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International trade shows: translation & language services

Getting ready for your international exhibition involves many different aspects, all of which take time and preparation.

Having attended several UKTI courses and workshops, the feedback from other delegates who have had experience in arranging translation raised a few worries they had and this blog is designed around real life situations, so it can help you plan and get the right outcome, whichever agency you use.

Starting point

Translation although not massively expensive is still never the less an expenditure item for most.

You can limit the budget by making these easy decisions:

Which nationalities (and therefore languages) are likely to be attending? Do I need to cover all of these or just a few or is there a target audience I am particularly interested in courting?


Use the KISS principal when writing ... Keep It Simple Stupid.

English doesn't always translate very well into other languages.

We (English) tend to use expressions which don't mean anything to the rest of the world, so avoid using them, especially in marketing copy.

Is 'what you do' and the 'benefits' to the customer clear and concise?

Will anyone be able to 'get it' or 'get your message' after a quick read or browse? Try asking someone not connected to your business and see what the answer is.


By restricting the amount of words you use will save you money!

So the above if for no other reason, should now be justified.

This I thought was quite interesting ... the visitor will be amassing brochures and stand material all day and then will cart them back to the hotel room before returning to work. So does yours stand out?

Although the temptation maybe to produce a lengthy brochure (think of the print costs) will your visitor want to carry around heavy items? Probably not but also when they empty their bag, it will most likely be the light, easy reading, stand out items which will grab their attention first. So make sure these all signpost them to your web site and make sure they have full contact details on them.

To save on costs ... you could always consider producing a multilingual brochure but encode it in a QR Code so the visitor can download onto their Smartphone.

Interpretation services

You may want to consider having an interpreter on the stand with you. There is a blog article already posted on this subject but for now, if you expect them to turn up on the day and perform, you might be disappointed. You will need to invest some time briefing them on your company, what your objectives are and how you would like them to be (after all to the outside world, they are a representative of your company).


If you are printing ... a colour lazer copy will look naff.

Budgets allowing go for good quality print. By taking up some of the above suggestions could mean the money saved there, could be used on print, so your budget stretches.

Why not get yourself on a workshop? Visit www.ukti.gov.uk for more information.

Written by Darren Elliott