My recent project was the translation of a flyer for a local tourist bureau. It was an abstract of the county with essential info “on a glance” for individual travelers and groups, for travel agencies and business travelers. What was so special about?
By itself or on top of other international business outreach, such a flyer is an effective step to initiate outreach activity and communication with foreign tourists, travel agencies and international (local) companies.
The multi-purpose of a beautifully designed, written and translated flyer is countless.
Here are just a view ideas on its multi-use:
- post it on your website for your foreign website visitors to get an individualized Welcome in their language
- post it to Facebook, Pinterest, LinkedIn, etc. to show your openness to other cultures
- send the flyer per email as outreach to foreign language tourist bureaus
- send the flyer within the response email to received inquiries from visitors of that language (hint: even when they inquire in your language)
- print flyer and hang it up in the local tourism office or other bureaus/convention centers/chambers of commerce for foreign by-passers
- send the flyer to international companies who meet with international clients and associations
…get creative and write further ideas in the comments below
What is the essential info that best presents your region, county, city, etc. at a glance?
There are view elements that just sums it up far and wide:
- a simplified (illustrated) map of the city/region/county/state…
- a few key info of that city, region, etc. – a paragraph fast to read and crap attention
- a bullet point list of the attractions close by and further away
- graphics of local photographer(s) with credits
- a contact person, title, address, website, phone number
- social media info
- a list of annual special events
- a table with neighboring cities and areas, the distances and the driving times
and finally: A call to action – request a kit, a brochure, etc. and a #hashtag for social networks buzz
A graphically attractive flyer with useful info is not only business-friendly, it also is cost and time efficient because you can use it year after year after year.
In your favorite graphics tool, such as In-Design, Publisher or Canva (even the comprehensive free version is sufficient), create a template that integrates all your brand elements. After the initial flyer is completed with all info and graphics, in the following year, you only need to update specific info such as events, possibly attractions and graphic artists and such.
Translators are using tools to be efficient with their translation. If you are working with the same translator or agency, you might get fee reductions due to existing translations and recycling of previous translations (more about in a next blog post where I elaborate on the human species “translators” and how to work with them).
It is one step, maybe the first, maybe the only step to reaching out to foreign tourists in their language and make them feel welcome! Imagine the ripples this one gesture can make.
With that, go create this one or two page flyer of your region or property and we can help you translate it into German language.
As always, leave us questions in the comments or join our newly formed FREE Facebook group “Int’l Business Communication Q&A” to get answers to them.
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It’s the beginning of the year and, although you are in momentum and swing of following your international business strategy, it’s a good idea to review your website, marketing, and sales statistics and see if your strategy needs adjustment. Yes, it is most likely part of your processes anyway, yet when things work well and we see some daily sales and visitors, a detailed review might get a not so close look. Following are a few questions to ask yourself:
Are the foreign visitors of my website proportional still the same or do I get visitors from a market that I haven’t considered yet?
Is my landing/sales page for my freebie, products or newsletter still performing the same or should you test some changes in content/design?
How active are the people interacting with your activities on social media, or should you create a challenge, webinar or specific info to boost activity and sign-up?
What are developments in your targeted foreign market(s)?
Are there special events you should consider attending, sponsoring, speaking at?
Being specific even in times of good progression can result in small changes that can result in big shifts. Always find 1 to 5 adjustments to your strategy to guaranty growth.
Related post on the blog:
What is the most profitable foreign market for my business?
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As my plans for spending two months of the Summer 2017 in my native Germany, my loved France, my married into Italy and my personal study Switzerland, I am starting to get nervous about my language skills.
There are no worries with German as I use it on a daily basis with my work, associates and colleagues, and my family. Although, I for sure will learn new lingo-slango in the streets and at events over there.
My fluent French after having lived there 6 years, on the other hand, didn’t have much practice lately. And I never learned Italian and would love to talk some more to my parents in law.
With that, I set up an account in Duolingo, a free language-learning platform that includes a language-learning website and app. I decided to integrate the refreshing of my French and the learning of Italian into my daily life, few minutes a day.
You plan to do business overseas? Or selling a digital product there? Why not getting started to learn some of that language. And especially if you have a profession that puts you on the forefront with communicating with European customers, guests, tourists. I wrote a post just about that.
If you like, join me on Duolingo, my username is KatrinRG. See you on the flip-side?
“Taxi drivers should learn the basics of one or two other languages in order to be able to communicate with foreign tourists.”
Earlier this year, I had shared a link on Facebook to an article about a speech at a Taxi Association division meeting. It said further “Taxi drivers are among the frontliners in the tourism industry. You should equip yourselves with basic language skills so that you can at least greet tourists and ask where they want to go in their own language.”
I couldn’t forget this article and how right it was in its saying that basics of other languages would also improve quality of their service besides helping to boost the tourism industry. It was so obvious. And I started pondering which other professions are frontliners in the tourism industry. Here is what I came up with:
City Bus Drivers
Tourism Information Center Staff
I am sure there are more…. Let us know!
Although Tourism is the fourth-largest industry in Washington, we became last year the only state in the US with no statewide tourism office and no money from the state to promote our state to travelers. The Washington Tourism Alliance was formed to coordinate state wide marketing and continue branding efforts and take over existing assets, such as Washington’s fabulous state website. We all have it now in our own hands!
Let’s all do something to help boost tourism!
“Internationalization and branding of a tourism city” was the theme of the International Tourism City Forum 2010 which was held in Sofitel Hangzhou, China. 18 countries from around the world where represented at this forum. This conference was sponsored by the International Tourism Marketing Association (ITMA).
ITMA started in Beijing in March 2007 and since then has built a professional international level marketing service. With that they help tourism businesses with marketing planning, image building, tourism promotion, festivals and celebrations, etc. ITMA created and is involved in yearly major international conferences.
“The important trend for world tourism development is internationally convergence and integration. International marketing has become an important way for tourism destination. Language becomes the first obstacles when it comes to international tourism marketing and internet becomes the best tool to depend on. How to use internet to spread image and information for tourism destination? How to use multilingual platform to inform the target tourists’ countries?” (read more… )
ITMA owns now a multilingual international website, www.itmacom.com, which offers content in Chinese, English, Korean, Japanese, Russian, German, French, Arabic and Spanish.
Excited, I went to the website and clicked on all the pages in different languages. Well, it seems to be a work in process, as I couldn’t access any foreign language info except for some English. I was very fascinated by the global multilingual vision I read on ITMA’s info website, yet really disappointed in seeing the poor integration upon reviewing the website. This is a really good example that it is important that you do what you promise to your website visitors. You don’t have to integrate your whole vision at once, you can start with an i.e. one page summary in the foreign language, or translate the most important pages and inform your visitors when clickable content leads to non native pages. You show respect this way, and don’t lose your credibility. I will revisit ITMA’s website in few months, maybe.