Now that you’ve decided to expand into a foreign market, creating properly localized and unique print marketing materials can really help you market your business successfully there. Whether the materials you create are print, digital or both, you know how important it is to gear it toward your target demographic and customer base. Here are a few tips to for creating the best possible print materials for a successful marketing campaign.
Get to know your foreign-language consumers. Ask yourself, “What’s important to my customers and how can it be incorporated into our print materials?” Customs and preferences in your target foreign market may be different than what your U.S.-based customers experience, so be sure to take that into account. Also, a professional translation of your marketing content in the language your target audience primarily speaks is essential, even if English is prevalent in that country or region. There is plenty of research to support that consumers feel most comfortable consuming information in their primary language, so the translation piece of this marketing puzzle is critical.
· Select the right visuals for your foreign-market materials. What works in print marketing materials for your U.S.-based customers will not necessarily work for a foreign audience. Although it may be easier to just use the same images that you already chose for your U.S.-based customers, it’s important to choose visuals that fit seamlessly into your target market’s culture. Select images that represent them so that they connect and engage with your brand through your marketing! Remember, however, to be careful not to display images that portray cultural or gender stereotypes, as these might not be well-received.
Organization is key – optimize your selling points! As with any brochure, there should be a clear and clean flow of text and images that tell your business’ story. Make them as enticing as possible so that potential customers will feel engaged with your content. Use catchy headlines that are relevant to your target market and will “speak” to them. Remember, these headlines may be different than the ones you used for your U.S. consumers! Once you have their attention, show them how your business will benefit their work or lifestyle.
Choose relevant content for your foreign-language market. Share information that is both useful and concise. If readers see a lot of text immediately, they may not be inclined to read it all. White space is vital to maintain in your marketing visuals. Keep in mind that some text will be longer once translated, and some shorter, depending on the language. Spanish translations, for example, are often about 30% longer than their original English content, so be sure to consider this when deciding what to include and how your customers’ eyes will “travel” across the page.
Make it simple for them to respond to you! If potential customers are interested in your content, it’s important to be easy to contact or find, as most people won’t go out of their way to do so. They need to know what action to take next and how to reach you, whether it be to purchase your product or service, or to get more information. List your business name, phone number, website, and social media channels on the marketing materials for an easy connection. If you have someone who can help customers in their own language, make sure this is clear so they feel comfortable reaching out. If you don’t, not to worry. A telephonic interpreting service could be the answer.
Remember, every piece of literature you send out represents your business and leaves an impression on potential customers, so your goal is to make this impression a positive one from the start! If you are unsure how to effectively localize your brochures and other promotional materials, be sure to choose a professional company to help you with the process. This will help avoid potential blunders with content in unfamiliar foreign markets.
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