LOCALIZATION: THE KEY TO CONTENTED CLIENTS IN THE CONVENTION CENTER INDUSTRY

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BBLTRANSLATION would like to thank CHOOSE CHICAGO, Chicago’s official Sales and Marketing organization, for offering valuable insight to all our enquiries and all the photographs of this article.

BBLTRANSLATION explains the importance of localization in the MICE Sector.

Every convention center that hosts summits, seminars, sporting events and corporate incentives on an international scale must keep in mind localization and cross-cultural communication while offering its services.

Cultural sensitivity begins with the understanding that there are differences among cultures: the same service can be offered to everyone but it has to be localized to fit the cultural profile of each client.

For this reason, a convention center should first develop awareness and sensitivity to the needs of its clients. The qualities of openness and flexibility are a center’s keys to meeting the challenges of cultural diversity and offering what its clients are looking for.

While organizing a team building activity, a convention center should keep in mind that, for example, Americans are keen on tough competitions with high stress levels, while Japanese companies prefer relaxed, well-planned situations.

When talking to clients, the sales team should remember that Americans, as well as most of European cultures, tend to be initially untrusting and suspicious, while Japanese people show a high level of trust. Knowledge of cultural diversity is vital for a successful sale and service delivery.

A convention center should be cross-culturally minded from the moment it first takes a business card from a client to the time when it chooses the food for their catering service. If the client is Japanese, business cards must always be received with two hands as a sign of respect and honor, but can be given with only one. If the client is a company from the Middle East and the venue hosts attendees from the region, normally popular menu items like burgers should be replaced with Halal-certified meat and care must be taken to ensure that there is no bacon anywhere on the menu.

Investing in understanding and placing value on respect can be a huge driver of success.

Localization is important not only on-site, but also online.

The need to localize information for visitors from different countries and cultures is often overlooked. Some simple tips include:

Transportation

If a convention center’s clients are Japanese, they should be provided with access to the most beloved Japanese mean of transport: the bicycle. Bike rentals are a valuable option to list among the transport options to and from the center.

Maps

Weather forecasts can be localized by presenting temperatures in Celsius or Fahrenheit according to the system most commonly used by the culture of the convention center’s clients.

Restaurants

Offering a wide range of restaurants and foods greatly expands the range of a center’s potential clients. Not every restaurant needs to be Michelin-starred: the most important thing is that every hosted culture can taste the cuisine it is used to.

Last but not least, it is essential that the convention center website is well translated to other languages.

International travelers must be able to trust the website’s content when they are planning their visit, accessing maps and checking dining options. Missing or mistaken translations can damage clients’ trust in a center’s competence.

Developing cultural awareness and sensitivity can be a powerful strategy for a convention center that wants to stand out of the crowd. It can open up entire markets of new clients and help to fully satisfy existing ones. It adds value and improves a center’s international standing.

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In accordance with the regulations applicable to the protection of personal data, and the new provisions contained in the General Data Protection Regulation (hereinafter GDPR), directly applicable from 25 May 2018, Bibielle Global Translations, SL informs you of the following:
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ii. Purposes: Data collected through the contact e-mail address, or service quotation request form, will be incorporated into files owned by BBL with the purpose of handling, managing and responding to your request or contact. The data provided will not be used for purposes other than those for which it was collected.

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b. To complain to the Supervisory Authority: if a user considers that their data is not being used properly, and this matter is not addressed by BBL, they may submit a complaint to the relevant data protection authority, which in Spain is the Agencia Española de Protección de Datos.

Important warning: we recommend that you carefully read the contents of this legal text prior to providing any personal data through the website of Bibielle Global Translations, SL, owner of and responsible for the correct application of the Privacy Policy.
In accordance with the regulations applicable to the protection of personal data, and the new provisions contained in the General Data Protection Regulation (hereinafter GDPR), directly applicable from 25 May 2018, Bibielle Global Translations, SL informs you of the following:
i. Contact details of the Data Controller: Bibielle Global Translations, SL (hereinafter BBL), with Tax Identification No. B65336885, registered office at Calle Cartagena 241, Barcelona, 08025 Spain, and contact e-mail legal@bbltranslation.eu.

ii. Purposes: Data collected through the contact e-mail address, or service quotation request form, will be incorporated into files owned by BBL with the purpose of handling, managing and responding to your request or contact. The data provided will not be used for purposes other than those for which it was collected.

iii. In addition, and on a voluntary basis, you may provide your consent (by ticking the corresponding box or registration) to us sending commercial communications, by any route and/or electronic means, and keeping you informed about the services which, being similar to the current ones, may interest you, and which BBL offers to its Clients and users under more advantageous conditions, and to carry out market or customer satisfaction surveys.

iv. Retention: The data will be retained for the time necessary to achieve the purposes for which it was collected, in order to respond to the subject of your request or contact, and while there continues to be a mutual interest. It will be deleted when it is no longer necessary for such purposes, the commercial or contractual relationship ends, unless its retention is required by law.

If you provide your consent to the sending of commercial communications, personal data will be processed actively while you have the status of User, or until you withdraw your consent.

v. Data communication: In no event will your data be transferred or communicated to a third party, unless required by law; nor will it be transferred internationally, except with the unequivocal consent of the data subject, and prior information about the possible recipients, purpose and, where appropriate, country of destination.

vi. Duty of secrecy: BBL complies strictly with the duty of secrecy and confidentiality of personal data, and for this reason has implemented technical, organisational and security measures to prevent its unauthorised alteration, loss, processing and/or access, taking account of the state of the art, the nature of the stored data and the risks to which they are exposed, all of this as established by Spanish and European legislation on the Protection of Personal Data.

vii. Rights of the data subject:

a. To exercise the rights of access, rectification, erasure and objection, limitation of treatment, data portability and not being the subject of automated individual decisions, by writing to Bibielle Global Translations, SL, Calle Cartagena 241, Barcelona, 08025 Spain or at legal@bbltranslation.eu indicating the subject of your request, and attaching a [copy of your] national identity card or passport.
b. To complain to the Supervisory Authority: if a user considers that their data is not being used properly, and this matter is not addressed by BBL, they may submit a complaint to the relevant data protection authority, which in Spain is the Agencia Española de Protección de Datos.

viii. If you receive commercial communications by electronic means, in accordance with the Spanish Law of Information Society and Electronic Commerce Services (LSSICE), you may withdraw your consent, unsubscribe or modify your data using the same channel, through the e-mail address legal@bbltranslation.eu, which will be specified in each communication.