Having employees who are proficient in multiple languages is a superpower that can boost the growth efforts of any organization. Companies with certified bi/multilingual employees have the linguistic skills to continuously and successfully reach wider audiences through targeted marketing initiatives, including running promotional contests. Promoting a brand, products, or services in multiple languages not only expands the customer base but also enhances the customer experience.
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Effective and clear communication through a multilingual approach during promotional drives is key to engaging participants from diverse backgrounds, achieving higher participation rates, minimizing risks, and ensuring compliance with rules and regulations in the jurisdiction where the contest takes place. Miscommunication can lead to dissatisfied participants, legal disputes, and damage to a brand’s reputation.
Use Your Language Skills to Communicate in a Consumer’s Own Language
A survey conducted for ACTFL revealed that most industries in the United States often require languages other than English, not just for business ventures overseas but for the U.S. domestic marketplace. Promotional contests conducted in the U.S. often attract a diverse audience, so making the engagement process more inclusive and culturally relevant is paramount. “The effort you make to communicate in a consumer’s own language may enhance the trust they have for your business and allow them to fully understand your products and services,” (Postan).
In the case of running contests, your foreign language proficiency can make a significant difference in the effectiveness of the special promotional initiative by accurately translating and delivering marketing messages, and promptly addressing participants’ questions, such as rules, contest terms and conditions, as well as prize details. Imagine a travel agency based in Miami known for its diverse clientele. They launched a promotional contest aimed at Portuguese-speaking customers. The contest promises a free vacation package to Brazil for the winner. The agency uses an automated translation service for the contest rules and materials instead of assigning the task to someone on their team who is certified for their language proficiency in Brazilian Portuguese.
Shortly after launching the promotional contest, the agency begins receiving complaints from participants. The poorly translated rules create confusion, putting the agency’s reputation at risk. However, a bilingual employee, proficient in both English and Portuguese steps in to save the agency’s reputation and prevent potential legal issues over misleading advertising. The employee reviews the rules and materials, corrects the translation errors, and clarifies all important details, such as entry deadlines and eligibility criteria. Furthermore, the employee reaches out to the participants, provides a clear explanation, and helps rebuild trust. The employee’s intervention not only saves the agency’s reputation but also demonstrates the company’s dedication to customer satisfaction and cultural sensitivity, reinforcing the importance of precise communication for legal compliance.
“Considering that 65% of global consumers prefer content in their own language, using multilingual content marketing becomes a game-changer for connecting with potential customers and boosting conversions on a global scale,” (Ghosal). You can be that bilingual employee within your organization who enhances the effectiveness of promotional contests or marketing in initiatives and turns a potentially damaging situation into an opportunity.
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You can help your current or prospective employer expand their reach to non-English-speaking customers and avoid legal issues stemming from poor communication of legal terms. Order from Language Testing International® (LTI) today and become a certified bilingual professional able to provide clear assistance in Mandarin, Korean, Spanish, or any one of the 120 languages available for proficiency assessments. LTI, the exclusive licensee of ACTFL, delivers comprehensive ACTFL language proficiency assessments in listening, writing, speaking, and reading, all remotely proctored for your convenience.
Sources
American Council on the Teaching of Foreign Languages (ACTFL) and the Lead with Languages Campaign commissioned Ipsos Public Affairs, with the support of Pearson LLC and Language Testing International. (2019). “Making Languages Our Business: Addressing Foreign Language Demand Among U.S. Employers.” https://www.actfl.org/uploads/files/general/MakingLanguagesOurBusiness_FullReport.pdf
Ghosal, Pamela. “Multilingual Content Marketing: Strategies for Global Impact.” Phrase. September 15, 2023. https://phrase.com/blog/posts/multilingual-content-marketing-strategy/
Postan, Liraz. “Marketing in Different Languages.” Blend. January 29, 2020. https://www.getblend.com/blog/marketing-different-languages/
