If you organise or manage international events, this is for you.
To celebrate The Meetings Show 2017, I am pleased to offer the Ultimate Interpreter Brief, an absolutely free template, with no catches. It is entirely white label for you to add your company logo to and covers all the details needed by interpreters, agencies and consultant interpreters. On a single A4 Microsoft Word form, it holds the kind of information that would normally take days to finalise.
And it is yours for free.
But I can go even better than that.
I know that not all event managers and organisers are used to working with interpreters, so I have provided a completely free 10 minute tutorial on how to use the Ultimate Interpreter Brief, including some useful hints on best practice. And that is yours for free too!
If you would like any further information or to book me to provide interpreters for an upcoming event, click on this link.
Here are the links you will need.
The Ultimate Interpreter Brief template is here.
And this is the youtube tutorial:
It is a trend that is both incredibly promising and incredibly controversial. Remote interpreting, where the interpreter can be located absolutely anywhere and yet still interpret for your event via a phone call or online platform, has become big business and is set to grow even more. So why would any consultant interpreter not jump at the opportunities it offers?
Don’t get me wrong. I can see the benefits of remote interpreting. With the growth in virtual meetings and the never-ending need for interpreters in dangerous situations, remote interpreting will enable business and save lives. I really do welcome its growth. But it also represents a trend that I have strategically chosen not to follow.
In modern, high-tech remote interpreting, interpreting is sold as a service that clients can dial into any time, with no particular commitment. That is great for some clients who might only ever need an interpreter for one conversation or who might want a bit of linguistic assistance here and there. It is not so good for those of us who are pushing for interpreting to be seen as a partnership.
In my own research and practice, I have seen how powerful it can be when speakers, interpreters, audience members and event organisers work together closely. While instant, remote interpreting is good, I have seen even better, longer-lasting results from being in the room, reading the situation closely and understanding the needs, wants and motivations of all those involved – the kind of involvement that is impossible when you aren’t physically there.
While in the past, having interpreting at a meeting was a marker of prestige, we are now fast arriving at a fundamental division in the profession. On one side, there will be interpreting as a service: slotting in seamlessly where needed and available at a touch of a button without any commitment. On the other side, there will be interpreting as partnership: delivering not just accurate interpreting but interpreting that is keyed to each particular context, audience and goal. In the former, interpreting will be incidental, there because of a transient need. In the latter, interpreting will be there not just because of a need but to provide real, lasting, ongoing value.
I have decided that the core purpose of my business is to be the person clients can trust to bring together teams of experts who are as committed to the success of their events as they are. From where I sit, that simply isn’t possible with any kind of interpreting delivery platform, with their automated sorting and emphasis on speedy choice.
I sincerely wish the developers of remote interpreting every success but I won’t be joining them.
If your business could do with someone to build you an interpreting dream team that you can work with again and again, it’s time we talked. Drop me an email for a free, no obligation chat.
Next week, I will have the honour of attending The Meetings Show. This will be my third year there and, suffice to say, I am far more prepared than ever before. Here are my top 6 tips for getting the most out of any show as a supplier who isn’t yet in the position to have a stand.
- Approach the show as a networking and market intelligence feast
The first time I went to the show, I must admit, I was a bit disappointed. I gained zero guaranteed new clients, had to face my own fears continually and felt overwhelmed.
I made two main mistakes. The first was expecting cash results straightaway. That rarely happens. What does happen is that you meet lots of new people and gain contacts that you just would not have found on your own.
The second mistake was only staying on the show floor and completely skipping the seminar program. If you want to know what is really going on in an industry, pay close attention to what is being taught, by whom and why. That little bit of info will tell you a lot about growing sectors and looming challenges. If you can position yourself as someone who can help clients rise to those challenges, you will be in a very good position.
- Do something random
Last year, the hardest moment was a rather annoying discussion on Brexit where the pro-Brexiteers basically talked down their opposition. That one discussion was what I thought was going to be the best moment. It wasn’t by a long shot. Instead, the best moment happened when I was looking for a scheduled seminar and bumped into the head of an association. That one conversation wiped away the memory of the horrible discussion and helped me to see a new direction for my business.
The same can be said about visiting stands where you don’t have an agenda. Some of my most surprising wins last year came when I went up to stands on a whim, got talking and realised that I could provide some excellent content for some magazines for PAs. Two articles in those magazines later and I landed a spot in Flybe’s Flight Time in-flight magazine. One random idea, lots of real benefits.
Oh and some of the stands had great sweeties too!
- Stay for a while
It surprised me how many people seemed to walk in, saunter round and then leave quickly. You really can’t enjoy a show properly until you have explored every nook and cranny and hung around aimlessly for a bit. It’s those moments when you seem lost that can lead to the best outcomes.
- Get a show guide
Yes, they can be tricky to spot but the show floor plan and seminar guide will be your best friend. I like to mark all the stands I definitely want to visit, along with routes to the toilets and food areas. Sometimes, I will also mark down anyone I missed whom I want to contact. You would be surprised how useful those little books can be.
- Bring a backpack
While the show bags are pretty tough, you will need something special to carry all the magazines, materials and giveaways you get. Having a good, neat backpack also allows you to carry your own water and a bit of extra food, as well as reading material for the journey each way.
- Chill out
You would be surprised at how hard I had to work at my first trade show to get over my own nervousness. I took it all way too seriously, as if I was going to ruin my career if I didn’t manage to chat to that one person from Wedgewood DMC (still looking for another chat with them, actually). Nowadays, I have learned to take the show as a welcome day out of my schedule and to be as naturally me as I can be. It’s surprising how much better that works!
Whatever kind of business you run, there will come a time when you need to take your credibility and expertise and apply them to a completely new market. How can you do that and what does it take?
I had been an interpreter for about five years before I realised the power of credibility. I had based my entire marketing strategy on the premise that if I contacted enough potential clients (almost all of them agencies), I would eventually get work. And that kind of worked. Except the flow of work was slow and the process was boring.
At some point, I had the idea that I might be able to apply the work I had been doing on research and on blogging research to my own business. So, I put together a very basic wordpress site and started writing there and then shortly after, I started writing articles for magazines in my industry too.
Slowly and after a few false starts, I started to build a reputation. At the first professional conference I attended abroad, someone said they recognised me from my blog. My CV got shunted to the top of the pile by a very busy agency because one of their project managers had seen me on twitter.
The effort of creating content began to be rewarded with the benefit of being invited to speak at conferences and universities across the UK and Europe and, of course, the publication of my first book. Add to that the opportunity to do work for some new clients and I could show that I was marketing something I could actually deliver.
About eighteen months ago, I realised it was time to start the process all over again. As much as it is still fun to be recognised at conferences in my own industry, that wasn’t sufficient to help me reach the event management clients I am looking for. To do that, I was going to have to build up a reputation in their industry too!
If you are looking at doing something similar for your potential clients, there are a few stages that you will go through.
In the early days, you will have a regular fight with imposter syndrome (who am I to talk to these people?), which won’t be helped by the pile of rejections that you will get.
But that’s okay. Rejections are part of the process. Keep pitching to conferences and magazines. Keep writing content. Keep reading the magazines your clients read. Eventually, something will work. Deliver with excellence and you can go to the next stage.
If you are smart, you will leverage any success you get for all its worth. Did you get an article in a client magazine? Mention it on your website and in every single proposal. Did you get invited to do a talk? Invite potential clients to come. Did you deliver an excellent project? Use that experience to get more.
Whatever level of success you attain, it will only grow if you make the most out of it. What you learn from one experience becomes the food for the next and the audience you meet today can often help you build one tomorrow.
One last point, in all of this, it is important to be able to give some worthwhile knowledge or expertise in the process and it is vital to always deliver even better than you promise. When I chat with event managers, I don’t try to tell them how to run events, but I do try to give away some useful ideas about working more effectively with interpreters or bringing translation and interpreting together at their events. True expertise is not the knowledge that you are great but the ability to help others achieve greatness.
Keep pushing doors and adding value. It’s the best thing you can do for your business.
And, if you are an event manager looking for someone to build teams to deliver high-impact multilingual events, let’s chat.