Rapport International » World Trade

In global economy, ‘lost in translation’ not an option

Wendy Pease — Thu, 03 May 2012 13:27:58 +0000

Here is an article written by Amanda Roberge that appeared in Telegram.com.

Similar to the Got Milk? campaign in the U.S., the Hay Leche? campaign in Spanish-speaking countries translated to “Are you lactating?” for locals.

MacNeill Engineering Worldwide, manufacturer of CHAMP brand athletic products, is based in Marlboro, but manufactures all of its products in Hong Kong.

According to Jessica Georgenes, the company’s marketing manager and tour coordinator, English is the language spoken at business meetings, no matter where they are held. However, she added, it doesn’t always work out smoothly. Cultural differences and having quite a bit of vernacular “lost in translation” is an ongoing issue.

“Sometimes we understand the words they are saying, but we have to really slow down and try to figure out exactly what they are asking,” she said. “The words might be clear, but the meaning might not be.”

If only it were as simple as typing a few foreign words into a computer program and getting out a clean, error-free and understandable translation.

“(Computer programs) are good enough if you need to get the general gist of a private email or conversation,” said Nabil Freij, owner of GlobalVision International Inc., a company whose Westboro headquarters is run by his sister, Micheline Freij, director of global operations. “But if your interest is to look professional, you need to find a professional.”

Wendy Pease, owner of Rapport International in Sudbury, said, “Even through a difficult recession, this (interpretation and translation) industry continues to grow.”

The industry consists of three main avenues of service, and they are often confused with each other.

Interpretation is the real-time service, mostly used for face-to-face exchanges.

Translation is a transfer of written content from one language to another.

Localization refers to the final tier of the process, which allows for websites and literature to be translated within a cultural context.

“Doing the actual translation is only 60 to 70 percent of localization,” said Mr. Freij.

Unlike Ms. Pease’s company, in which translation projects are done exclusively by people, Mr. Freij’s company has developed unique computer software that has a memory for past projects, and employs people to continually update that database. If selling in a particular country, he said, consumers will want to see the right cultural innuendos, currency, and jargon, which are fluid and ever-changing.

But while the global industry is booming, those who provide interpreting/translation services are also in high demand locally, as public schools, courts and hospitals have a duty to make sure the people they serve are able to understand.

“Court interpreters provide an invaluable service to individuals who utilize their services on a daily basis in courthouses throughout the commonwealth,” said Erika Gully-Santiago, of the Supreme Judicial Court’s public information office.

In fiscal 2011, interpretation services were used in more than 90,000 court situations, in 69 different languages.

At least a third of Ms. Pease’s business comes from the public sector. Her company provides interpreters for parents of students coming into public school systems, helping them to understand what is happening at their children’s school. Additionally, though many hospitals employ full-time interpreters, some use resources such as Rapport International when admitting non-English-speaking patients, especially during off hours. In emergency situations, Ms. Pease said, those exchanges often take place over the phone.

The need for translation services continues, as more and more companies — including MacNeill — are sheathing new products in “global packaging,” which contains warnings and instructions in as many as seven of the most common languages.

According to Ms. Pease, cultural considerations can be a big issue for those engaged in interpreter-aided conversations. For example, she tells the story of a Hispanic patient at a local doctor’s office. Because an interpreter wasn’t available, the hospital asked a Spanish-speaking housekeeper to help, and the patient was alarmed to learn she needed stomach surgery.

“She didn’t really need surgery, but the doctor had used the name of a procedure the housekeeper didn’t understand, and she was not in a social position to question the doctor,” Ms. Pease said.

While many agencies and organizations are required to provide interpretation and translation services, some businesses do so voluntarily. Citing the huge population of “new Americans” in the Worcester area alone, Ms. Pease said businesses, particularly in retail, might be missing out on entire markets of customers and clients by not translating menus and signs.

“Local companies who are trying to accommodate people who don’t speak English have a huge opportunity to increase their revenues,” she said.

Reverse Innovation

Wendy Pease — Tue, 17 Apr 2012 05:23:59 +0000

Chris Trimble, a friend of mine from Tuck Business School and Professor Vijay Govindarajan have co-written a book titled Reverse Innovation: Create Far From Home, Win Everywhere.

Chris explains that, “For decades, global corporations have followed a predictable approach to innovation. They have developed new products and services for home markets, and then exported them.

That has worked well enough historically, but the dynamics of global business are changing. The bulk of economic growth is in the developing world, and the needs and opportunities in the developing world are simply too distinct for the old approach to work.

Corporations must learn a new trick: Reverse Innovation. They must learn to innovate in the emerging economies, and then bring the innovations home.”

For more information and to read a review please visit, The Economist.

Patents for Humanity Challenge

Wendy Pease — Tue, 10 Apr 2012 23:07:43 +0000

The U.S. Patent and Trademark Office is encouraging businesses to apply their patented technology to address the world’s humanitarian challenges. The Patents for Humanity Challenge is offering applications in four categories: medical technology, food and nutrition, clean technology, and information technology.

Applications are being accepted through August 31, 2012. For more information, visit usa.gov.

How to Write Marketing Copy for Global Marketing

Wendy Pease — Fri, 10 Feb 2012 20:08:08 +0000

1. Use clear language.

Do not use slang, colloquialisms, or improper grammar. Catchy marketing phrases do not work across cultures and languages – sometimes they don’t even work in different countries with the same language. Electrolux was thrilled in the UK with the response to their slogan “It sucks”. They could not understand why it was not well received in the United States!

2. Drop local references or specific country places.

Unless you plan on changing the marketing copy for each country that speaks the same language, do not make specific references to a particular geographic area or local customs. On the other hand, if you are targeting specific groups of consumers, it is best to adapt marketing materials to each country. In this case, use local references, terminology and the right currency.

3. Make pictures culturally appropriate.

A well-distributed magazine about diversity and opportunity for African Americans featured an Allstate full page back ad with a glowing white family leaning out the car windows. Oops, wrong target audience. The pictures need to reinforce the ad copy and targeted audience. People notice the glaring errors and they also can pick out foreigners in local publications.

4. Allow white space.

Translation expands the written copy and can be 20 – 30% longer depending on the language. A favorite example is “Fahrvergnugen” which is one German word but when translated it becomes four words in English – “the pleasure of driving”.

5. Make sure the original copy is well written.

Even the best translation company can’t fix bad writing. Bad writing always equals bad translation.

6. Stay consistent

When you develop you marketing message, keep it consistent and use the same tested translation. Often, we see companies letting their in-country distributers translate the marketing materials. This is the equivalent to having the sales force write the marketing material.

10 Things I Know About Language Translation

Wendy Pease — Wed, 08 Feb 2012 18:56:59 +0000

10. Just Do It.

A huge share of the business market is being missed if you are only targeting English speaking audiences. Less than 10% of the world’s population speaks English as their first language, yet if information about a product is in a person’s native language, that person is four times more likely to purchase.

9. Provide Good Copy

Providing well written English copy is the most important first step to insure a quality foreign language translation.

8. Quality of Linguist

Use a trained and reputable linguist from a qualified translation company. One hospital tried to use a bi-lingual cleaning lady to interpret for a doctor and patient but culturally, the cleaning lady felt uncomfortable questioning the doctor and asking for clarification. Unfortunately, she told the patient that she needed stomach surgery when she only needed a pap smear.

7. Know Your Audience

Translate for the audience. If using a Caribbean French translator for Canadian documents, it will look sloppy because of the geographic language differences.

6. Keep a Consistent Voice

Using different linguists is like using different writers – everyone has their own style. One may use the word “dinner” and another use the word “supper”. You want consistency.

5. Use Correct Grammar

Catchy marketing phrases do not work across cultures and languages. For example “got milk” was translated to “are you lactating?” Try to avoid double meanings – they rarely ever translate.

4. Avoid Colloquialisms and Slang

In English, we understand what it means to say “that’s hot” or “that’s cool” but it doesn’t carry the same meaning into other languages.

3. Localize when Necessary.

Localizing the document means making it appropriate for the audience in a particular target area. If selling in a particular country, consumers will want to see the right cultural innuendos, currency, jargons, etc.

2. Review and Edits

Always have the translated document reviewed and edited. Translation is like writing where the more eyes the better for an important document. Do not use machine translations.

1. Track Changes

Keep track of all changes when editing the original copy to save costs on translation edits.

Massachusetts Export Center

Wendy Pease — Wed, 01 Feb 2012 19:49:07 +0000

An excellent resource for MA businesses that are interested in exporting is the Massachusetts Export Center. The MA Export Center has been in business for over 20 years and serves as a one-stop resource for export assistance offering a wide range of targeted, customized services.

According to the Center, “On average, clients report over $300 million in new export sales every year as a direct result of our assistance.”

For more information on the MA Export Center, please visit www.mass.gov/export.

Doing Business in China

Wendy Pease — Fri, 27 Jan 2012 15:12:41 +0000

Adapted from an article by Jack Daniels at Buyers Bridge Corporation

Is your company doing business in China? Are you thinking about entering the Chinese market? If so, please read these tips to produce results.

Focus on products that have high labor content value. Products whose selling price is dominated by raw material costs (corrugated stock, sheet metal, bulk wire, chemical feedstock, etc.) aren’t likely to cost less in China than they do at home. Instead, focus your procurement efforts on value added products that require multiple steps to manufacture and package.
Get terms. Credit terms use to favor the vendor abroad but times are changing. It’s time to push back. Customers with long-term trading relationships should ask for a minimum of net 30 day terms. Remember that net 30 is still the equivalent of prepayment when you factor in ocean shipping times.
Deal directly with your vendors. Forget working with agents, brokers and trading companies that markup your cost and don’t offer real value.
Negotiate the price in RMB. Small and mid-size North American companies now have access to foreign exchange banks and can arrange for direct payments in RMB. Paying your vendor in yuan takes currency variation out of his court and makes you a more attractive customer.
Know your vendor! Pick up the phone, visit, make a plan to reach out and establish a direct relationship.

The Massachusetts Export Center’s Export Expo

Wendy Pease — Tue, 15 Nov 2011 14:04:38 +0000

On Monday, December 5, 2011, Rapport International, LLC will have a table at the Massachusetts Export Center’s Export Expo. Join us for the most comprehensive export event of the year that brings together export resources, training and information – all under one roof!

The Massachusetts Export Center’s Export Expo provides a forum for exporters to connect with the wide variety of export resources available in Massachusetts while learning about issues that impact their day-to-day export operations.

Exhibitors will include law firms, banks, freight forwarders, consulting firms, translation firms, customs and compliance automated solutions providers, and various government and non-profit organizations serving the export community.?Coinciding with the exhibition, the Export Center will convene workshops and panel discussions throughout the day on a wide variety of export-related topics, such as global supply chain management, export regulatory compliance, global trade risk mitigation, international marketing and business development, legal issues in international trade, and more!

Date: Monday, December 5, 2011

Time: Registration & Exhibit Area Opens at 9:00 a.m.; Program 10:00 a.m. - 4:00 p.m.

Location: State Transportation Building, 2nd Floor Conference Center, Boston

Cost: $35 (includes continental breakfast; does not include parking

The Yam Festival

Wendy Pease — Mon, 01 Aug 2011 18:48:28 +0000

The Yam Festival, a popular harvest festival in Ghana and Nigeria, is usually held in the beginning of August to mark the end of the rainy season. Yams are the most common food in many African countries, and are the first crop to be harvested. During this festival, an offering of yams is made to the gods and their ancestors as a show of thanks, after which yams are distributed among the villagers. The festival is also characterized by several days of ceremonies which honor the gods and ancestors, and include dancing and singing. The dances typically each tell a story, and dancers wear traditional masks and clothing.

World Trade Month

Wendy Pease — Mon, 02 May 2011 20:18:21 +0000

May has been recognized as World Trade Month since the 1920′s, thanks to an effort led by the Los Angeles Chamber. During this month, the U.S. Chamber will highlight members that have served as international leaders and make recommendations for policy actions that will help keep America competitive.
Why is Trade Essential? More than 50 million Americans depend on exports for their jobs, and of those 17.7 million directly depend on Free Trade Agreements (FTAs) already passed. The past FTAs created 5.4 million quality jobs for Americans. A more robust trade agenda could turn the economy around and create more jobs. Visit traderoots.com for more information.