27 May /21

Is offline marketing still relevant? It is for our US client who delivers print catalogs in English and Spanish

Is offline marketing still relevant? It is for our US client who delivers print catalogs in English and Spanish
Is offline marketing still relevant? It is for our US client who delivers print catalogs in English and Spanish

For a long time now, marketers have debated the effectiveness of ‘traditional marketing’. Consumers have an abundance of digital touchpoints through which to learn about a brand and its product. What’s more, since many companies have shifted more of their marketing spend online to get in front of their customers during lockdown, are offline marketing tactics still relevant?

Many marketers will agree that offline channels still have a place in the marketing mix. Whether it’s billboard advertising, direct mail campaigns or events, traditional and digital channels can often complement each other. Offline is difficult for results tracking, but it can create a tactile experience or human interaction at events. Digital can be compelling and engaging, but consumers become swamped, so something like a direct mail campaign may tick the box for novelty. Beyond this novelty factor, however, there are other important reasons why some sectors still need to include offline tactics and channels in their overall marketing strategy.

Our US client – which designs and manufactures safety solutions for vehicle fleets – continues to produce print catalogs in English and Spanish. Last month, we helped the company to translate, print and deliver two thousand copies of its 72-page catalog. The end-users of the Spanish catalog are general contractors working on construction or maintenance sites across the USA. Since these contractors are based onsite to perform their work, it makes sense that they can access a physical print catalog. Marketers have to go where their audiences are. So, for the construction or logistics sectors, this also means being present offline.

The team at EVS Translations works regularly on reproducing print and digital marketing collateral in new languages. But there are different points to consider before translation gets underway.

 Advice on reproducing catalogs and other print collateral in new languages

#1 Let us know the print specifications. These aren’t necessary for digital assets but are vital for a successful print run.

#2 Be sure to send all necessary files, fonts and links for your print collateral (if the catalog was created in Adobe InDesign, we need the InDesign package).

#3 We will need to know preferences for the weight and finish of the paper, as well as how the sheets should be folded or stitched. Don’t forget shipping instructions – how should the catalogs get to you or your clients?

Just like any other translation job, transparent communication between the client and languages service provider is critical. The larger or more complex a project is, the greater the potential for problems. The more information we have about a client’s desired end-product and the associated technical requirements, the better. Not only does it result in the successful completion of a project, but it also sets a positive precedent for a long-term business relationship.

If your team requires translation and printing for offline marketing collateral, contact our team today. They can advise you on timeframes, as well as guide you through the DTP process and technical specifications to ensure a successful print run.

EVS Translations UK Ltd.
+44 (0)115 964 4288

EVS Translations USA Inc.
+1 404-523-5560

EVS Translations GmbH
+49 69/82 97 99-99

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