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Do Monolingual Tech Conferences Make Sense?

By: Jonathan Downie    Date: April 9, 2018

Almost every consultant interpreter will have been told at some point that conferences in tech or medicine tend to be English-only. “Everyone speaks English and interpreting is expensive so we just have the entire conference in English” say some organisers. While it seems to make financial sense, is it a good long-term decision?

Let’s start with a story.

I was interpreting at a negotiation. A French company were trying to get investment in their newest sure-fire, profit-making product. At least one of the two senior managers could have managed in English and the investor had decent enough French, so why did they hire me?

The problem wasn’t so much in terminology, although there were terminological differences, but in culture. The investor came from a culture where the point of a meeting was to quickly dive into the financial detail, especially the profit margins and earnings forecasts. He expected that everyone would want to get straight down to the figures and returns.

The French company were into building relationship, talking history, vision, and extolling the virtues of their community engagement. They needed an interpreter not just because of linguistic differences but to help them navigate the cultural difference.

English-only events exist because there is an assumption that people all know the same terms and so they can communicate perfectly. If the majority of the terms are the same in every language, there is no room for miscommunication, right?

Wrong! Just ask the Italian construction industry experts who fouled up a presentation of their company’s best ever project in front of hundreds of other industry bods because they presented in (broken) English, instead of Italian. Ask the British manufacturing company who almost lost a deal because they defined a word differently to a visiting buyer.

Terminology is just one part of language and often, it is the least relevant part. While it is possible to take the idea too far, it is well-known that different languages have different views of the world. A US company might look at a widget and see three parts to it, a company in Germany might see six. In some cultures, it is absolutely vital to show due respect to your hosts with a flowing, artful thank you at the top of your presentation; in others, that marks you out as a time-waster.

English-only events create an illusion of understanding and implicitly exclude ideas and thinking that don’t fit easily into English-language norms. For that reason English-only tech events block more innovations than they promote. How can machine translation experts learn to create more flexible and useful systems if they work, present and test in largely monolingual environments? Why else would so many companies chase after the low-value market for “instant interpreting on the go“, if not because their founders rarely speak anything but English?

The business case for English-only events is becoming weaker as time goes on. We know that people buy more, are more easily persuaded and learn more if they read and hear in their native language. Could it be that they think better and innovate more in that language too? And if that is the case, could it be that interpreting, rather than being a big expense could be the smartest investment that a company can make?

 

If you are looking at making that investment, this free course is designed to help you get the most out of it. Want advice right away? Drop me an email.

Should suppliers pay to speak at tradeshows?

By: Jonathan Downie    Date: February 26, 2018

In the past year I have been invited to speak at two different, but equally prestigious tradeshows. Both attract an audience of my ideal clients and both are free to attend. But my invite to speak came with a catch, the organisers would love to have me speak … if I were only to purchase a stand at the event.

Now, let’s put this in context. As one lovely salesperson at one of those events made clear to me, the “buy a stand to speak” rule mostly applies to suppliers, especially “niche” ones. If you are a buyer or have already made your name, the floor is yours. If your business is in making buyers’ lives more comfortable and more successful, come with cash in hand, please.

Honestly, it is understandable. The truth is that suppliers go to tradeshows with selling in mind and the Return on Investment at any of these shows should easily outstrip the initial investment. Notice the “should“.

There are never any guarantees. Personally, I have seen some sessions at tradeshows where the speaker has obviously done everything they could to attract an audience (and probably paid a big chunk of their annual marketing budget for a stand) only to end up speaking to about three people, one of whom thought this was another session and only stayed because they were British.

And of course, if you are a smaller supplier, the likelihood is that your time in the limelight (if speaking to three people and a few moths can be seen as the limelight) means that noone is there on your stand. What you gain on the possibility of landing new business through speaking, you are losing in opportunity cost.

While I understand the underlying mathematics and logic of linking buying a stand with speaking, the speaker and buyer in me is growing sceptical. As a speaker, I know for sure that a need to sell will kill any talk and, if you have paid significant sums to speak, it will be tough to erase the need to sell from your presentation. Few speakers manage it and so encouraging a “buy a stand to do a talk” model is probably not in the interests of any tradeshow audience, who are there to learn, not to get the hard sell.

As a buyer (and yes I have looked to buy from companies I have met a tradeshows), I really want to see education and selling treated separately. Yes, buyer education is part of the sales process but I personally walk away from any presentation where the two get confused.

If you learn something from someone, you may wish to buy from them. But there is a difference between going to a talk to learn and meeting them with the intent to buy.

I am sure that there are lots of success stories of business people laying out the cash to speak at tradeshows and seeing success. But I have yet to read one on the website of any show. I am sure that there are cases of the pay-to-speak system opening paths for speakers who wouldn’t normally have even gotten near the stage at a big show. But again, I have yet to read one. And I wonder how many excellent speakers it is actively putting off.

Instead, I have read several speakers write rather bluntly and disparagingly about the practice. I have come across stories of people deciding not to attend a show at all when they found out that paying for a stand was a route to getting a speaking slot. I know of one show which saw less footfall last year and can’t help wonder if their “buy a stand to speak” policy had something to do with it.

As a trained researcher, I have to go with the data and at the moment, I haven’t seen any data that shows me that “buy a stand to speak” is in the interests of speakers, their audience or the bottom-line. I would love to see such data. But for now, if I am invited to speak, I will reflexively check if I have to buy a stand. And if I have to buy a stand, I will simply walk away, knowing that there are other, less financially onerous ways to get excellent content to potential clients, especially with excellent organisations, such as Hashtag Events, showing that the practice is anything but universal.

What Makes an Event International?

By: Jonathan Downie    Date: October 26, 2017

International events are all the rage again. It seems that, if you want to attract savvy visitors, just being “national” won’t cut it. No matter how niche your event and how backwater your venue, if you slap “international” in the name, you will get immediate kudos and an uptick in visitors.

 

But what actually is an international event?

 

At its most basic, we could argue that as soon as someone from another country attends your event, it has instantly become international. But that is obviously silly. With air travel still relatively cheap and most European borders still open, having an “international guest” could simply mean that Joe Bloggs popped over on the ferry from Calais to come to your show because he had nothing better to do. Hardly something worth boasting about.

 

Well, maybe international means that a company or organisation from another country has come to visit. That’s better but still misses the point.

 

Having a sponsor from Belgium or a group coming from Japan isn’t really the same as the event itself being international. If your content, presentation and décor looks exactly like it did in the days when you were the “West Kilbride Fair for [whatever]” then the presence of a handful of international guests hasn’t really made a difference. In fact, they are pretty likely to go home wishing they never bought their air tickets in the first place!

 

What makes international events distinctive?

 

A truly international event is distinctive not so much in terms of the presence of some people from outside your country but in terms of the outlook of the event itself. It’s one thing to manage to persuade ten people from Spain to pop across for two days; it’s quite another to have a show that has a lasting impact on your visitors, no matter where they came from.

 

To do that takes much more than hanging the odd welcome sign in a different language or giving a passing acknowledgement that someone came to your event from outside the M25. International events that really work do two things right.

 

International Events Celebrate Cultural Diversity

 

Why does the Frankfurt Book Fair draw crowds year after year? Why do small, targeted European association events often produce better results than hulking faceless shows?

 

In both cases, cultural diversity is not just acknowledged; it is celebrated.  In our data-rich societies, answers to information questions are always at our fingertips. The strength of in-person events is in experience, not just information! And for people from a variety of cultures to have a great experiences, their unique contribution must be honoured and celebrated.

 

The very best international events encourage speakers and delegates to express their own cultural perspective and engage with those of others. Rather than slamming down a requirement to dress the same, speak English and sound like you just popped over on the tube, international events that make a difference create a space for people to experience different cultures and learn from them, which leads to the next key.

 

International Events Promote Linguistic Diversity

 

Don’t tell me you didn’t see this coming. Yes, it is pretty obvious. There really is no point in claiming the title of an “international event” if the only language you want to see or hear is English. In doing that, you hand over the privilege, power and control to native English-speakers and those who can pass for them.

 

Yes, English is an international language but even the most skilled second-language English-speaker will express themselves best in their native language. And, since we now know that nearly 60% of them will rarely or never buy in anything but their native language (source: Common Sense Advisory), making content and talks available in several languages will create a sales and results boost too.

 

If you are still wondering whether it is really worth the effort to promote linguistic diversity at your next event, just ask yourself which is experience would be better for you: being at an event where everything is happening in a language you learned in High School or being at the same event but hearing and seeing your language there.

 

It’s obvious isn’t it.

 

The Takeaway

 

The point of all this is simple. Yes, “international events” are in vogue but getting them right takes more than the name itself. A great international event that has an impact needs the services of translators and conference interpreters. If you would like to know how to put together the right package for your next truly international event, drop me an email.

What Nelson Mandela can Teach Business Owners

By: Jonathan Downie    Date: September 27, 2017

“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” 
― Nelson Mandela

One of the most inspiring figures in history, Nelson Mandela’s legacy is simply incredible. Everyone knows about his  work in fighting apartheid and leading South Africa. Yet, as inspiring as he is, one of his pithiest quotes is often forgotten.

In a world driven by information and communication, it is striking how many companies still have the attitude that everyone speaks English, so professional translation and interpreting are pointless. The bare facts show them to be wrong.

The All Party Parliamentary Group for languages has shown that, in the United Kingdom alone, companies miss out on £48 billion worth of contracts each year due to a lack of language skills. Research from Common Sense Advisory has found that 75% of consumers prefer to buy in their native language and nearly 60% of consumers will never or only rarely buy from English-only websites.

And, no, machine translation is not enough to bridge the gap. We only need to peruse the numerous examples of poor machine translation found around the web (supreme court beef, anyone?) to see why professionals are still needed. When it comes to interpreting, the results are even more striking, as can be seen from this video of a so-called “translation earpiece” in action.

Human professionals will always deliver a better job. Only last year, I helped a company land a seven figure contract by smoothing out a cultural misunderstanding during an interpreting assignment. Machines won’t do that. At best, they just tell you what the person said.

Interpreting makes a difference. You will always be more convincing when working with a professional than you will be without them. If you are looking for your business to reach international markets and persuade buyers who don’t speak your language, it’s time we talked. Drop me an email to see the difference professional interpreter can make to you.

Interpreters Climb Inside Your Head for a Living

By: Jonathan Downie    Date: August 30, 2017

Yesterday, I talked about why preparing for an interpreting assignment involves a whole lot more than just looking up terminology. Today, I want to take that a bit further. As I am realising with this job especially, interpreters have to do more than understand what you are saying, we need to get inside your head.

 

There is one particular speaker at this event. When I read his speech, I can understand him on one level. When I watch him on YouTube, I understand him better but I will learn the most about him by doing deeper research on his writing, his affiliations and the things he has done in his work. Nine times out of ten, the trickiest terminological and phraseological issues are resolved by context, not by dictionaries. If I want to understand what someone is saying, I need to understand what they are trying to do with what they are saying.

 

For a trained interpreter, that is well-trodden ground. Most of us will have heard of or have been trained in speech act theory – the idea that people do things with the words they say. But when you are interpreting, you need to go even further than that. To interpret someone well, you need to really get a hold of why they are saying what they are saying and who they are saying it too. Even more, you need to be able to figure out the best way to project that to a brand new audience – one they might never meet or talk to personally.

 

To allow yourself to be interpreted is to trust someone to produce a version of what you said in another language that means the same thing somehow. They become your voice and your door to an entirely new culture. As long as you are being interpreted, you live in two (or more!) languages and cultures at once.

 

At this conference, it is clear that speakers will be trying to convince and argue, persuade and prompt, debate and describe. For our interpreting to even come close to working, we will need to figure out ways to allow them to do that an entirely different language, with entirely different ways of convincing, arguing, persuading, prompting, debating and describing. And all that while having no control over the pace or technicality or even clarity of the words we hear. It’s hard work but it is always worth it.

Do event platforms work?

By: Jonathan Downie    Date: August 16, 2017

It seems that at least once a quarter, some new event sourcing platform will pop up. This blog has already discussed the possibilites and drawbacks of venue sourcing sites but, with more and more companies trying to be the next big directory of everything event managers need, perhaps it’s time to think about how things work from the other side. Are event platforms any good for suppliers? Do they actually get you work?

The answer to that question will, of course, depend on the platform and the supplier. However, there are good reasons to doubt that event platforms will create the market disruption they often claim.

To see why, let’s take a lesson from translation and interpreting. There, despite a parallel market trend to the events industry, with platforms springing up like weeds along a driveway, there are still one or two major players who dominate the scene. The biggest and best established, is ProZ.com, which has taken its size and age and turned them into advantages by launching revenue producing conferences, courses and virtual events.

Yet even a cursory glance of the discussion of the platform among industry insiders will reveal a very mixed picture. While it is entirely possible for someone to pick up clients there – and indeed many still do – much of the best work seems to come via individual direct contact.

In other words, the very best that a platform like that can do for a supplier is to function as a website. The problem with that is that it is a website that the supplier has little control over and which does not give them the kind of fine-grained data that most good website owners would use to improve their sales and marketing.

In addition, it is no secret that the jobs that come through platforms tend not to be at the very top of the price tree. Largely, the high value projects are still allocated based on personal contact and prior relationship. People still buy people first and it is highly unlikely that someone will assign a large, high-cost project to someone on the basis of their profile on a platform alone.

There are good reasons to expect that a similar effect will be found on event industry platforms. Sure, there will be some work that gets passed via platforms but the biggest projects will likely be won, not because of a shiny profile on a platform but because of trusting relationships, built up meeting after meeting.

So yes, event platforms work. But they are not disruptors. In-person contact and relationship building will still rule the day for a long time to come.

Interpreting is Expensive … But the Alternatives Cost More

By: Jonathan Downie    Date: August 8, 2017

It’s always a surprise when event managers receive the response to their Request for a Quote for interpreting at an event. Even the simplest simultaneous interpreting setup seems to cost thousands of pounds. Is it really worth it?

 

There is no getting away from the fact that interpreting is expensive. And while the traditional justification has been to write long posts on how hard interpreting is (and it is hard) or to talk about the training interpreters have to take to be able to deliver at a high level (lots), that doesn’t mean a lot to you. No matter how good interpreting is, if it has no value for your company, it won’t be worth it.

 

One common response to the cost of interpreting is simply to decide to do everything in English. In some cases, that might seem like a very good short-term decision, especially as English is a global language. But what works in the short-term is often ruinous in the longer-term. Statistics from the House of Lords showed that companies in the UK lose out on £50 billion worth of contracts each year due to a lack of language skills.

 

English-only meetings and events might be cheap to set up but by displaying a lack of cultural awareness and language abilities, you will be putting customers off rather than winning them over. Conversely, when potential customers see that you care enough to have professional communications in their first language, they are more likely to see you as trustworthy and be more comfortable parting with their cash.

 

Choosing to do business in only one language leads to inevitable communication struggles. Every conference interpreter can tell stories of speakers who really should have used the interpreters that were available. For me, one of the most striking stories happened at a specialist construction event. Two Italian businesses had the opportunity to showcase their work. The first team presented in broken English, even though there were Italian to English interpreters available. The team from the second company noticed the train wreck that ensued and decided to speak in their best, most powerful Italian, which was then interpreted into English and then into French, Dutch and Spanish.

 

The difference was most noticeable after the break, just by looking at the number of visitors to the booths rented by each of the two companies. The first team, who used broken English, found themselves alone and bored while their competitors, who realised the power of interpreting, found themselves swamped with interest.

 

If there is a single best advertisement for the ROI of interpreting, it came last year, when I was interpreting for a British technical manufacturer, hoping to woo a French buyer into placing a large order. The entire meeting and the entire contract turned on a misunderstanding of a single word. The only person who realised what was going on and was able explain the problem to speakers of both languages? The interpreter.

 

One interpreter, one troublesome word, one large contract gained by the end of the two days. That was definitely money well spent. Interpreters, if recruited correctly, briefed properly and provided with the right setup will always be worth far more than you will pay them. Their work is the difference between an international meeting that changes the future of your company for the better and one that turns into a frustrating waste of time. Choose wisely.

 

And if you would like someone to help you choose interpreting that will deliver great value for money at your events, drop me an email.

5 Tips to Rock Your First International Event

By: Jonathan Downie    Date: July 3, 2017

Running international events is not easy, especially when you are new to the job. So, as someone who is often brought in as an interpreter to help make sure that the French-speaking audience love it as much as their English-speaking counterparts, here are my top 5 tips from the booth to you.

 

  1. Details matter

 

Yes, we all love nice rooms and a posh-looking programme but it is easy to spend so much time on the big things that the small but crucial details get left out. Little things, like the amount of water available, making sure everyone knows where the toilets are, keeping to time and having on-site staff who are competent and happy, make a huge difference. Just ask the people bursting for the loo while dealing with grumpy staff and they will tell you!

 

  1. Over-communicate

 

The post on keeping short lines of communication with suppliers is still one of the most popular on this blog. And it bears repeating. Given that every single international event will be a team effort, every member of the team needs to know what is going on and their part in it. What might seem like an irrelevant piece of information for you (the doors are opening fifteen minutes later than planned, two speeches are being swapped, an additional guest is coming) can make a big difference to any suppliers who are there. Better to give too much info than not enough.

 

  1. Treat Questions as Your Best Friend

 

In the same vein, while you will undoubtedly be busy in the run-up to the event, when someone in your team asks you a question, it is always worth treating it like a golden nugget, rather than an annoyance. Not only does answering their questions help them do their job more effectively but it can also save you precious time and money too. Queries such as “what are the goals of this event?”, “when can we get access to the room?”, and “what equipment will be onsite?” are absolutely fundamental to delivering a great event.

 

  1. Prioritise Purchases that Make a Difference

 

Ah budget constraints, the bane of many events! While it is absolutely true that every event has to be financially viable, it will always be worth asking about the consequences of different kinds of cost savings. Almost no one will notice it if you shell out on brand name water instead of standard stuff, if you put it all in clear bottles (is there actually any difference?) but they will notice if the PA system is rocky or if you have gone for cheap and unqualified interpreters and sub-standard conference interpreting equipment. A good rule-of-thumb is to prioritise purchases according to their importance in achieving the goals of your event. Few events really need the agenda printed out in gold-leaf anyway!

 

  1. Enjoy the ride!

 

Few event managers enter the profession for a quiet life! The thrill of seeing it all come together is a vital part of the job. And savouring that thrill is both a privilege and a necessity. No matter what happens, enjoy the fact that you did something that few people can do well: you brought together a team of experts to ensure that visitors from more than one country had an experience that made a difference to them. That’s worth celebrating.

 

If you are organising your first international event, you will need interpreting suppliers you can rely on. If you would like someone to save you time by making sure you get the right team every time, drop me an email. And here is a completely free template for briefing your interpreters too.

The Ultimate Interpreter Brief

By: Jonathan Downie    Date: June 12, 2017

If you organise or manage international events, this is for you.

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:

Why I Only Offer On-site Interpreting

By: Jonathan Downie    Date: 

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.