Translations that cater for the target audience
People are likely to become customers if you speak their language, as it makes them feel understood and accepted. As former German Chancellor and Nobel Peace Prize winner Willy Brandt said- “if you want to sell something, you need to speak the customer’s language.”
Zürich Tourism has recognised this. Since 2008, most Russians who come to Switzerland visit Zürich. This trend has encouraged Zürich Tourism to produce a targeted marketing campaign aimed at Russians with the help of TRANSLATION-PROBST. We translated their entire homepage into Russian, with content tailored specifically for the Russian clientele.
The effort paid off. Several media such as 20 Minuten,NZZ Online and Der Tagesanzeiger reported on the customer-focused investment. Furthermore, the number of Russian visitors is set to rise this year despite the credit crunch. They seem to feel welcome in Zürich.
If a company fails to speak to its audience, they lose them. TRANSLATION-PROBST offers a service that tailors your texts to your target audience. Read more about how TRANSLATION-PROBST tailors its texts for the target audience in the article «Die Sprache der Kunden sprechen» (“The Language of the Customer”) from the magazine “Inside”, edited by FH Schweiz.
The following links contain tips from our partner Worldsites about adapting your message to different customers.