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Localisation for the Russian marketBringing people closer 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. Please contact us to discuss your project and how we can help you achieve your aims. |
