Translation removes barriers, localisation builds bridges.

Fact - people are four times more likely to make a purchase when they are addressed in their native language.

Localisation of written material involves far more than just translating the text into a different language; it is a complex process that requires a deeper understanding of the Russian culture. Adjusting marketing and promotional material to suit a local target audience is accomplished through a combination of linguistic skill and cultural knowledge. The resulting work maintains the core message without compromising brand integrity.

'If you want to do business globally, you have to communicate locally'

Currently, most US and UK companies are geared towards doing business with other English speaking businesses. Any organisation would have to adjust their marketing strategies in order to be successful in new foreign markets. Our expertise and technical knowledge can help you face the challenges.

The market of the former Soviet Republics is vast; it is larger than North America in terms of population, but of course most of the business people, and consumers, do not speak English. We localise printed documents, press releases, marketing material and websites in order to support companies expanding into Russian speaking markets.

Many companies are starting to realise the full benefits of a local approach. It is necessary to establish a business presence in a foreign market as early as possible in order to build up the recognition, and credibility, which is required in order to gain a competitive advantage over other companies entering the same business sphere.

Why Localise?

Even the big multinationals have run into problems when they overlook the need for localisation:

Scandinavian vacuum manufacturer Electrolux used the following in an American ad campaign: "Nothing sucks like an Electrolux".

This particular example shows a company which has clearly failed in its cultural understanding and has fallen short on quality control. Look at the phrase literally and you can see that it really is quite a good slogan; it accurately describes the unrivalled power of their cleaner. But people are not going to buy it because, 'it sucks'! This is North American slang of course.

If it 'sucks' then it is bad, but then again, something which is 'BAD' can be very good.

It may not make much sense, but it is a reality of modern life. You either know these things or you don't and this is the difference between translation and localisation. To localise, you really need to fully understand all of the colloquialisms of your intended market.

When you bring your localisation requirements to us you are in good hands. You will be assigned a personal project manager to assess your exact individual needs and assign the right personnel with the right skills to work on your material. This can also involve help in understanding the complexities of Russian business etiquette.

Anna Bowman Translations Ltd has all the requisite skills, experience, infrastructure and technologies at its disposal - not to mention qualified and vetted professional translators.

Localisation of your documents will put your company ahead of any other business that simply adapt their English text. Please contact us to discuss your project and how we can help you achieve your objectives at a price that offers excellent value.

Click here for an overview of some of the issues involved in localisation.

Click here for more specific details regarding website localisation.