36 countries and over 5,000 employees worldwide, language forms a significant element of the company’s communications strategy.
Last month, Renishaw India successfully hosted its first Channel Partner Meet in Goa, which involved more than 30 companies from across the country. In this blog, we investigate the importance of language when seeking to engage the hearts and minds of both colleagues and customers.
Focus on India
In terms of the languages used in India, the Indian constitution recognises 22 official languages. Renishaw’s Channel Partner Meet involved 30 companies from all across India, making it incredibly important to provide each individual with a personalised experience. International exhibitions and conferences should place the individual at the heart of everything they do, and thus the language used needs to be accessible to all.
Paul Weaver, Director of Sales and Marketing, Renishaw India said ‘‘This was the first opportunity for Renishaw India to bring all Channel Partners together. It has been a big journey for us over the last few years to develop a channel network and this was an opportunity to celebrate its success and start to look at what we expect from them over the next few years.’’
Ensuring your exhibition experience is tailored to each market
The right choice of conference or exhibition stand design will help you to deliver your company message. It can act as a catalyst for conversations, however, stand design goes so much deeper than merely the visuals. When operating on an international stage, language and culture are also important considerations.
It is important to take into account which languages your visitors speak and whether there are cultural aspects to consider. India is a very diverse country, a land of extreme contrasts. Each state is unique, with its own culture and social norms. When deciding on printed materials, it is important to analyse not only which languages to translate it into, but also which images would be most fitting, which slang terms might offend and whether certain colours are best avoided. When looking at digital content, you will need to decide whether videos should be available dubbed or with subtitles. There are numerous ways to tailor your collateral to have the most impact and influence.
Maximising your ROI
Rather than focusing on the up-front expense required for these modifications, it can be better to consider the whole lifetime cost. Translated materials can be a key component in future success.
Dr Sanjeev Kumar, Head of Business Development, Renishaw India said ‘’Channel Partners are part of our key strategy in developing our business and at the Meet we appreciated their performance, we talked about growth and discussed a go-to-market strategy with which they can grow their businesses.’’
How Albion Languages can help
Brand identity is crucial when it comes to working on the global stage. Your collateral should convey at a glance who you are and what you do. At Albion Languages, our experts focus on clearly communicating brand messages and helping to fine tune campaigns for a wider, more global audience. To discuss this further, get in touch with us today.