multilingual marketing for exporters - latin america
DESCRIPTION
GALA joint presentation to a select group of exporters at the Washington State Department of Commerce on the challenges and opportunities in the Latin American region with a focus on Brazil.TRANSCRIPT
Multilingual MarketingCommunicating Locally to Succeed Globally
Presented by
The Globalization and Localization AssociationIn conjunction with the
Washington State Department of Commerce and enterpriseSeattle
Today’s Topic…
Regional Localization and Cultural Issues: Latin America
Fabiano Cid
What you MIGHT know about Latin America
What you SHOULD know about Latin America
What you SHOULD know about Latin America
• 15% of the world’s oil reserves
• ¼ of the arable land (much of it unused)
• 30% of the world’s fresh water
• By 2025, income at $22K a year per person
• Fastest growing regional trade partner, with 82% growth between 1998 and 2009
• The “Latin American decade”
A Uniform Region
Democracy reigns
Economy is booming
Increased purchasing power
2 Languages only
Cultural similarities with US
× Political instability remains
× Highly dependent on commodities
× Inequality is still high
× French, Dutch, English, Creole and indigenous languages
× Very proud of their heritage
Democracy reigns
Economy is booming
Increased purchasing power
2 Languages only
Cultural similarities with US
But let’s not generalize…
To whom do you want to sell?
• B2B– More “internationalized”– The MultiLatinas
• B2G– Defense, infrastructure, IT, pharma, clean energy
• B2C– Upper Classes– Middle Classes– Lower Classes
To whom do you want to sell?
• B2B– More “internationalized”– The MultiLatinas
• B2G– Defense, infrastructure, IT, pharma, clean energy
• B2C– Upper Classes– Middle Classes– Lower Classes
Spanish Variants
Spanish Variant
Sub-variant Countries /Regions Spoken
Main Features
Latin American Spanish
1. Caribbean CubaDominican RepublicPuerto Rico
Courtesy treatment is “usted” yet “tú” is widely spread for familiar use.Pronunciation: slower and more relaxed.
2. Central American
Bolivia, ColombiaCosta Rica, EcuadorNicaragua, PanamaPeru, Venezuela
Courtesy treatment: “usted.”Borrowings from quechua.
3. Mexican El SalvadorGuatemalaHondurasMexico
Courtesy treatment: “usted” + verbal form for “vosotros” or “tú”.Also “vos” in some parts.Borrowings from US English, náhuatl, maya-quiché.
4. Southern Cone
ArgentinaChileParaguayUruguay
Courtesy treatment: “vos” + verbal form for “tú.”Borrowings from guaraní.
Spanish Variants (cont.)Spanish Variant
Sub-variant
Countries /Regions Spoken
Main Features
Mid-Atlantic Spanish
(Castilian)
Spain Courtesy treatment is “usted.”Familiar treatment is “tú”, except in some cases such as in the Canary Islands.Borrowings from European languages
US Spanish United States
This variant includes the highest percentage of borrowings from US English with regard to the remaining variants.Depending on the origin of the group of speakers, the main features mentioned above for other variants will be reflected on the speech of Spanish speakers from the US.
Other Philippines, Guinea Equatorial
International /Universalor Neutral Spanish
Acceptable (i.e. not identifiable as written for another regional market) throughout the Spanish-speaking world.*Solves the vocabulary conflict with a careful selection of terms, without inventing or imposing nonexistent terms, or terms that are phonetically or grammatically not viable.Communicates precisely without being offensive and without sounding foreign.
Examples
English LA: Caribbean
LA: CentralAmerican
LA: Mexican
LA: SouthernCone
Mid-Atlantic
US Spanish
International
access accesar (la cuenta)
acceder acceder acceder acceder ganar acceso
tener acceso
answering machine
contestadora
contestadora
contestadora
contestadora automática
contestador automático
contestadora
central demensajes
car carro carro carro auto coche carro automóvil
drive (to) manejar manejar manejar manejar conducir manejar N/A
enter ingresar ingresar ingresar ingresar introducir ingresar introducir
lunch almuerzo almuerzo almuerzo almuerzo comida almuerzo almuerzo
PC computadora
computadora
computadora
computadoracomputador*
*Chile
ordenador computadora
equiposistemaPC
potato papa papa papa papa patata papa N/A
training capacitaciónadiestramiento
capacitación
capacitación
formación capacitación
aprendizaje entrenamiento
The Brazilian Middle Class
• Income grew from $7.2K to 31.2K in 5 years
• In 2008:– 49% of the population (90 mil people)– 46% of all income
• By 2015:– 56% of all population with– 54% of the purchasing power
The Brazilian Middle Class
Packaging Examples
Brand in Portuguese
Language mixture
International brand
Distinct languages
Local brand
Single language
Brazil, Land of Opportunities
• 1/3 of the population; 40% of Latin America’s GDP
• World Cup and Olympics
• Investments in infrastructure
• Growing purchasing power
• Ageing population
• Technology is key
• Improved education
Brazil, Land of Opportunities
Takeaways
• We don’t speak Portuguese– But rather Brazilian Portuguese
• We’re not Latinos– We identify more with our neighbors up North
• We’re not a single country– The real melting pot
• We’re not that friendly and flexible– “Localize” your product or service
For more information
www.thinklatinamerica.com
www.ccaps.net/newsletter/11-07/newsletteren.htm
Thank you!
Fabiano Cid
Managing Director
Ccaps Translation and Localization
+55 (21) 2507-5989
Rua da Assembleia, 10/1906
Rio de Janeiro – RJ
Brazil