Customer Facing Translations

We define customer facing translations (CFT) as anything you put in the face of your clients, whether B2B or B2C. CFT need to have the following characteristics:

  • they need to convey your core ethos
  • they need to present your value point
  • they need to show your point of difference
  • but need to think outside the square

Sometimes, what you think is your key point of difference may not actually be that in the target market. Some years ago we worked for a company exporting home-use garden fertilizer to Japan. The client thought their key point of difference was that they were organic, and came from clean green 100% Pure NZ.

However, when we went and did the research, we discovered something different. In Japan, many gardens were on the balcony of apartments. They didn't really care that the fertilizer was from NZ, or that it was organic. What they really cared about was that it didn’t smell.

Think about it. You want to grow tomatoes on your balcony, but you don’t want to stink your neighbours out with the smell of blood and bone, let alone your own apartment.

Totally different marketing strategy ensues.