How To Design Trade Show Displays For Multilingual Regions
Portable trade show displays are often set up internationally in countries where multiple languages are spoken. If you're taking your trade show displays on the road across borders, these tips will help you overcome language barriers that may exist.
Photos Speak Louder Than Words
Most portable trade show displays already rely on photos to connect with their audience. This is a great way to communicate with people in general, and it becomes one of the only ways to communicate when facing a group that doesn't speak your own language fluently. Photos speak without words. They transcend the language barrier, enabling people to get at least a basic understanding of your product without a single word being exchanged.
If you are facing a crowd that is guaranteed to speak almost none of your language and you have little hope of verbal communication, try ordering some photograph-based banner stands to complement your current setup. These banner stands are inexpensive and will provide a big benefit.
Does Anyone On Your Team Speak The Language?
If possible, bring along someone who knows a bit about the languages you're likely to encounter. It is not hard to plan ahead; you should know what the people in the region speak ahead of time. Regardless, you should be prepared by reading up on the region and if possible studying some phrases yourself. Once you know what language you're expecting to encounter, see whether anyone on your portable trade show displays design and marketing team has any knowledge of it. You'll often be surprised to learn how many people are multilingual.
Radiate Positivity At Trade Show Displays
After a certain point, there isn't much you can do to improve your communication beyond learning the language. Don't hire native speakers with no knowledge of your company to work at your portable trade show displays if you can avoid it. However, you can employ at least one translator in case people have questions that need to be answered by someone knowledgeable from the company. A translator facilitates this with the best degree of ease and expedience.
Encourage all communication between a non-native speaker and your staff. Go out of your way to understand, including learning some key words from the regional dialect. Above all, always be friendly to everyone that walks into your booth. If you frequently bring your portable trade show displays to this region, consider investing in some banner stands created with a translator's help that can be placed throughout your unit to speak more clearly to your guests. When you keep a positive attitude and focus on communicating through pictures, you can have a successful showing even when the attendees don't speak your language.
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ABOUT THE AUTHOR
Chris Harmen writes about Canada portable trade show displays for Skyline, a leading designer of trade show displays in Canada and throughout North America.