Everyone knows that Christmas is coming. We have already prepared our best galas, on television we see the typical Christmas Lottery advertisement repeatedly and our eyes light up as we stroll through the streets full of lights and decorations. The vast majority of companies are also prepared for Christmas. While the countdown is running, the sales departments are rushing to prepare for the sending of Christmas cards, Christmas baskets, the last newsletter of the year… And much more. But what about catalogues, both physical and online? Is such a key piece in any company that is also created and recreated throughout the year, of particular importance at Christmas? The answer is yes, and in the following article you will discover not only why catalogues should be especially pampered in this era, but also the importance of translating them into Chinese or other languges.
Christmas is synonymous with business opportunity
One of the most popular catalogues received and browsed on these dates is that of toys. In fact, according to the Spanish Association of Toy Manufacturers (AEFJ), this sector, whose business is concentrated at 65% in the Christmas campaign, will play approximately 700 million euros next month. However, not only are toys some of the best selling products at this time of year, but we can also talk about mobile phones, clothing, furniture, travel, and so on. What is the explanation for the commercial boom in products right now?
First of all, we are facing a time when emotions play a major role. What excites, sells: this is something more than proven. Companies dye their spots and posters with softer tones, incorporate more sensitive typographies and the messages become emotional. The companies are aware of this emotion and, of course, are trying to “touch the fibre” with their Christmas campaigns. Secondly, we must not forget the financial tricks. During these dates, companies also deploy their commercial strategies to enter the financial field with infallible weapons. Price increases and decreases, occasional discounts, online offers and a host of promotions in the form of Black Friday, Cyber Monday or other campaigns that encourage you to buy and take advantage of the occasion.
Nor should social pressure be forgotten. It may be hard to admit, but no one wants to be in that awkward situation where they give you a gift and you go empty-handed. Also, if there is the possibility of having an extra paycheck, it seems that everything becomes more favorable when it comes to consumption. According to the Spanish Confederation of Commerce, an average expenditure of 700 euros per person is expected at Christmas, a very optimistic figure and, to be honest, even more attractive for businesspeople.
Why pay special attention to the catalogue?
With this publication, we don’t want to tell you to focus your commercial strategy solely and exclusively on the product catalogue. In fact, the more market-based initiatives you launch, the better your results will be. Even so, as has already been said, this article gives prominence to the catalogue: a tool that is well known to everyone. Having a good catalogue is essential in any company, as it is an easy way to reach the widest possible audience. Its possibilities of diffusion are extensive: they can be sent by post, by email, through online downloads, at street level with the help of a commercial, etc.
Christmas is precisely the time when most catalogues are read, if only to take a quick look at them and “see what’s there”. In addition, according to Nielsen’s consultant, Ignacio Biedma, in the coming weeks will concentrate around 20% of the year’s sales in mass consumption, an excellent opportunity to keep your catalogues up to date.
Therefore, it is clear that it is not simply a question of stapled brochures showing what is sold in the company, but of a communication action with which to transmit the philosophy of the organization, its personality, corporate identity, technical information on products, prices, purchase or contracting options and contact details, among other things. We are therefore talking about a very comprehensive initiative which, in addition to the commercial opportunities described in the previous point, creates a Molotov cocktail that can get any company to close its annual sales with a very positive balance. But not all the fish sold is there: is it enough to have a good catalogue and know how to spread it correctly? Here’s what we’ll find out.
The importance of creating a multilingual catalogue with a translation company
Internet commerce is globalizing. With Google Shopping, Amazon and Alibaba and other major online trading platforms, consumers can shop anywhere in the world, and this practice is becoming increasingly widespread. Imagine you’re thinking of buying a mobile phone from a Chinese company this Christmas and ordering an online catalogue that comes home in Chinese. Wouldn’t you understand anything? Unless you knew Chinese, of course. The same thing happens to them and to many other cultures with the letters of the Latin alphabet, which is the one we use. You probably wouldn’t have bought that phone, because you wouldn’t have been able to find out if it’s 4G, 5G, if it has a front camera, or something as important as its price. The logical thing to do is to look for other companies where you do understand the information about their products, and the company in the Chinese catalog would have lost a business opportunity.
The same can happen if a company is located in an international city, such as London, Barcelona or Paris. Offering a catalogue in a single language will result in a large percentage of potential buyers not knowing the products. At this point, the issue must be resolved with a little logic: if catalogues are important in themselves and, moreover, if it is possible to disseminate them at Christmas in the height of consumerism, should they not be multilingual? If this were to be achieved, the possibilities of purchase or contracting would be doubled.
Knock on the door of translation companies
It’s as easy as contacting a translation agency: companies that have the experience and resources to create a multilingual catalogue. Thanks to computer-assisted translation programs, it is now possible to process texts that have been delivered in any format. Therefore, the process is streamlined and you can have your catalog translated and ready to be distributed without having to re-define it in each language. Whether it is made in Indesign, QuarkXpress, Freehand or other editing software, the original text is replaced, as far as possible, respecting the structure and distribution of the same (provided that it is not necessary to alter the format by the nature of the characters of the language).
This type of resource guarantees the translation agency and its clients that translations are obtained with outstanding speed and quality. In addition, it is much more feasible to repeat the same procedure for the following year even if there are changes in the product information. This is made possible by translation memories, which are databases that store translated documents and retrieve similar content in future translations. In these cases, it is evident that time and money are saved in the following contracts.
We hope this article has helped you understand the importance of cutting-edge consumer dates, product sales strategies and collaboration with a translation company. If you have any questions, contact us at firstname.lastname@example.org.