Localisation
of material is much more than just a translation into a different
language; it is a complex process that requires companies
to adapt to the local culture when targeting the Russian audience.
Many companies are starting to realise the full benefits
of marketing themselves at a local level. In order to become
truly successful, a local approach is required to gain acceptability
in a foreign market. What works in one country, may not work
in Russia.
So what is localisation?
Scandinavian vacuum manufacturer Electrolux used the following
in an American ad campaign: "Nothing sucks like an Electrolux".
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 all gets rather confusing. It
may not make much sense, but it is a reality of modern life
and this is the difference between translation and localisation.
To localise, you really need to fully understand the culture
of your intended market.
We can work with you to adapt your marketing approach to
better suit the Russian culture. This can also involve help
in understanding the complexities of Russian business etiquette.
Localisation of your documents will put your company ahead
of any other business that simply translate their English
text.
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