Have you ever looked at newspaper articles discussing trade fairs or business exhibitions? These global events are essential to drive businesses, innovate industry, and foster new relationships. But did you know that behind the scenes there are some tools that businesses use to ensure the best possible outcomes?
The answer is professional translation and interpretation services that help businesses to facilitate clear communication in trade fairs and exhibitions. Translation is a process of converting content from one language to another. Content can range from textual documents to websites. Interpretation is an oral or sign language process in which the linguist converts spoken language, either simultaneously or consecutively.
Trade fair translations and interpretations are a must-have to create effective communication for businesses presenting their products or services.
In this blog, we will discover the importance of linguistic services in trade fairs and exhibitions and how a brand captures better opportunities using them.
Difference Between Trade Fairs and Exhibitions
- Trade Fairs: These are scheduled and recurring events that promote trade, build networks between industry professionals, and facilitate business deals. The aim of these fairs is to bring together professionals from specific industries to interact with each other. Some globally famous trade fairs are the Canton Fair in China, ITB in Berlin, and Mondial de l’Automobile in Paris.
- Exhibitions: The primary objective of an exhibition is to launch or promote a product or service. The invites to exhibitions are not limited to industry professionals but are also extended to small-scale and rural businesses.
As trade fairs and exhibitions center around the interaction of professionals from diverse linguistic backgrounds, linguistic services like translation and interpretation become essential. Professional linguistic services ensure effective communication is maintained while promoting trade across distinct regions.
Use of Translation and Interpretation in Trade Shows
Trade fair translation and interpretation are essential for clear communication between different attendees. Translation, on the one hand, is a prerequisite process, often used to convert product brochures, user manuals, marketing materials, and website content.
Trade fair interpretation, on the other hand, can be divided into two:
- Consecutive Interpretation: In this scenario, the interpreter listens to the speaker’s message and communicates it during pauses. This is an ideal service for small groups or one-to-one conversations.
- Simultaneous Interpretation: This is a real-time translation method in which the interpreter translates the speakers’ words as they are being spoken. As an instantaneous process, this is ideal for keynote speeches, panel discussions, and product demonstrations at trade fairs.
Let’s understand the importance of linguistic services in trade fairs and exhibitions using the following case study.
Case Study: Mobile World Congress (2018), Barcelona, Spain
The Mobile World Congress (MWC), held annually in Barcelona, Spain, is one of the world’s largest mobile and telecommunication trade fairs. The fair witnessed more than 100,000 industry experts from all over the world.
In 2018, Huawei held a huge presentation at the Mobile World Congress to unveil its cutting-edge 5G technology. As the tech company originates from China, the majority of the team—engineers and executives—were Chinese-speaking natives. For a platform like MWC, which builds connections between people from diverse countries like Japan, Germany, France, India, and the U.S., this linguistic gap could have been a challenge.
Fortunately, Huawei already had a plan to ensure their product demonstration and presentation were effective across linguistic and cultural backgrounds. They partnered with a professional linguistic company to help them with translation and interpretation services.
- Interpretation: For keynote presentations and product demonstrations, Huawei ensured interpreters were ready to provide simultaneous interpretation to people who spoke languages other than Mandarin. Visitors were given headphones that could be set in their preferred language to ensure a complete understanding of complex terms discussed in the presentation.
- Translation: Huawei went a step forward by translating product brochures, technical specifications, and websites into major languages like Spanish, English, and German. They even used professional multilingual desktop publishing services to create engaging flyers that detailed the 5G technology, its uses, and its benefits.
At MWC 2018, Huawei demonstrated how translation and interpretation services are essential for clear communication at a global level.
Do you want to explore how DTP services create perfect multilingual content? Check out this blog: DTP Services: How to Create Accurate Multilingual Content?
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Key Skills of Trade Fair Translators and Interpreters
The following skills are a must-have for professional trade fair translators and interpreters.
- High Industry-Specific Knowledge: Trade fairs and exhibitions are a place containing professionals from industries ranging from technology to healthcare. Interpreters and translators must have a strong grip on both the language and specialized vocabulary related to the industry.
- Exceptional Communication Skills: Perhaps the most vital aspect of a trade interpreter is his/her ability to convey messages articulately. In trade fairs, clear communication is vital but so is conveying messages in an impactful manner that leaves potential customers impressed.
- Extensive Experience: Translation companies offering trade fair linguistic support must have prior experience. As trade fairs are promotional and business events, experienced translators and interpreters can be indispensable tools during intense demonstrations.
- Problem-Solving Abilities: Unlike scripted events, trade fair interpretations require constant quick thinking and innovative solutions. Interpreters must also be adept at carrying out dynamic conversations with other attendees.
Professional Trade Fair Translators
Global businesses participate in trade fairs to seek new opportunities. Clear communication is essential during this time, and working with a linguistic company can be the ideal choice for businesses. Somya Translators, a renowned translation service in India, provides top-tier trade fair linguistic services to ensure businesses build trust, facilitate smooth demonstrations, and create connections.
Choosing Somya Translators gives you the following benefits:
- Experienced and skilled linguists: Professional translators and interpreters with industry-specific knowledge.
- Cultural Sensitivity: Linguistic services that are respectful to diverse cultures.
- Comprehensive and innovative solutions: Other exemplary services like subtitling, transcreation, and localization.
So, the next time your business decides to attend a coveted trade fair or exhibition, do connect with us, and together we can ensure your experience is memorable and fruitful.