Doing business in another language

Marketing to foreign-language customers

Marketing to foreign-language customers needs careful planning. When you have identified a demand, you will need to work out how you are going to market your products or services abroad. This planning process is called 'localisation'. You will need to consider:

  • translating brochures, instruction manuals, advertising materials, product packaging and online communications
  • local technical standards, which may differ from those in force in the UK
  • local laws which may restrict the sale of your goods or services, or determine the type of packaging you can use
  • the translation of legal materials, including contracts with agents, wholesalers, and the terms and conditions of sale
  • cultural differences, which can cause unexpected complications for businesses unfamiliar with local customs and conditions

Read more about trading in the European Union.