International Marketing

Conversis’ international marketing offering recognises that consumers around the world have different values, customs, purchasing power and media habits while understanding the importance of global brand consistency.

Our service is here to ensure that your company’s messages are just as persuasive in foreign markets as they are at home.

How you adapt your product for foreign markets will depend on the product, its target audience and a number of other factors. No matter how much the product itself changes or stays the same, however, at least part of your marketing mix must be customised for individual markets.

From a simple translation to a multi-language campaign involving considerable cultural adaptation and almost everything in between, Conversis offers a bespoke service that suits your product and budget.

We offer the following international marketing services:

• Consultancy and international support – we look at your themes and messages and advise about their impact on the target market as well as which channels and methods are best received in that market. We will take you through the Global Online Segmentation Tool.


• Transcreation is translating copy created in one language and adapting it so that it works in other markets; ensuring it is linguistically and culturally appropriate and persuasive. more>>


• International copywriting refers to the process by which we provide the original creative brief to a copywriter in a foreign language and have the message created specifically for that market. more>>


• International SEO involves optimising your website for country-specific search terms and local search engines. more>>


• Multilingual desktop publishing - our experienced art workers and design staff work in Quark, InDesign and all other major DTP packages to reproduce your marketing collateral in line with the original design while also adapting where necessary to meet local customs and print standards.


• International design is a balance between brand consistency and adaptation to target culture. more>>


• Voice over and actors – we can source acting talent and voice over specialists for DVDs, corporate broadcasts or videos, Chairman’s messages and the like in any country.


• Cross-cultural consumer research related to understanding consumer behaviour and consumer attitudes. We use scientific methodology and questionnaires with high reliability to conduct the research.


• Customised web design - are your sites culturally customised for your target countries or culture groups? Using empirically validated scientific tools, we analyse existing sites and offer recommendations, or provide guidance for establishing new web sites that are culturally customised to specific locale/country.

Global consumer segmentation

Deciding how far to adapt, or localise, your marketing mix for each market is a difficult, but crucial, element of a company’s strategy when launching a product in foreign markets.

And now Professor Nitish Singh from the John Cook School of Business at Saint Louis University, in collaboration with Conversis, has developed a tool to help marketers decide how much, or how little, to localise their websites.

The tool was developed using a combination of cutting-edge research in global consumer identity and international marketing theory. It divides online consumers into four categories according to their national and global identities. It essentially provides companies with the knowledge they need to know how ‘local’ they should make their websites in individual markets – a key to success when doing business internationally.

To get a copy of this proprietary research or talk to someone about how this tool can help you, contact us now.

Transcreation and international copywriting

Transcreation is translating copy created in one language and adapting - or localising – it so that it works in other markets by ensuring it is linguistically and culturally appropriate and persuasive.

International copywriting goes one step further and refers to the process by which we provide the original creative brief to a copywriter in a foreign language – just as you would have done for your local creative agency. The marketing and communications message is therefore created from scratch specifically for your target market.

Whether transcreation or international copywriting is right for you, we have a process in place to ensure that the ultimate messages remain firmly on brand.

In both cases, the copy is reviewed by professional translators with experience in your market, creative editors and your own in-country marketing departments or internal reviewers.

Transcreation and international copywriting ensures your messages hit the spot with your foreign customers. By taking this approach to translation, you ensure cultural blunders are avoided and that your audience will identify with your message.

International design

International design is a balance between brand consistency and adaptation to the local culture.

It can be as simple as a change of colours and symbols and adapting design to fit with local print standards. Equally, it can be as complicated as starting design from scratch to fully customise it according to graphical trends and customs, colours, symbols and other cultural influences.

We work with leading advertising and marketing agencies around the world, as well as with our clients’ local offices in those countries, to ensure that your international design is consistent with your brand while taking into account local culture, customs and buying habits.

Conversis: professional translation services for international marketing managers.

For consultancy, international copywriting, international SEO or to chat about your needs, contact us now.