Page 121 - 100 Great Marketing Ideas (100 Great Ideas)
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Running the website in English as well as Spanish has not been
without its problems—some of the translations have not worked
well, and some banking terms and concepts do not transfer easily
between countries. What Caja Granada has recognized, though, is
that being on the internet at all means that the company is global—
so they might as well take advantage of the fact.
In practice
• Check your website for terms or concepts that might be offensive
to people in other cultures (this is not easy).
• Consider whether slogans will mean the same to foreigners,
even when they are English speaking—most of us are familiar
with differences between American English and British English,
for example.
• Consider having your website translated for your main
potential customers—but always use a native speaker to do
the translating.
• Consider the use of your product in other countries. For example,
bicycles are mainly sport items in Britain, but are basic transport
in Africa.
112 • 100 GREAT MARKETING IDEAS
