PRESS RELEASE
Translation experts Comtec highlight localisation as the key to exporting success
Following news that the Government wants a further 100,000 businesses exporting by 2020, specialist translations provider Comtec is advising businesses to take a similar approach to its client, international flooring manufacturer Amtico and invest in translation and localisation of both marketing and technical content to build their brand effectively worldwide.
Comtec have had a collaborative relationship with Amtico, helping the company deliver its brand values with clarity and consistency across a wide range of markets, and all from its UK head office. The key to the company's international growth has been the communication of core brand messages translated and localised to fit with the specific market. Amtico is now one of the largest exporters in the Midlands region.
Research from the Common Sense Advisory Service states that an international consumer is four times more likely to buy a product or service if it is offered in their native language, meaning that localising marketing and technical content is a key aspect to successful exporting.
As part of the translation process with Comtec, Amtico develops the majority of its marketing and technical material centrally in the UK before it is translated by Comtec's team of specialist translators. The point of difference comes when Comtec helps Amtico get valuable on-the-ground feedback from its local market teams via their online review tools. This simple process ensures that local expertise is captured with specific feedback on terminology, style, tone and product usage.
"Local market teams bring us a unique insight into the particular consumer behaviour and brand perception of a foreign market or region, to ensure that, while our core brand messages remain consistent in every market we enter, we are also able to adapt to fit local needs"explains Sophia McKain, European Marketing Manager, Amtico. "This provides us with fully localised content that trulyconnects with the local customers.'
Sophie Howe, Managing Director of Comtec Translations has seen for herself the benefit of localised translations, having worked with hundreds of exporters over the last few years."We always advise businesses to adopt a similar approach to Amtico when it comes to translation of their marketing and technical material. Our team of professional translators provide the expertise to translate and localise the material, but nothing beats the knowledge of the local market teams who are on the road selling the products and services. Their input can really help to pick up on preferences in terms of style, tone and terminology. If the government is aiming to increase the number of exporters by 2020 then localisation is definitely a factor that can help more businesses become successful exporters, like Amtico,"she said.
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Editors note:
A full, in depth case study of Amtico's localisation process is available for publications wishing to run an extensive feature on the topic. To obtain the case study, please contact Sophie Howe, Managing Director, Comtec Translations on 01926 335 681 orshowe@comtectranslations.comor Denise Taylor, Bridge PR & Media Services on 02476 520 025 orDenise@bridgepr.co.uk
About Comtec
Comtec is a leading translations provider working in partnership with companies and creative agencies, enabling them to communicate effectively in all major languages. Comtec has over 30 years' experience in aiding UK companies in international trade and works with a number of leading UK brands. The company invests heavily in the latest technologies to simplify the translation process, combining technical know-how with the expertise of its linguists to deliver translation and localisation projects efficiently, on time and on budget.